Nudged along by pandemic lockdowns, consumers have moved to digital interactions with marketers at a rate even faster than the already accelerating pace that prevailed before the health crisis emerged. According to the latest Digital Economy Index from Adobe, U.S. consumers spent more than $66 billion online in July 2020, 55% more than one year earlier.
Marketing organizations were already responding to this increase in digital interactions, with many of them moving to processes that enhance the customer experience in real time. The problem, they soon discovered, was that such processes make it nearly impossible to manually manage data governance. Becoming a real-time brand is great, but if governance can’t keep up, the advantages could be lost. Avoiding the loss, misuse, or inadvertent use of personally identifiable information (PII) and other restricted data is becoming more pressing as new statutes and compliance regimes like GDPR and CCPA keep coming.