Data retention is the rule for how long a platform keeps each kind of customer data before deleting or anonymizing it. Privacy law asks for a limit that fits the purpose; platforms charge for what they store; models need enough history to learn. The retention policy is where those three meet.
Category
Data Governance, Privacy
Also known as
retention policy; retention period
In practice
Set retention per data type, not one number for everything. Raw web events can go after a year; consent records and purchase history usually cannot.
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