Data Governance Overview in Adobe RTCDP
Note that this article is not legal or compliance advice. Please seek advice from your legal teams.
Introduction
In today's digital landscape, data has become one of the most valuable assets for businesses. As companies collect increasing amounts of customer data across various touchpoints, effective data governance is crucial to build trust, ensure compliance, and derive maximum value.
Adobe's Real-time Customer Data Platform (RTCDP) puts powerful data governance capabilities in the hands of enterprises.
Consent Integration
In jurisdictions that require an explicit opt-in, obtaining consent is the first step. My recommendation is to use a Consent Management Platform (CMP) to control data collection and maintain these records.
The Adobe Web SDK can be configured in different modes:
- Implied opt-in: IN
- Implied opt-out: OUT, PENDING
Glossary
Labels
- Labels are applied to the Schema fields and/or Audiences
- Adobe has out-of-the-box Labels
- Custom Labels can be created
- Labels are used in three different features
Marketing Actions (M.A)
- Marketing Actions are applied to Destinations
- Adobe has out-of-the-box Destinations
- Custom Marketing Actions can be created
Attribute-Based Access Control (ABAC)
ABAC is a permissions layer that can restrict access to attributes in a schema, profile viewer, audiences and fields visible while audience building.
Data Usage Policies (a.k.a Governance/DULE Policies)
Data Usage Policies prevent Audiences to be mapped to Destinations inadvertently.
Consent Policies
The typical use case for the Consent Policies is to automatically filter out Profiles that have opted-out.
Data Lifecycle/Hygiene
In RTCDP, there are a robust set of tools to manage large, complicated data operations in order to orchestrate consumer experiences.
Privacy Service
The Adobe Experience Platform Privacy Service is the best method for compliance for privacy regulations like the General Data Protection Regulation (GDPR).
Profile Management
The use case for profile management is to reduce the number of Profiles and licence compliance for those customer close to their licence limits.
Conclusion
With consumers and regulators demanding more data transparency and security, the brands that engender trust and compliance will be the ones that succeed.