Success Story on Opt-in and Opt-out Compliance

Hi Tech Manufacturing

Client Overview

The Client is an Ohio-based, innovative provider of equipment and services for data centers, with a portfolio of power, cooling and IT infrastructure solutions and services that extends from the cloud to the edge of the network. Headquartered in Columbus, Ohio, this company has twenty thousand employees and more than twenty five manufacturing and assembly facilities around the world. The company has regional headquarters around the world. The company is listed in the New York Stock Exchange (NYSE).

Project Scope

The scope of the Opt-In Opt-Out (OIOO) project is to synchronize the Contact Opt-In Opt-Out communication preferences across all Marketing and Sales Communications systems within the organization, since Opt-In/Out Master Data Management is necessary for any company to assure compliance with the GDPR and similar data privacy laws worldwide in documenting and respecting individual consent for sales and marketing activities. The scope of this project includes more than ten marketing applications and creating a  system of record repository which contains the most recent Opt-In / Opt-Out preference for a contact across all integrated systems. Audit tracking of Opt-In/Opt-Out status changes is enabled as part of the scope of this project.

Business Situation

Client is at the high risk of significant fines, data breach, brand reputation, and potential loss of customers if they do not mitigate the risk of adhering to contact opt-in and opt-out requests and proper compliance levels across all systems in all regions. 

Some systems within an organization have the ability to communicate with contacts outside of the organization (Marketing and Sales Communications).  If a contact notifies that they would like to no longer be contacted they let the organization know and are Opted-Out from that system.  However other systems within the organization may also have that contact’s information and were not notified of the Opt-Out. Therefore, those communications could continue, which could lead to fines and penalties.

Technical Situation

The Technical Landscape at the client consists of 30+ heterogeneous applications and are integrated with a Big Data environment which consists of three Cloudera Hadoop clusters – Development, Production, and Disaster Recovery. The clusters are LDAP, Kerberos, and Sentry configured for authorization and access controls. Reporting is to be performed directly off the Production data lake only (via the Silver and/or Gold layers only) using standard reporting tools. 


Chain Sys deployed Smart Data Platform, dataZense application is implemented for data profiling and identification of Opt-In Opt-Out data. dataZap is implemented for establishing the connectivity and the integration of Cloud based and on-premise applications. dataZen (Master data management) – is Implemented for building Master Hub, History Hub (for Audit tracking) to create the centralized repository.  dataZense BI reporting application is used for building Dashboards and reports for Business Review and the Audit reports for data governance.

Opt-in Opt-Out Sync Process

  • A batch run of contact/OIOO preferences occurs nightly from each connected system and Data would be loaded into the first layer of the of the Sync Hub
  • Once data is loaded, the hub will look at any changes of the data and update or create a new master record containing the most recent OIOO status for each contact
  • Once the master record has been created or updated, the Hub will Sync back to all other systems currently connected to the hub and the Records will be updated in each system where that contact record currently exists.
  • Once the sync process completes the contact’s current preferences will reflect in all systems connected to the hub.



  • Centralized System of Contact record repository which contains the most recent Opt-In/Opt-Out preference for a contact across all integrated systems
  • More than 3 million Contact records are synchronized across all marketing and sales applications
  • Enables auditing of changes to Opt-In/Opt-Out status for contact
  • Lowers organization risk of exposure to fines and other penalties
  • Ensuring proper compliance levels across all systems in all regions
  • Compare Opt-In/Opt-Out trends
  • Dashboards and Reports for Business Review and Data Governance

Dashboards and Reports:

Opt-In Opt-Out Dashboard provides the summary of New Contacts, Changed Contacts, Master Contacts and Synchronized contacts for executive and business review.

Master Contacts Report

Master Contact Report provides the details of a unique list of Master Contacts across all the applications.

Products and Services Used

dataZense - To Visualize, Analyze, Catalog and Scramble Data for Effective Decision Making & Security.


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