Real-World Data Governance: Governing Customer Data – Is There a Difference?

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Copyright © 2012 Robert S. Seiner – KIK Consulting & Educational Services / TDAN.com
Non-Invasive Data Governance™ is a trademark of Robert S. Seiner & KIK Consulting
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Robert S. Seiner
KIK Consulting & Educational Services – KIKconsulting.com
The Data Administration Newsletter – TDAN.com
Real-World Data Governance
Governing Customer Data – Is There a Difference?
Monthly Webinar Series Hosted by DATAVERSITY
Robert S. Seiner – KIK Consulting / TDAN.com
September 19, 2013 – 2:00 p.m. EST

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Upcoming Webinars
• Real-World Data Governance – 2013 Monthly Webinar Series
– 10/17/13 – Managing Governance Metadata for Mass Consumption
– 11/21/13 – Governing Data – Big and Small, Come One Come All
– 12/19/13 – Data Governance Expectations
 Visit DATAVERSITY.Net for More Information

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Governing Customer Data
Abstract
• Many organizations select a specific domain or subject area of data to focus
on as they kick off their data governance initiative.
• More often than not, it seems that subject area is Customer data.
• It is common practice these days for organizations to become customer-
centric through being data-centric.
• Perhaps that is the case with your organization.

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Abstract
• The truth is that the 360 degree view of the customer and the data that we
have about the customer is constantly evolving and the importance of what
we know about our customers, members, subscribers, is becoming the key
to how we gain; sell to; market to; support; secure; treat; the main thing
that keeps us in business.
• Is there or should there be a difference in how we govern data about our
customer versus other data?
• Maybe, but maybe not.

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Basics of Data Governance
 Data Governance
 Data Governance is the Execution and Enforcement of Authority Over the Mgmt. of
Data and Data-Related Resources.
 Data Stewardship
 Data Stewardship is the Formalization of Accountability Over the Mgmt. of Data and
Data-Related Resources.

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 Non-Invasive Data Governance™
 The practice of:
 applying formal accountability & behavior
 through non-invasive roles & responsibilities
 to existing and / or new processes
 to assure that the definition, production & usage of data
 assures regulatory compliance, security, privacy, protection & quality.

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How is Customer Data Different?
• A Customer by any other name …
• Other names for Customer:
– Member
– Associate
– Student
– Subscriber
– Patient
– Visitor
– Guarantor
– …
• Are other types of data as confusing?

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• Six Questions About Your Customer Data
– Is Customer Data different from the other data in your organization?
– Is your Customer Data more heavily regulated than other data?
– Are their more people who handle Customer Data than other data?
– Is your Customer Data used in more decisions than other data?
– Is your Customer Data managed any differently than other data?
– Is your Customer Data more of a corporate asset than other data?

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• Big Question:
– Should we govern Customer Data any differently than other data?

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• Is Customer Data different from the other data in your organization?
• Yes or No?
– Yes – because it is a different subject matter.
– Yes – because of where the data comes from.
– Yes – because of how it impacts all other data.
– Yes – because of the rules we have to follow.
– Yes – because without our customers we go out of business.
– No – because it is just data.

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• Is your Customer Data more heavily regulated than other data?
• Yes or No?
– Maybe?
– List of U.S. Privacy Laws
– International Laws
– Other than Privacy
– Classification
– Security
– Operations
– Business Rules

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• Are there more people who handle Customer Data than other data?
• Yes or No?
– Yes – More attention is paid to Customer data.
– Yes – from
• strategy to
• marketing to
• sales to
• operations to
• customer Services to
• support to
• retention to
• retirement – It hits everybody.
– No – It is just data.

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• Is your Customer Data used in more decisions than other data?
• Yes or No?
– Maybe – depends on your organization’s business.
– Yes – at least some people think so.
– Yes –
• how to identify customers
• how to attract customers
• how to sell to customers
• how to service customers
• how to determine lifetime value of customers
• how to satisfy customers
• when to lose customers
– No – it is just data.

