kFw Streamlines Global Consent Management for Optimized CX

KfW (Kreditanstalt für Wiederaufbau) is one of the world’s leading promotional banks. Since 1948, it has been working on improving economic, social, and ecological living conditions worldwide on behalf of the German federal government. In 2021 alone, the bank devoted a promotional volume of EUR 107 billion to this purpose. KfW has been a Mapp customer since 2009, tracking its web entities with Mapp Intelligence.

In the summer of 2020, KfW was working on providing GDPR-compliant tracking settings for their web content. Until this point, the cookie banner only delivered information but did not function as a consent management tool. The implementation had to be quick and smooth to avoid any legal difficulties. The bank approached the Mapp Intelligence Consulting team with the wish to set up consent management integration for a total of nine different domains.

After initial research and tracking inspection, the Mapp Intelligence Tag Integration was selected for all content services. KfW also decided to team up with our partner, Usercentrics as a Consent Management Platform (CMP) provider. The integration process ran smoothly and took less than two months.

Mapp Tag Integration enables KfW to deploy endless tracking scenarios regardless of the deployment cycles and resources of their service providers! The long-established partnership between Mapp and Usercentrics proved to be the key differentiator for successful implementation. There was no need for costly and lengthy procurement processes for this well-oiled machine.

Key Results

• Successful, timely Consent Management implementation without errors!
• Managed integration of Mapp Tag Integration as “one line of code” on all domains
• Usercentrics CMP integrations on all domains
• Consent handling coded into Tag Integration
• Tag management solution implemented on all KfW applications – tracking can be played out via tag manager - now standard for all new applications
• The Mapp Tag manager allows for more flexible fixes and adjustments, largely independent from IT and release cycles
• Given consent allows for marketing activation and personalization - while still prioritizing data protection and risk management

For the first time ever, we’ve been able to implement coherent, straightforward consent management across all our entities. This opens the door to a new range of marketing opportunities that were previously closed to us, not least because KfW, as a state development bank, places the highest value on data protection.

Alexander Gerth

Senior Referent Customer Analytics

"As a leading financial institution, KfW knows that security and customer trust are critical to their business. They need their partners to take privacy compliance as seriously as they do. But they also have a business to run, which needs data to produce insights. The well-established partnership of Mapp and Usercentrics enabled us to meet KfW’s challenges with a tailored solution. All tracking scenarios have been rolled out in a GDPR-compliant manner now and will continue as their strategies evolve. We are looking forward to expanding tag implementations and consent management to even more of KfW’s web properties as our partnership evolves."

Nina Stehle

Solution Partnerships Lead, Usercentrics

• KfW website content is provided by six different service providers, plus internal web services and called for individual treatment of each entity
• Due to historical legacies, the tracking was implemented completely differently across applications and domains

• Marketing pixel integrations across all entities
• Mapp Consulting Team is actively supporting in developing and implementing new tracking concepts
• Working towards implementing tag integrations for all new and existing web entities