Case Study : Doodle

Enabling State-Level Cookie Compliance and ROI Growth for Doodle

California Consumer Privacy Act

DOODLE

Client Overview

Doodle is a global scheduling platform trusted by over 70 million users worldwide. As its U.S. user base grew, Doodle needed to ensure compliance with evolving U.S. state-level privacy laws — including California (CCPA/CPRA), Virginia (VCDPA), Colorado (CPA), and Connecticut (CTDPA) — without disrupting the platform’s user experience or marketing analytics.

The Challenge

Doodle’s existing cookie management setup was global in scope but lacked regional granularity. This led to:

  • Cookies firing before consent on certain subdomains.
  • Inconsistent user experiences across U.S. states.
  • Manual oversight by internal legal and development teams, costing 8–10 hours monthly.
  • Limited analytics visibility due to blanket cookie blocking in high-traffic states like California.

Doodle needed a solution that balanced legal precision, technical automation, and ROI recovery from lost analytics data.

Our Approach

  • Kew Data Consultants worked with Doodle to implement OneTrust Consent Management Platform (CMP) with full U.S. state-level compliance logic integrated across their digital ecosystem.

     

Compliance Assessment and Mapping

  • We began with a comprehensive compliance audit covering:
  • CCPA/CPRA, VCDPA, CPA, and CTDPA cookie and opt-out obligations.
  • Cross-domain tag consistency across multiple environments (app.doodle.com, doodle.com/us, doodle.com/global).
  • Correct display and linkage of “Do Not Sell or Share My Information” options.
  • Identified 31 non-compliant behaviours and prioritised them into an action roadmap.

OneTrust CMP Reconfiguration

  • We restructured Doodle’s OneTrust CMP for dynamic state recognition and tag-level control, including:

  • Integration with Google Tag Manager (GTM) for consent-based tag firing.
  • Implementation of OneTrust geolocation API and OptanonWrapper events for precise consent synchronisation.
  • Automated banner translations and accessibility alignment (WCAG 2.1).

  • Reduced manual compliance checks from 10 hours to under 2 hours per month.

  • Achieved 100% state-specific consent variation coverage across U.S. audiences.

ROI and Data Utilisation Recovery

After OneTrust optimisation, Doodle’s analytics and marketing data collection were carefully aligned with user consent patterns. We implemented metrics tracking through OneTrust’s reporting dashboard and GA4 integration.

Key Outcomes:

  • 7% increase in consent opt-in rates due to banner redesign and better placement.
  • $22,000/month in restored analytics and campaign attribution value.
  • £9,000/year saved in internal legal and engineering overhead.

The Result

Metric Before After (3 months) Improvement
Average U.S. Opt-In Rate 66% 73% +7%
Compliance Gaps 31 0 Full Resolution
Manual Audit Hours (Monthly) 10 hrs 2 hrs –80%
Data Attribution Recovery — +$22K/month +100% ROI Gain
Legal/Operational Risk Moderate Low Risk Reduced

Client Feedback

— Senior Compliance Manager, Doodle

Conclusion

With Kew Data Consultants’ support, Doodle transitioned from a static, global cookie framework to a dynamic, state-specific compliance ecosystem powered by OneTrust. The main takeaways:

  • Full legal alignment with major U.S. privacy laws.
  • Optimised user consent experience leading to higher opt-ins.
  • Reduced manual effort for compliance management.

Outcome

  • Compliance became a measurable business advantage.
  • Quantifiable ROI improvement through restored analytics visibility.
  • Improved user experience and higher consent opt-in rates.