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• Is your Customer Data managed any differently than other data?
• Yes or No?
– Yes – more attention is paid to customer data.
– No – we don’t manage any data well.
– No – there are multiple occurrences of customer data.
– No – there is not a single answer to “what is a customer”.
– No – customer is just another domain of data.
– No – there are stewards and owners of customer data.
– No – it is just data.

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• Is your Customer Data more of a corporate asset than other data?
• Yes or No?
– Yes – customers are our most important asset so therefore …
– Yes – what we know about our Customers drive our business.
– Yes – we are becoming a “Customer Centric” organization.
– No – it is just another domain of data.

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• Should we govern Customer Data any differently than other data?
• The answer to that question is …
• Could lead to lengthy debate.
• Customer Data Governance Programs
– Focused on increases in Customer touch points.
– Utilizing real-time POS data. (point of sale … not piece of $^&%)
– Customer Big Data – Customer Promotions
– Customer Social Media
• Or is it just another domain or subject area?
• The answer to that question is …

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• Start By Focusing on What Customer Data Stewards Do
– And How What They Do is Different From What Other Stewards Do
• Day to Day Responsibilities / Activities
• Decision Making
• Scrutiny
• Evaluation
• Security, Privacy, Classification … Rules and Enforcement
Customer Data Stewards

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• Customer Data Stewards or Data Stewards of Customer Data?
• Is there a difference?
• Customer Data Domain Stewards or Subject Matter Experts or Owners?
• Customer Data Definers
• Customer Data Producers
• Customer Data Users

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• Seiner’s Rules for Becoming a Data Steward
1. A Data Steward can be absolutely anybody.
2. Being a Data Steward describes a relationship to data and is not a position.
3. A Data Steward is not hired to be a Data Steward.
4. A Data Steward does not need to have the title of “Data Steward”.

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• Seiner’s Rules for Becoming a Data Steward
5. A Data Steward does not have to be told how to do their job.
6. Public or Industry Data Steward Certification is a load of bunk.
7. There is more than one Data Steward for each type of Data.
8. Data Steward training should be focused on “Formalizing Accountability”.

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• Responsibilities of the Operational Data Stewards:
– Doing their job with formal accountability for the data they define, produce,use.
– Understanding their impact on the quality and usefulness of data for the organization.
– Understanding the meaning and priority of data governance for the organization.
– Communicating new and changed business requirements to impacted individuals.
– Communicating concerns, issues and problems with data to change influencers.
Operational Level
Operational Data Stewards (existing)
Data Definers, Producers, Users
These people are presently defining,
producing and using data as part of their
jobs. Recording of the Operational Data
Stewards will be an important enabler of
improved communications, coordination
and cooperation among stewards.
Tactical Level
Data Domain Stewards
Per assigned Subject Areas
Data Steward Coordinators
One per Business Unit
Strategic Level
Data Governance Council
Data Governance Sponsors Group
or Group of similar participation. One person, plus
alternate, for each Business Unit represented & IT.
Consider financial services & human resources.
Executive Level
Data Steering Committee
Senior-most level knowledge of the program.
Leverage existing business structure as possible.
If no structure exists, utilize an IT Steering Committee
or an executive founded board or council.
Operational Level - Business Unit Specific
Strategic -
Enterprise
Tactical Level - Cross Business Unit
Executive
“Non-Invasive Data Governance”™ Operating Model
of Roles & Responsibilities
Escalation
/Appro
valPath
Copyright © 2009 - Robert S. Seiner - KIK Consulting & Educational Services, LLC - All Rights Reserved
Data
Governance
Program
Team
(D
GPT)
IT
Subje
ctResource
Experts
Data Governance Program Team
Data Governance Team Manager
Responsible for Administering the Program,
facilitating use of the Data Governance Council,
communicating program components and value to the Organization.
Advisory assistance from other levels.
IT Subject Resource Experts
System/Data Resource Experts
IT Staff including Application
Development, Data Design,
Security, and other Data
Resource Management.
Com
m
unication
KIK Consulting & Educational Services, LLC

