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Adobe Real-Time CDP Use Case

Govern your customer data for responsible marketing.

Earn and maintain customer trust through responsible customer data governance, management, and usage in your customer engagements.

Watch video | Watch video Adobe Real-Time CDP Use Case

Protect and manage customer data for the enterprise.

Adobe Real-Time Customer Data Platform lets you honor customer consent, maintain organizational data usage policies, and enable secure, data-driven customer experiences.

Honor consent and manage compliance across geographies and departments. With Adobe Real-Time CDP, governance of your customer data becomes easy. You can pull in consent attributes tied to a customer profile by working with trusted partners. This enables policies that respect customer preferences throughout their journeys. Enhanced trust features, such as advanced data lifecycle management, automated consent policy enforcement, and customer-managed encryption keys are available with Privacy and Security Shield and Healthcare Shield — offerings built specifically for privacy conscious brands and, covered entities and business associates respectively.

Scale customer data governance and privacy.

Protect customer information and market responsibly by restricting the usage of data and ensuring it’s used properly when activated. Deploy the Adobe patented data labeling, usage, and enforcement (DULE) policy framework to streamline the process of categorizing data and creating data usage policies. This lets you tag and classify data to reflect corporate policies, contractual obligations, compliance requirements, and regional regulations. The DULE framework also lets you differentiate known and unknown customer data and apply appropriate usage controls based on the nature of the data.

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TSB customer story

Prioritizes customer control, allowing customers to choose which content and promotions they see and when.

EY customer story

Reduces potential risk and increases compliance with privacy regulations through real-time global consent tools.

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Meet your brand’s privacy needs.

Industries with heightened data regulations require additional controls to stay compliant. Adobe offers Privacy and Security Shield and Healthcare Shield, which go beyond out-of-the-box functionality to provide the most privacy conscious customers with additional critical capabilities. These capabilities include automated dataset deletion, automated consent enforcement, customer managed keys, and attribute-based access controls. Healthcare Shield also enables Health Insurance Portability and Accountability Act (HIPAA)-readiness for healthcare customers. Adobe also provides a business associate agreement (BAA) when required.

Enforce data minimization practices.

A key part of data lifecycle management is removing data that’s no longer directly relevant and necessary, such as data no longer being activated or data that needs to be removed to comply with third-party contractual obligations. Real-Time CDP helps with data minimization goals by providing out-of-the-box tools to regularly remove unnecessary data. Automated dataset expiration also removes unwanted data by setting expiration dates. Additionally, data expiration controls for profile and event data keep data fresh for activation.

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The Home Depot customer story

Enhanced data governance led to efficiencies that helped increase marketing productivity by over 50% year over year.

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Learn more about governing customer data for responsible marketing.

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Questions? We have answers.

What is customer data governance in Adobe Real-Time CDP?

Customer data governance in Adobe Real-Time CDP means defining and enforcing policies for compliant use, storage, and activation of customer information throughout its lifecycle. Enterprises use data governance to:

It includes categorizing data with usage labels and creating policies to ensure data is only activated for approved marketing actions.
Governance features help enterprises stay compliant with internal rules and external regulations.

What advanced privacy and security controls are available for regulated industries?

Privacy and Security Shield and Healthcare Shield in Adobe Real-Time CDP deliver advanced controls like customer-managed encryption keys and automated dataset deletion for industries with high privacy standards, such as healthcare.

These offerings enable compliance with HIPAA and provide critical capabilities like attribute-based access controls.

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Build customer trust with industry-leading data governance.

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Honor customer consent, maintain data usage policies, and power secure experiences with Adobe Real-Time CDP

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2024-09-11

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