Consent to marketing communications - trigger campaign

[Anonymous]

Hello - we are monitoring and automating changes to our marketing consent field by using a trigger campaign which listens for the following:

• Data Value Changes: Consent to marketing communications, New Value = false. In this instance, we will be unsubscribing people.
• Data Value Changes: Consent to marketing communications, New Value = true. In this instance we will make sure people are opted in to our communications.

A few questions:

If someone submits a form, and 'Consent to marketing communications' value is on it - would this trigger a data value change if they do not check the box, but submit the form? Would it only trigger if they do check that box?

I had also thought about using, 'Fills out form is any' and use a filter to see what the consent to marketing communications value is. HOWEVER - we are only showing this field if a prospect's email address is empty (i.e, we don't know them). So wouldn't want to change someone who didn't see this checkbox, (even though it existed on the form and was just hidden) to opted out, because it wouldn't be a true reflection. We're using legitimate interest here FYI.

At the moment - everyone in our database has the 'Consent to marketing communications' value marked as false - would we need to check that box for everyone ahead of GDPR date in order for these rules to truly work? This doesn't feel like best practice, but not sure what else to do?

HELP please!

[Grégoire_Miche2]

Hi Carly,

would this trigger a data value change if they do not check the box, but submit the form?

The answer to your first question depends on what field type do you use in the form. If it's a checkbox, you will have a DVC trigger in all cases. If it's a checkboxes, you will not, unless you add a hidden NULL value and some JS to manage it. You will find the receipt here: https://blog.teknkl.com/clearing-lead-fields-when-no-value-submitted/

we are only showing this [Consent to marketing communications] field if a prospect's email address is empty

You are supposed to show it to every perso who has not yet given her consent. You should control the display rather with a Consent date field. Be cautious with the "legitimate interest", no-one know how to really interpret this.

So wouldn't want to change someone who didn't see this checkbox

Simply prefill the field. If its values true and it's hidden, it will remain unchanged

Would we need to check that box for everyone ahead of GDPR date in order for these rules to truly work?

Not necessarily. Not checking it will enable you to easily distinguish people who explicitly gave their consent from people who did not.

Last, but not least, because of the way Marketo handles triggers + Filters in smart campaign we recommend that the Consent and unsubscribe fields be synchronised at form level rather than with smart campaigns. This can be done with some JS that we add to all LP templates and embedded form codes:

MktoForms2.whenReady(function(form) {
    var formEl = form.getFormElem()[0];
    form.onSubmit(function(form){
      // Setting the opt-out field with the unsubscribe field or vice-versa
      var currentVals = form.getValues();     
      if (Object.keys(currentVals).indexOf("Unsubscribed") != -1) {
        if (currentVals["Unsubscribed"] == "yes"){
          form.addHiddenFields({"OIFieldName" : "no" });   
        } else {
          form.addHiddenFields({"OIFieldName" : "yes" });   
        }
      } else if (Object.keys(currentVals).indexOf("OIFieldName") != -1) {
        if (currentVals["OIFieldName"] == "yes"){
          form.addHiddenFields({"Unsubscribed" : "no" });   
        } else {
          form.addHiddenFields({"Unsubscribed" : "yes" });   
        }
      }
    });
  })

-Greg

[Anonymous]

Thanks Gregoire - ours is a checkbox. So to be clear, that will update the value even if it is unchecked/remains the same? If the value is already false, surely it wouldn't update, correct?

[Grégoire_Miche2]

Hi again Carly,

Yes, this is correct.

-Greg

[Anonymous]

Sorry to be sure - if the value remains the same, i.e. unchecked, it won't update/trigger a data value change?

[Grégoire_Miche2]

No it won't. As its name says, a DVC fires only when the value changes

-Greg

[Barry_Dupont1]

Hi Greg

Would you be able to explain your comment below in more detail?

Last, but not least, because of the way Marketo handles triggers + Filters in smart campaign we recommend that the Consent and unsubscribe fields be synchronised at form level rather than with smart campaigns.

I know I have used smart campaigns in the past with 'Data Value Changes' trigger and 'Change Data Value' flow for updating both consent and unsubscribe fields. Why would you recommend using JS at form level instead? Specifically, is using JS just simpler and easier if you know how, or can using Smart Campaigns in this situation actually cause errors/problems?

[SanfordWhiteman]

Greg is driving at the problem (not widely understood, but observed by deep-divers) of filters not catching data that has seemingly just been updated, since in fact the update happens asynchronously (as a background task) and is not guaranteed to complete before triggers are fired.

[Barry_Dupont1]

Thanks, Sanford - that makes sense - and has made me both curious and worried enough that now I'm going to have to do some digging into those smart campaigns to see if I can find evidence of this in my instance!

A couple of related questions:

1. Is there more detail of this anywhere - for example does it affect certain filters, or vary on the amount of data being processed? I couldn't see anything online but maybe someone has done a blog on this somewhere.
2. I have seen examples of people using a wait step in this situation, presumably this is why. To me, wait steps are for when you want to perform a specific action after a certain time frame, i.e. a follow-up email after a certain number of days. Is it good practice to use them to allow a few minutes for Marketo to update before firing triggers? I'm concerned it's not a scalable approach.

[Grégoire_Miche2]

Hi Barry,

Wait steps here are a workaround, but in theory will not cover 100% of the cases. There is always a risk, even after a 5 minutes wait that some data is not fully posted to the database (for instance during a very large insertion of data).

When the data is very sensitive, like opt-in / Unsub, the concurrent update from the source (here the form) is preferable. We do this with some JS that make sure the 2 fields are consistently updated in the form.

-Greg