For marketers keen on gaining as many customer insights as possible, these requirements present a delicate balancing act and, in many cases, uncertainty around the function’s compliance and effectiveness. But with technologies that help simplify data management, the marketing function can gain a complete picture of the organization’s data landscape and streamline processes. This helps marketers and the larger enterprise rest easy knowing that highly complex data challenges are being addressed efficiently and consistently for the long term.
Customer data platforms like Adobe Experience Platform (AEP) provide a “one-stop shop.” They can unify data from multiple enterprise systems and allow marketing teams to better identify, understand and engage customers by taking the guesswork out of often-conflicting regulatory and consent parameters.
A customer data platform also allows marketers to track customer consent, extrapolate customer profile information, delete data when requested and much more through the use of data usage labeling. Implementing a customer data platform that integrates with other business and marketing systems helps B2B organizations and their marketing teams reduce compliance risk and achieve return on investment.
Functionality that streamlines compliance and marketing efforts
Customer data platforms bring a host of features that can significantly change the game for marketers, with data governance capabilities enabling users to manage customer data and maintain compliance with regulations, restrictions and policies regarding data use at various levels. For example, data usage labelling is a highly efficient process of categorizing data and creating usage policies for it. Once data labels have been applied and data usage policies are in place in AEP or similar platforms, marketing actions can be evaluated to validate the correct use of data.
In addition, integrating a customer data platform helps to break down the traditional silos that can impede marketers’ visibility into the end-to-end enterprise, providing marketing with real-time access to data across all company functions. Bringing together data from disparate systems, the right platform helps the organization appropriately capture consent and preferences within a customer’s unified profile.
Customer data platforms also can be leveraged to conduct consent conflict resolution, another key data governance component that helps resolve ambiguities. When the marketing function can be responsive to all customer privacy requests by leveraging a customer data platform that manages consent and preferences, and provides easy access and removal options for an individual’s information, marketers are better able to focus on enhancing customer touch points to drive revenue and build loyalty — while also efficiently and effectively managing compliance with complex privacy regulations across many jurisdictions.