Protect consumer privacy using built-in data governance tools in Customer Journey Analytics
As digital experiences take place across more and more devices and channels, handling your customer data responsibly is not just a legal requirement — it’s a cornerstone of building and maintaining customer trust. With the proliferation of data privacy laws and regulations, businesses must exercise caution in how they collect, store, and analyze customer data. And streamlined privacy, consent, and preference management is a win-win, with brands reporting an increase in engagement rate (55%), sales revenue (54%), and conversion rate (47%).
Businesses are challenged to extract maximum value from collected data and to make sure the data is accessible to various stakeholders across the organization. However, access cannot come at the expense of customer privacy and regulatory compliance. The solution? Customer data and analytics technology with a robust, built-in data governance framework that meets your organization’s privacy requirements throughout the data lifecycle.
In this post, we’ll look at how Adobe Customer Journey Analytics offers data governance capabilities such as patented data labeling, policy creation, and data usage enforcement. These features streamline data management and operations while helping you to meet your privacy obligations.
Data labeling, policies, and alerts — the heart of data governance
At the core of Customer Journey Analytics is a sophisticated system for categorizing datasets and controlling data usage. This system is built on three key components: data labeling, policy creation, and alerts.
Customer Journey Analytics allows you to categorize your datasets with data labeling. These labels act as tags that indicate the nature of the data and any restrictions on its use. Based on these labels, you can create and manage data usage policies. These policies define the rules for how different types of data can be used within your organization. The system includes built-in alerts that notify users of potential policy violations, providing your team with an additional guardrail that will help them adhere to internal data governance policies as they work with the data.
Here are two examples of labels and policy rules you might implement:
- No measurement: This label signifies that data cannot be used for analytics on your organization’s websites or apps.
- No general data export: Schema fields labeled this way cannot be exported or downloaded from Customer Journey Analytics (via reporting, export, API, and so on).
Why it’s important
This labeling and policy system is useful for:
- Compliance risk mitigation: By clearly defining how data can and cannot be used, you significantly reduce the risk of accidental non-compliance.
- Adherence to data restrictions: The system allows you to easily implement and enforce data handling rules that align with various regulatory requirements.
- Enforcement of data governance: With automated alerts and restrictions, you can ensure that the data governance policies that you implement are consistently followed across your organization.
How it works in Customer Journey Analytics
The governance features in Customer Journey Analytics are deeply integrated with Adobe Experience Platform, so data usage policies and data governance settings remain consistent across your Adobe ecosystem. Customer Journey Analytics supports two types of policies:
- Policies that restrict the use of data for analytics and user-based measurement on your organization’s websites or apps.
- Policies that restrict data export or the download of labeled schema fields in Customer Journey Analytics.
Permissions to provide the right access for the right people
While labels and policies form the foundation of data governance, you need to implement them effectively to ensure that the right people have the appropriate level of access to customer data. The permission features within Customer Journey Analytics provide a powerful tool for managing data access across your organization.
This permission system allows you to set and enforce role-based permissions and access to data at granular levels. You can provide team members with collaborative access tailored to their specific needs and responsibilities without compromising customer privacy or data security.
Why it’s important
Permissions help with:
- Data integrity and security: By controlling who can access and modify customer data, you maintain data integrity and security.
- Collaboration: Proper permissions allow team members to contribute to projects and access the data they need without exposing sensitive information unnecessarily.
- Compliance: Granular permissions help you ensure that data access within your organization is in line with your internal policies while keeping your organization compliant with applicable external regulations.
How it works in Customer Journey Analytics
The permission system operates on three levels: product administrator, product profile administrator, and user-level access. Product administrators have full access to and control over Customer Journey Analytics settings and data. Product profile administrators can manage access for specific groups or teams within the organization. Individual users can be given specific permissions based on their role and needs.
Some examples of how permissions can be implemented in Customer Journey Analytics include:
- Third-party access: You can provide limited, controlled access to third parties with which your company works.
- Row-level access: This allows you to restrict access to specific data points or time periods.
- Value-level access: You can limit users to specific metrics and dimensions within a data view.
Empowering data-driven decision-making with confidence
In today’s data-centric business environment, the ability to use customer data for insights and decision-making is crucial. However, this need must be balanced with protecting customer privacy and maintaining regulatory compliance.
Adobe Customer Journey Analytics helps organizations achieve this balance, which allows businesses to make informed decisions without compromising compliance or customer trust. From granular data labeling and policy creation to role-based permissions, Customer Journey Analytics helps organizations comply with privacy policies, meet customer expectations for privacy and personalization, enable organization-wide access to data, and streamline data operations.
Ready to learn more about maintaining effective governance in Customer Journey Analytics? Check out our detailed guide on how to maintain effective governance in Customer Journey Analytics.
Discover how Adobe Customer Journey Analytics can transform your approach to data governance and analytics. Visit the Customer Journey Analytics homepage to explore further and take the next step in your data-driven journey.
