Operationalizing 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 honoring corporate, privacy, and legal policies while using data. One of the challenges organizations face today is that data is siloed across various parts of the organization. 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 operationalize these data governance policies.