Operationalising Data Governance in Customer Experience Workflows

Arun Manoharan — Adobe | Douglas Martin — 3M

Global brands are starting to use data to build and deliver customer experiences across different channels in real time. Brands are increasingly cognizant of honouring corporate, privacy and legal policies while using data. One of the challenges organisations face today is that data is siloed across various parts of the organisation. Data collection and preparation is happening in IT and data usage is happening in lines of business, like sales, marketing or customer support. Adobe Experience Platform provides an industry-first, extensible governance framework and workflows for data stewards and line-of-business data consumers to help operationalise these data governance policies.

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