How Data Governance Works in Adobe Experience Platform

Data Governance in Adobe Experience Platform is a framework that allows organizations to manage customer data in a way that complies with regulations, restrictions, and policies applicable to data use. It provides tools and services to enforce data usage policies and protect sensitive data.

Core Components of Data Governance

The core components of Data Governance in Adobe Experience Platform are:

• Labels: Labels are descriptors that can be applied to data fields to represent usage policies, contractual obligations, or sensitivity levels.
• Marketing Actions: Marketing Actions define the types of marketing activities that can be performed on data, such as email marketing, targeted advertising, or data export.
• Data Governance Policies: Policies are rule-based configurations that combine labels and marketing actions to enforce data usage guidelines.

How Data Governance Works

Here’s a step-by-step overview of how Data Governance works in Adobe Experience Platform:

1. Define Labels: Organizations start by defining labels that represent their data usage policies, contractual obligations, or sensitivity levels. For example, a label like “Sensitive” could be applied to fields containing personal identifiable information (PII).
2. Define Marketing Actions: Next, organizations define the marketing actions that represent the types of marketing activities they perform, such as email marketing, targeted advertising, or data export.
3. Create Data Governance Policies: Using the defined labels and marketing actions, organizations create data governance policies. These policies combine labels and marketing actions to enforce data usage guidelines. For example, a policy could state that data fields labeled as “Sensitive” cannot be used for targeted advertising.
4. Apply Labels to Data: As data is ingested into Adobe Experience Platform, organizations apply the appropriate labels to the relevant data fields based on their data usage policies and contractual obligations.
5. Enforce Policies: When marketing actions are performed within Adobe Experience Platform, the Data Governance framework checks the applicable policies and enforces them. If a marketing action violates a policy, it is blocked or restricted.

Benefits of Data Governance

Data Governance in Adobe Experience Platform provides several benefits, including:

• Compliance: It helps organizations comply with data protection regulations, such as GDPR, CCPA, and industry-specific regulations.
• Data Privacy: It protects sensitive customer data by enforcing data usage policies and restricting unauthorized access or use.
• Transparency: It provides transparency into how customer data is being used within the organization, enabling better data management and decision-making.
• Consistency: It ensures consistent application of data usage policies across the organization, reducing the risk of non-compliance and potential penalties.

By leveraging Data Governance in Adobe Experience Platform, organizations can build trust with their customers, mitigate risks associated with data misuse, and unlock the full potential of their customer data while adhering to regulatory requirements and internal policies.