• by Ray Schultz , August 12, 2020

Adobe has added data governance capabilities to its consumer data platform, allowing marketers to manage their customer experience across all touchpoints. 

Now generally available through Adobe's Real-Time Consumer Data Platform, these tools can help brands deploy the data for use in email or social media campaigns, the company says.  

The goal is to help “anyone within the enterprise – including data stewards, marketers, engineers and data scientists — to easily understand and act upon the company’s data strategies and policies,” writes Matt Skinner, senior manager, product marketing at Adobe. 

According to Adobe, the new features allow users to:

• Apply Appropriate Data Usage Labels, which might include contract, identity, sensitive and custom labels.  
• Configure Marketing Usage for Labeled Data — Labeling allows the team to set data usage restrictions, ensuring that profiles or segments chosen are complaint with the company’s policies. 
• Manage Data Policies — This enables users to determine “whether they can use the data for email or social media campaigns,” and other uses, based on the rules, Skinner writes.   
• Enforce Data Compliance — This feature, among other things helps firms “enforce usage policies should any violations occur, preventing users from violating any of the policies they’ve set," Skinner says.

The data governance functions can be accessed via Adobe’s Privacy Console, the company says. 

Skinner argues that “ultimately, for anyone within the company to use customer data effectively and in an agile way, you need an analytics infrastructure that is well connected to the tools the enterprise uses to deliver personalized, multichannel experiences to customers.”