The Data-Driven Marketing Economy
$156 billion | 675,000 jobs
Due to exchange of data across the ecosystem ($110B)
Source: DDMI, Value of Data, Oct 2013,
» 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
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?
it’s good for
“When our engineers
work tirelessly to
improve security, we
criminals, not our
to President Obama
It’s up to us:
»A successful self-
environment begins with
effective self- regulation
President & CEO
» 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
» Ensure that partners use data responsibly
» Ensure that marketing, IT, customer service
have the right training…and keep getting it
» Criminal Data breaches
» Irresponsible data usage by business
» One-sided media attacks
» Fear mongering by consumer advocates and
» Proposed regulations that constrain free
commerce in data
» Conflation of marketing purposes
Threats to the data-driven
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.
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
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.
» DMA Ethical Business Guidelines
» Winterberry Group Data Governance Whitepaper
» DMA Advance Blog
» DDMI Value of Data study:
Get a copy of today’s slides from the DMIX
website or email smiller@the‐dma.org