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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.

How does Real-Time CDP let me market responsibly without slowing marketing down?

Real-Time CDP builds governance into the workﬂow, so controls are enforced automatically, which lets marketers self-serve audiences and activation without a manual compliance review on every action. You label data and deﬁne usage and consent policies once, and the platform checks them at segmentation and activation, blocking anything non-compliant and explaining why. Responsible marketing becomes the default path rather than a gate someone has to remember, so speed and compliance stop being a trade-oﬀ.

How does Real-Time CDP keep me compliant when I activate data to other channels?

Real-Time CDP enforces your data usage policies at activation, so an audience or ﬁeld cannot be sent to a destination in a way that breaks a policy. You attach marketing actions to each destination describing how data will be used there, and the platform evaluates those against the labels and policies on the data, stopping violations and surfacing the lineage behind them. This is what keeps activation to third-party and partner channels within your contractual and regulatory limits.

Real-Time CDP enforces consent policies that ﬁlter each proﬁle by its consent state before use, and it supports privacy and data-subject requests through the platform's governance and privacy services. It works with standard consent frameworks such as the IAB Transparency and Consent Framework 2.0, so consent signals from your consent management platform are honored at segmentation and activation. Consent and privacy handling are enforced at the platform layer, which means they apply consistently across every audience and channel rather than per campaign.

What do I need to set up governance in Real-Time CDP?

You set up governance by labeling your data as it is ingested, deﬁning data usage and consent policies, and assigning marketing actions to your destinations, all of which are configured once in the platform and then enforced automatically. Adobe provides core policies and standard label categories to start from, so you are adapting a framework rather than building enforcement logic yourself. Because governance is inherited from Adobe Experience Platform, this setup also covers the sibling applications that share the proﬁle.

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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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