From May 25 2018, we will apply the new rules related to the processing of personal data, known as GDPR. GDPR stands for General Data Protection Regulation. It will change a lot. In addition, it requests from all the companies to comply with the rules right away.
According to the official definition of GDPR should be understood as:
The General Data Protection Regulation (GDPR) (EU) 2016/679 is a regulation in EU law on data protection and privacy for all individuals within the European Union. It also addresses the export of personal data outside the EU. The GDPR aims primarily to give control to citizens and residents over their personal data and to simplify the regulatory environment for international business by unifying the regulation within the EU.
Moreover, the entry into force of the rules related to GDPR has also its influence on the analytical products. Especially those related to the collection of traffic data and the behavior of users of Internet services.
Adobe Analytics published a video presenting the functionality of this tool. It shows that you can control and manage settings related to data retention:
To clarify, Adobe describes this interface as:
Adobe Analytics provides a Data Governance user interface that lets you, as the data controller, set privacy labels on your Analytics reports suites and all the dimensions and metrics in those report suites. You can identify the columns in your data set that contain directly identifiable data or indirectly identifiable data so that you can submit your access and delete requests to address that data. For each request, the labels defined in the Analytics Data Governance user interface will be honored for the specific identifier that corresponds to that request.
In addition, you can find more information about Adobe readiness for GDPR here.