This document summarizes a panel discussion on responsible data stewardship and its importance for business leadership. The panel discusses how data drives the marketing economy, with access to consumer data being a privilege requiring strong data governance. Effective data stewardship builds customer trust through purposeful data management and ensures accurate, safe and responsible data use. The panel warns of threats to the data economy from data breaches, misuse and overregulation, stressing that self-regulation is key. Recommendations include mapping customer data, developing unified data policies, training staff, and establishing a "data culture" of continuous learning.

1. Marketing in the C-Suite:
How Responsible Data
Stewardship Drives
Business Leadership
March 19, 2014

2. Your Panelists
JoAnne Monfradi
Dunn
President & CEO
Alliant
Sal Tripi
AVP, Digital
Operations &
Compliance
Stephanie Miller
SVP, Member
Engagement
DMA
@stephanieSAM

3. Why Data Stewardship
Matters
March 19, 2014

5. Advancing and
Protecting
Responsible
Data‐Driven
Marketing

6. The raw material
of effective marketing

7. 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

8. » 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

9. 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?

10. what compels
excellence
in data
stewardship?
it’s good for
business!
consumers
expect it.
regulatory
issues and
risks.

11. “When our engineers
work tirelessly to
improve security, we
imagine we're
protecting against
criminals, not our
own government.”
Mark Zuckerberg
to President Obama

12. It’s up to us:
»A successful self-
regulated business
environment begins with
effective self- regulation

13. PANEL DISCUSSION

14. Your Panelists
JoAnne Monfradi
Dunn
President & CEO
Alliant
Sal Tripi
AVP, Digital
Operations &
Compliance
Stephanie Miller
SVP, Member
Engagement
DMA
@stephanieSAM

15. » 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…

16. » 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

17. 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.

18. 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.

19. 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