{"id":19208,"date":"2023-03-07T09:38:27","date_gmt":"2023-03-07T08:38:27","guid":{"rendered":"https:\/\/www.werbewoche.ch\/?p=194273"},"modified":"2024-11-18T10:01:43","modified_gmt":"2024-11-18T09:01:43","slug":"das-war-der-lsa-live-talk-zum-thema-consent-marketing","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/fr\/marketing\/2023-03-07\/das-war-der-lsa-live-talk-zum-thema-consent-marketing\/","title":{"rendered":"C'\u00e9tait le Live-Talk de LSA sur le th\u00e8me du consent marketing"},"content":{"rendered":"<figure id=\"attachment_194274\" class=\"wp-caption aligncenter\" style=\"width: 1200px\" aria-describedby=\"caption-attachment-194274\"><img class=\"aligncenter wp-image-194274 size-full\" src=\"https:\/\/www.werbewoche.ch\/wp-content\/uploads\/2023\/03\/Consent-Marketing-LSA-Live.jpg\" alt=\"Marketing de consentement\" width=\"1200\" height=\"741\" \/>\r\n<figcaption id=\"caption-attachment-194274\" class=\"wp-caption-text\">Christof Zogg en conversation avec Alexandra Rahm.<\/figcaption>\r\n<\/figure>\r\n<p>Le consent marketing est un sujet complexe qui, outre la r\u00e9vision de l'ordonnance suisse sur la protection des donn\u00e9es et la fin des cookies de tiers, associe \u00e9galement l'int\u00e9r\u00eat accru des consommateurs pour la protection des donn\u00e9es. Ce sont autant de sujets pertinents auxquels les entreprises doivent actuellement faire face. D'une part, les clients peuvent, doivent ou doivent donner leur accord pour le traitement des donn\u00e9es et peuvent se sentir d\u00e9rang\u00e9s par les banni\u00e8res de consentement, d'autre part, les entreprises ont peur de perdre des donn\u00e9es et donc la possibilit\u00e9 d'optimiser leurs activit\u00e9s de marketing.<\/p>\r\n<p>Il y a environ un an, la Banque cantonale de Zurich a introduit une banni\u00e8re \"opt-in\", dans laquelle les pr\u00e9f\u00e9rences en mati\u00e8re de cookies doivent \u00eatre d\u00e9finies pour pouvoir utiliser le site web. La ZKB se consid\u00e8re comme un partenaire responsable qui montre de mani\u00e8re transparente \u00e0 ses clients ce qui se passe avec les donn\u00e9es. Gr\u00e2ce \u00e0 une mod\u00e9lisation du marketing mix, le succ\u00e8s du marketing a pu \u00eatre correctement class\u00e9 malgr\u00e9 des donn\u00e9es moins mesurables. Gr\u00e2ce \u00e0 cette mod\u00e9lisation statistique, il est toujours possible de pratiquer un marketing bas\u00e9 sur les donn\u00e9es et d'identifier de nouveaux indicateurs cl\u00e9s de performance.<\/p>\r\n<p>Dans le cadre du LSA Live-Talk, Christof Zogg s'est entretenu avec Tobias Zehnder et Boris Meier de Webrepublic ainsi qu'avec Alexandra Rahm de la Banque cantonale de Zurich sur l'approche Privacy First de la Banque cantonale et sur la mani\u00e8re dont les d\u00e9cisions peuvent continuer \u00e0 \u00eatre prises sur la base des donn\u00e9es existantes.<\/p>\r\n<p><\/p>","protected":false},"excerpt":{"rendered":"<p>Consent Marketing ist ein vielschichtiges Thema, das neben der \u00dcberarbeitung der Schweizer Datenschutzverordnung und dem Ende der Third-Party-Cookies auch das gesteigerte Interesse der Konsument:innen am Datenschutz verbindet. Dies sind alles relevante Themen, denen sich Unternehmen aktuell stellen m\u00fcssen. Einerseits d\u00fcrfen, sollen oder m\u00fcssen Kund:innen ihr Einverst\u00e4ndnis zur Datenverarbeitung geben und k\u00f6nnen sich durch die Consent [\u2026]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Consent Marketing","_yoast_wpseo_metadesc":"Consent Marketing und Datenschutz bei ZKB: Privacy-First-Ansatz und Marketingoptimierung trotz Datenverlust.","articlekey":"","footnotes":""},"categories":[29],"tags":[3659,3660],"class_list":["post-19208","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-lsa-leading-swiss-agencies","tag-lsa-live-talk"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Das war der LSA Live-Talk zum Thema Consent Marketing - Organisator<\/title>\n<meta name=\"description\" content=\"Consent Marketing und Datenschutz bei ZKB: Privacy-First-Ansatz und Marketingoptimierung trotz Datenverlust.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/fr\/marketing\/2023-03-07\/das-war-der-lsa-live-talk-zum-thema-consent-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Das war der LSA Live-Talk zum Thema Consent Marketing - 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