The Power of Data – Trust It
“Building a sound governance model ensures marketing is on that
right track to building data-driven brand growth - and protecting
- The Direct Marketing Association
Data Governance Best Practices Ensure
1. Data Availability
Is your data accessible and current when it’s needed?
2. Data Usability
Can your data be used to makes sound decisions?
3. Data Integrity
Is your data trusted?
4. Data Stewardship
Are you following privacy & compliance requirements?
Data Governance Components
A Successful Data Governance Team
Must have strong support from executive leadership, the participation
of IT, data owners and data users.
The team should include a small static core integrating additional input
Data Governance Policy
Policies are a guide to decisions and achieve rational outcomes
Data shall be collected in a lawful and appropriate manner in accordance with the requirements of applicable
Development Data includes personal data, demographic data, income and giving data
The Organization owns the data, but a specific person in the form of a Data Steward will be designated with the
ultimate responsibility to define how the data is managed
Data Governance Technology
Data Governance in Action
• The use and management of data is defined
• Business policies for data model, data quality, security, lifecycle
management are integrated with user interactions
• Data Governance policies drive the behavior of systems when
• Data is monitored and issues are addressed proactively before
negatively impacting the business
Assemble the Core
Managing the Data Governance Process
”Marketing Data Governance is an ongoing process and should
be ever-changing as companies innovate and add new data
capabilities, new data, new devices, new services, and launch
- Peg Kuman, Vice Chairman of Relevate Group
Continue the Process
For more information on how to develop your Data Governance contact
Data Best Practices