In today’s landscape of composable architecture where data activation is the main focus, there’s understandably a rush to harness the power of data for enhanced customer experiences. However, obtaining and respecting consent often gets relegated to the periphery, and ultimately is overlooked. 

Without a holistic approach to consent management, even companies with the most mature data strategies risk operating in murky ethical waters, jeopardizing both your customers’ trust as well as regulatory compliance.

That’s why this quarter, we’re excited to extend this capability to support Consent Enforcement in Reverse ETL for all Business Tier customers!

When you first configure consent management in the Segment app, you’ll create consent categories that align with those you previously configured in your CMP, and map destinations in your workspace to one or more of these categories. Then when building your data model for Reverse ETL, you map the data column in your data model to your consent categories.

Segment will automatically enforce consent, for both Classic and Actions Destinations, to ensure you’re appropriately respecting customers’ privacy when pulling consent preferences from your warehouse.

If you’re interested in learning more about Twilio Segment’s Consent Management, check out our documentation, or reach out to your account team to see how you can get started today!