Technical

Data Governance Overview in Adobe RTCDP

3 min read
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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:

  1. Implied opt-in: IN
  2. Implied opt-out: OUT, PENDING

Adobe Web SDK consent configuration
Adobe Web SDK consent configuration

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.

ABAC Role A — restricted field access
ABAC Role A — restricted field access

ABAC Role B — permitted field access
ABAC Role B — permitted field access

Data Usage Policies (a.k.a Governance/DULE Policies)

Data Usage Policies prevent Audiences to be mapped to Destinations inadvertently.

DULE data usage policies configuration
DULE data usage policies configuration

DULE policy enforcement example
DULE policy enforcement example

Consent Policies

The typical use case for the Consent Policies is to automatically filter out Profiles that have opted-out.

Consent policy automatic enforcement
Consent policy automatic enforcement

Consent policy enforcement example
Consent policy enforcement example

Data Lifecycle/Hygiene

In RTCDP, there are a robust set of tools to manage large, complicated data operations in order to orchestrate consumer experiences.

Data lifecycle and hygiene tools in RTCDP
Data lifecycle and hygiene tools in RTCDP

Privacy Service

The Adobe Experience Platform Privacy Service is the best method for compliance for privacy regulations like the General Data Protection Regulation (GDPR).

Adobe Experience Platform Privacy Service
Adobe Experience Platform Privacy Service

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.

Profile management tools for licence compliance
Profile management tools for licence compliance

Conclusion

With consumers and regulators demanding more data transparency and security, the brands that engender trust and compliance will be the ones that succeed.