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ING arrived in Spain 25 years ago as the country's first digital bank. During this time, it has evolved to become a bank that accompanies more than 4 million customers in their daily lives.
Recognizing the critical importance of customer privacy, ING has decided to implement the Didomi Consent Management Platform to quickly adapt to evolving digital privacy regulations and efficiently manage user consent in a centralized system.
We met with Pablo Torrecilla Muñoz, Head of Owned Media and MarTech, and Raluca Georgescu, Product Owner MarTech who shared more details about this collaboration, the challenges they faced, and how our CMP is a key tool for achieving their digital objectives. Watch the video below or keep reading for a full breakdown:
Challenge: Quickly adapt to evolving digital privacy regulations
For ING, protecting customer data and staying compliant with ever-changing regulations are top priorities. This is to protect the privacy of their customers and prevent legal and financial penalties. To do so effectively, ING needed a solution to manage consent across its app and website in one place.
Until 2023, ING used a Tag Management System tool that provided basic consent management, among other features. However, maintaining the system was challenging, and it lacked the agility necessary for a very dynamic regulatory environment requiring constant updates and iterations.
Solution: Unified Consent Management with the Didomi CMP
To stay ahead of new data privacy regulations, ING chose our CMP for its ability to adapt to all digital regulations swiftly.
Furthermore, ING teams have gone a step further to differentiate themselves from their competitors and opted to implement Didomi's cross-domain feature, allowing user consent to be shared across multiple domains within the same organization. This means that user's consent preferences are synchronized across ING’s websites. This synchronization ensures a consistent user experience and compliance with consent requirements across all platforms where the Didomi CMP is implemented. Additionally, this significantly mitigates the well-known consent fatigue, reducing the number of interactions customers have with the consent banner on various domains.
Didomi, being an easy-to-implement solution, was integrated with the help of a digital partner in approximately six weeks. During this period, the Didomi team provided constant support and guidance, remaining highly focused on understanding the needs of ING and offering effective solutions.
“Didomi enables us to centrally manage digital consents across our public website and customer areas, seamlessly integrating both web and app platforms.”
- Raluca Georgescu, Product Owner MarTech at ING
Since the implementation, Didomi continues to support ING strategically through bi-weekly meetings, where ING receives additional strategies and benchmarks from their account managers. The detailed documentation provided by Didomi has also served as a valuable source of analytical and legal data.
Result: Increasing consent rate
By conducting A/B tests and utilizing the analytical tools provided by Didomi’s console, ING teams increased their consent rate. This enhanced capability allows ING to fine-tune their approach to consent management, ensuring higher user engagement and compliance with privacy regulations.
“Thanks to the analytical capabilities and A/B tests offered by Didomi’s platform, we have been able to increase our consent rate and currently have a rate of around 80%.
This improvement highlights the platform’s effectiveness in enhancing consent management and user engagement.”
- Raluca Georgescu, Product Owner MarTech at ING
Going forward, ING will continue collaborating closely with Didomi, receiving tailored and personalized service focused on their goals and needs.
“During this period, we have had constant support and accompaniment from the Didomi team, very focused on understanding our needs and offering us adapted solutions”
Raluca Georgescu, Product Owner MarTech at ING
Where does ING stand regarding the future of privacy? For Raluca and Pablo, three key areas stand out when considering upcoming challenges regarding user consent and preferences management:
- First, they need to improve the integration of consent management with data activation.
- Second, they must achieve greater granularity in capturing and managing user preferences.
- Third, they aim to involve users more actively in the consent process, especially regarding the application of artificial intelligence.
Do you want to learn more about Didomi’s CMP and cross-domain functionality?
Contact our teams
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