Data Ownership Battle Between Marketing & IT

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The document discusses the growing tension between marketing and IT departments over data usage and ownership. As digital transformation increases marketing's role, only 30% of CIOs report having a strong relationship with marketing. Both departments feel squeezed by increasing data volumes, varieties, and velocities. Proper data management through cleaning, controlling access, and avoiding holes is important to make "big data" useful instead of "pants."

Technology Business

Data – the new
battleground
between
marketing & IT?
Vicky Brock, CEO @ClearReturns www.clearreturns.com

Vicky@clearreturns.com @brockvicky www.clearreturns.com
“give us
your
datas” Especially
the big
ones

Vicky@clearreturns.com @brockvicky www.clearreturns.com
Incoming
alert
50 API reqs
10 new tags 3 new SIs
Several clouds
Anyone seen our big
data.... ?
Anyone else
feeling a bit
squeezed?

Vicky@clearreturns.com @brockvicky www.clearreturns.com
Only 30% of
CIOs have
“very strong”
relationship
with marketing

Vicky@clearreturns.com @brockvicky www.clearreturns.com
If marketing
increasingly own
digital, should
they own
data?

Vicky@clearreturns.com @brockvicky www.clearreturns.com
Variety?
Volume?
Velocity?
Big data = pants

Vicky@clearreturns.com @brockvicky www.clearreturns.com
Clean is best
Holes = bad
Controlling access
is a good thing

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