Deleting data is incredibly problematic (and expensive!) in Adobe analytics.
One of the impacts is on our agility - we have several dimensions that are tied up as they contain historic data that is no longer relevant and we are waiting for that data to disappear through the standard data retention deletion process before we reuse - This is something we really struggle with.
The requirement is to be able to quickly re-purpose variables/dimensions, thus increasing the flexibility/agility of the Adobe Analytics tool.
For this scenario the requirement is to prevent end users seeing the historical data (rather than deleting the data). Therefore I was wondering if there was an alternative approach which would allow us to free up dimensions quickly for new purposes.
The problem with deleting data seems to be unpicking all the processing that has happened. My thinking is this unpicking could be avoided by having virtual variables (much like a "virtual track" on a digital multi-track recorder)
Each prop/eVar would have say 3 "virtual" versions. The admin console would allow admins to switch between which virtual version of a prop/eVar is in use.
This would mean only one virtual version of a prop/eVar would be available at one time to record new data into and retrieve data from.
At a time when the original purpose for a prop or eVar is no longer relevant the admin could simply cut across to a new/fresh version of the prop/eVar - allowing immediate re-purposing.
This would be different to deleting data as all virtual versions would continue to exist in the background but only one available at any one time (i.e. no data is actually deleted)
From a storage/infrastructure perspective it should also be different to just giving us loads more props/eVars as only one virtual variable could be recording new data at any one time (so storage requirement should be less)
NOTE: this sort of already exists for eVars in the way that switching between different attribution types (linear/first touch/last touch) cuts across to a different instance/version of the eVar