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Selligent is an omnichannel marketing automation platform (part of Marigold) used for personalised email, push, SMS and web journeys.
Selligent is an omnichannel marketing automation and email marketing platform originally founded in Belgium and now operating as part of Marigold (formerly CM Group) after the 2022 acquisition. It is used by consumer brands to orchestrate personalised email, push notifications, SMS, web personalisation and cross channel customer journeys. The platform combines a customer data layer, a journey builder, content personalisation rules and engagement analytics, so it can hold rich behavioural profiles, segmentation attributes and identifiers tied to known recipients.
Selligent collects identifying and behavioural data: email address, profile attributes, message opens through tracking pixels, click events through redirect links, and on site behaviour through its JavaScript web tracking tag and profile APIs. On the browser side it sets cookies such as _sl_session, _sl_user, selligent_id, S_ID and S_PROFILE to recognise the visitor across pages and to link anonymous web activity to known email profiles when the user clicks a tracked link.
Because Selligent stores directly identifiable contacts, tracks individual engagement and enables automated profiling, processing falls fully under the GDPR. Storing or reading non essential cookies and similar identifiers via its web tag also triggers Article 5(3) of the ePrivacy Directive (and its national transpositions such as the German TDDDG), so the script and tracking pixels must be loaded only after a valid opt in. The German regulator and the CNIL have both treated email open and click tracking as data processing requiring a clear legal basis.
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For marketing emails, push notifications and behavioural web tracking the appropriate legal basis is consent under Article 6(1)(a) GDPR, collected through a freely given, specific, informed and unambiguous opt in, with an easy withdrawal mechanism (unsubscribe link, preference centre). Transactional service emails (order confirmations, password resets) can rely on legitimate interest under Article 6(1)(f) or contract performance under Article 6(1)(b), provided no marketing content is added. Any profiling or scoring that significantly affects users requires explicit information and, where applicable, Article 22 safeguards.
Selligent Marketing Cloud is hosted in Belgium and the United States; EU customers can request EU only data residency, but Marigold US affiliates and subprocessors may still access data, so transfers rely on Standard Contractual Clauses plus supplementary measures. Practically: gate the web tag behind your consent manager, configure EU hosting in the contract, sign a DPA listing all subprocessors, document retention for engagement logs, expose unsubscribe and data subject rights workflows in the platform, and update your privacy notice and cookie policy to name Selligent (Marigold), the categories of data and the transfer mechanism.
Websites using Selligent must obtain user consent under GDPR regulations.
DPIA considerations
A DPIA is recommended because Selligent enables large scale behavioural profiling, cross channel identifiers, email engagement tracking and transfers of personal data outside the EEA to the United States. Assess data minimisation, retention of engagement logs, segmentation rules, automated decision logic, subprocessor chain and the impact of US access on data subject rights.
Sample consent text
We use Selligent to send you marketing emails, push notifications and personalised website content, and to measure how you interact with them (opens, clicks, pages viewed). With your consent we may combine this data with your profile to tailor future messages. You can withdraw consent at any time via the unsubscribe link or your account settings.
Third-party domains contacted
selligent.comcdn.selligent.comslgnt.euslgnt.usslgnt.netmarigold.comCookies placed
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _sl_session | first_party | Session | Maintains the visitor session on a Selligent enabled site and links page views within a single browsing session. |
| _sl_user | first_party | 1 year | Persistent visitor identifier used to recognise returning users across sessions and tie behaviour to a profile. |
| selligent_id | first_party | 1 year | Selligent profile identifier set when a user clicks a tracked email link, linking web activity to the known email contact. |
| S_ID | first_party | 1 year | Customer specific Selligent identifier used for personalisation rules and segmentation on the website. |
| S_PROFILE | first_party | 1 year | Stores Selligent profile attributes or hashed references used to deliver personalised content on the page. |
| sl_track | first_party | 30 days | Stores click and engagement tracking flags between the email redirect endpoint and the destination site. |
Selligent places tracking cookies for advertising — comply with GDPR using FlowConsent.
Selligent sets first party browser cookies such as _sl_session, _sl_user, selligent_id, S_ID and S_PROFILE, plus tracking pixels and link redirect tokens in emails. Exact names and lifetimes depend on your configuration and SDK version, so audit them in your environment.
Yes for marketing emails and web behavioural tracking. The Selligent web tag and tracking pixels store and read identifiers in the browser, so they require prior opt in under ePrivacy and GDPR. Service essential emails (transactional) may load without prior marketing consent.
Marketing emails, push, SMS and behavioural web tracking rely on consent (Art. 6(1)(a) GDPR). Purely transactional service messages can rest on contract performance (Art. 6(1)(b)) or legitimate interest (Art. 6(1)(f)) provided no marketing content is mixed in.
Yes. Although EU only hosting in Belgium is available, Marigold US affiliates and subprocessors may access data. Transfers to the United States rely on Standard Contractual Clauses with supplementary measures and should be documented in your record of processing.
A DPIA is strongly recommended. Selligent enables large scale behavioural profiling, cross channel identifiers, email engagement monitoring and transfers to the US, all of which are listed as high risk factors by EU supervisory authorities.
Gate the web tag behind your consent manager, configure EU data residency, sign a DPA with Marigold listing subprocessors, expose a clear unsubscribe and preference centre, document retention for engagement logs and update your privacy and cookie notices to mention Selligent.
Yes. Comparable platforms include Salesforce Marketing Cloud, Adobe Campaign, Braze, ActiveCampaign and Klaviyo; EU based options include Mailjet, Splio and Brevo, while Mautic is an open source self hosted alternative.
List Selligent (Marigold) as a marketing automation tool, describe the cookies it sets (_sl_session, _sl_user, selligent_id, S_ID, S_PROFILE), the categories of data collected, the retention periods, the third country transfer mechanism and the link to opt out or withdraw consent.