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Marketing in the C-Suite:
How Responsible Data
Stewardship Drives
Business Leadership
March 19, 2014
Your Panelists
JoAnne Monfradi 
Dunn
President & CEO
Alliant
Sal Tripi
AVP, Digital 
Operations & 
Compliance
Stephanie Mi...
Why Data Stewardship
Matters
March 19, 2014
Advancing and 
Protecting 
Responsible 
Data‐Driven 
Marketing
The raw material
of effective marketing
The Data-Driven Marketing Economy
$156 billion | 675,000 jobs
70%
Due to exchange of data across the ecosystem ($110B)
Sou...
» That privilege is under attack. Strong data
stewardship is a pre-requisite for continued
access to the data we need.
Acc...
Builds customer trust through:
» Purposeful data governance;
» The intentional collaboration of all data
stakeholders to i...
what compels
excellence
in data
stewardship?
it’s good for
business!
consumers
expect it.
regulatory
issues and
risks.
“When our engineers
work tirelessly to
improve security, we
imagine we're
protecting against
criminals, not our
own govern...
It’s up to us:
»A successful self-
regulated business
environment begins with
effective self- regulation
PANEL DISCUSSION
Your Panelists
JoAnne Monfradi 
Dunn
President & CEO
Alliant
Sal Tripi
AVP, Digital 
Operations & 
Compliance
Stephanie Mi...
» Know what data types you have
» Know who has access to what data
» Know your legal obligations for each data type
» Ensu...
» Criminal Data breaches
» Irresponsible data usage by business
» One-sided media attacks
» Fear mongering by consumer adv...
Winterberry Group: 5 Actions to Build a
Strategic Data Governance Capability
1. Map your customer information
2. Develop a...
DMA Guidelines: Data Security Checklist
 Periodic audit of data retention. What is stored, on what servers, and
who has a...
Resources
» DMA Ethical Business Guidelines
• thedma.org/guidelines
» Winterberry Group Data Governance Whitepaper
• thedm...
Data Governance and Marketing
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Data Governance and Marketing

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Why should marketers care about governance and self regulation? Because data use is a privilege, not a right.

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Transcript of "Data Governance and Marketing"

  1. 1. Marketing in the C-Suite: How Responsible Data Stewardship Drives Business Leadership March 19, 2014
  2. 2. Your Panelists JoAnne Monfradi  Dunn President & CEO Alliant Sal Tripi AVP, Digital  Operations &  Compliance Stephanie Miller SVP, Member  Engagement DMA @stephanieSAM
  3. 3. Why Data Stewardship Matters March 19, 2014
  4. 4. Advancing and  Protecting  Responsible  Data‐Driven  Marketing
  5. 5. The raw material of effective marketing
  6. 6. The Data-Driven Marketing Economy $156 billion | 675,000 jobs 70% Due to exchange of data across the ecosystem ($110B) Source: DDMI, Value of Data, Oct 2013,  www.thedma.org/valueofdata
  7. 7. » That privilege is under attack. Strong data stewardship is a pre-requisite for continued access to the data we need. Access to Consumer Data is a Privilege
  8. 8. Builds customer trust through: » Purposeful data governance; » The intentional collaboration of all data stakeholders to insure accurate, safe, and responsible use of the data; » The long term sustainability of both compliance behavior and business strategy in a sea of changing technology, laws, and regulations What Is Data Stewardship?
  9. 9. what compels excellence in data stewardship? it’s good for business! consumers expect it. regulatory issues and risks.
  10. 10. “When our engineers work tirelessly to improve security, we imagine we're protecting against criminals, not our own government.” Mark Zuckerberg to President Obama
  11. 11. It’s up to us: »A successful self- regulated business environment begins with effective self- regulation
  12. 12. PANEL DISCUSSION
  13. 13. Your Panelists JoAnne Monfradi  Dunn President & CEO Alliant Sal Tripi AVP, Digital  Operations &  Compliance Stephanie Miller SVP, Member  Engagement DMA @stephanieSAM
  14. 14. » Know what data types you have » Know who has access to what data » Know your legal obligations for each data type » Ensure that the data is secure » Ensure that consumers receive proper notice and choice » Ensure that partners use data responsibly » Ensure that marketing, IT, customer service have the right training…and keep getting it Taking Responsibility…
  15. 15. » Criminal Data breaches » Irresponsible data usage by business » One-sided media attacks » Fear mongering by consumer advocates and regulators » Proposed regulations that constrain free commerce in data » Conflation of marketing purposes Threats to the data-driven economy
  16. 16. Winterberry Group: 5 Actions to Build a Strategic Data Governance Capability 1. Map your customer information 2. Develop a unified data policy based on best-practice guidelines, current regulation and operating parameters 3. Build underlying processes and infrastructure to support and control access to marketing data 4. Consider the needs of all constituent stakeholders — to optimize the value (and protect the interests) of customers, employees, shareholders, partners and other parties; 5. Develop a “data culture” grounded in continuous learning and improvement, and reinforce the need to safeguard customer data and company assets.
  17. 17. DMA Guidelines: Data Security Checklist  Periodic audit of data retention. What is stored, on what servers, and who has access?  Employ appropriate data loss prevention technologies.  Employ an appropriate data minimization plan including a data destruction and purge process.  Maintain an inventory of system access and credentials.  Segment and isolate networks based on business function to avoid compromising sensitive personal information that is used in a network.  Create an appropriate incident response plan including vendor and law enforcement contacts as well as notification requirements.  Maintain an appropriate and ongoing employee training program.  Provide the appropriate one way encryption.  Maintain an appropriate password policy including minimum standards for passwords complexity and changes.
  18. 18. Resources » DMA Ethical Business Guidelines • thedma.org/guidelines » Winterberry Group Data Governance Whitepaper • thedma.org/research » DMA Advance Blog • thedma.org/blog » DDMI Value of Data study: www.thedma.org/valueofdata Get a copy of today’s slides from the DMIX  website or email smiller@the‐dma.org
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