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• Responsibilities of the Customer Data Domain Stewards:
– Responsible for ‘enterprise’ management of a domain of data.
– Identified by position (or person) as part of a single business unit or function.
– When acting in role of domain steward, affiliation to business unit secondary.
– Involved/facilitator in cross business unit resolution of data definition,
production and usage issues.
– May or not be the authority (decision maker).
– Depends on position in the organization.
Operational Level
Operational Data Stewards (existing)
Data Definers, Producers, Users
These people are presently defining,
producing and using data as part of their
jobs. Recording of the Operational Data
Stewards will be an important enabler of
improved communications, coordination
and cooperation among stewards.
Tactical Level
Data Domain Stewards
Per assigned Subject Areas
Data Steward Coordinators
One per Business Unit
Strategic Level
Data Governance Council
Data Governance Sponsors Group
or Group of similar participation. One person, plus
alternate, for each Business Unit represented & IT.
Consider financial services & human resources.
Executive Level
Data Steering Committee
Senior-most level knowledge of the program.
Leverage existing business structure as possible.
If no structure exists, utilize an IT Steering Committee
or an executive founded board or council.
Operational Level - Business Unit Specific
Strategic -
Enterprise
Tactical Level - Cross Business Unit
Executive
“Non-Invasive Data Governance”™ Operating Model
of Roles & Responsibilities
Escalation
/Appro
valPath
Copyright © 2009 - Robert S. Seiner - KIK Consulting & Educational Services, LLC - All Rights Reserved
Data
Governance
Program
Team
(D
GPT)
IT
Subje
ctResource
Experts
Data Governance Program Team
Data Governance Team Manager
Responsible for Administering the Program,
facilitating use of the Data Governance Council,
communicating program components and value to the Organization.
Advisory assistance from other levels.
IT Subject Resource Experts
System/Data Resource Experts
IT Staff including Application
Development, Data Design,
Security, and other Data
Resource Management.
Com
m
unication
KIK Consulting & Educational Services, LLC

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• Responsibilities of the Customer Data Domain Stewards:
– Responsible for escalating well-documented issues to the strategic level with or
without recommendation.
– Responsible for documenting data classification rules, compliance rules, business
rules for data in their domain (may delegate this).
– Responsible for making certain the rules are communicated to all stakeholders of
data in that domain (may delegate).
– Responsible for participating in tactical groups (with other domain stewards,
steward coordinators, and operational stewards) for finite periods of time to
address specific issues and projects related to their domain and business unit.

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• Messages for Management
– We ARE already governing data (but we are doing it informally).
– We CAN formalize how we govern data by putting structure around what we are
presently doing.
– We CAN Improve:
• How We Manage Data Risk & Secure Data
• Data Quality & Provide Quality Assurance
• Coordination, Cooperation, Communications Around Data
– We DO NOT Have to Spend A Lot of Money.
In fact … Data Governance only costs the time we put into it.
– We NEED structure. We should consider a Non-Invasive approach.
Staying Non-Invasive

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• Messages for Management
– Data Governance does not have to be A HUGE CHALLENGE.
– Data Governance is NOT A TECHNICAL SOLUTION.
– PEOPLE BEHAVIOR IS GOVERNED, Not Data.
– Data Governance is an EVOLUTION, NOT REVOLUTION.

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• Data Governance Bill of “Rights”
Getting the “Right” People
… Involved at the “Right” Time
… In the “Right” Way
… Using the “Right” Data
… To Make the “Right” Decision,
… Leading to the “Right” Solution,
… Most of the Time.

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Upcoming Webinars
• Real-World Data Governance – 2013 Monthly Webinar Series
– 10/17/13 – Managing Governance Metadata for Mass Consumption
– 11/21/13 – Governing Data – Big and Small, Come One Come All
– 12/19/13 – Data Governance Expectations
 Visit DATAVERSITY.Net for More Information

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Twitter at #RWDG 34
Twitter at #RWDG 34
Twitter at #RWDG 34
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• Robert S. Seiner
KIK Consulting & Educational Services – KIKconsulting.com
The Data Administration Newsletter – TDAN.com
Post Office Box 112571, Upper St. Clair, Pennsylvania 15241
412.220.9643, 412.220.9644 (Fax)
rseiner@kikconsulting.com
rseiner@tdan.com
Contact Information

Real-World Data Governance: Governing Customer Data – Is There a Difference?

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