This document discusses how aligning business process and data governance initiatives can save companies headaches and money. It notes that companies now spend more on technology than advertising. As customers generate more data than ever, companies must address data quality, targeting, privacy, security and ROI. The speaker argues that innovation and technology are needed to meet these new concerns. It emphasizes that data only has value when it enables critical business processes and decisions. The document advocates that companies transform into customer experience powerhouses through cross-team alignment, defining a common language and continually validating around the customer experience. It notes that data governance must be customized to each company's unique needs and support its business strategy. The document concludes that data governance is a continuous practice of claiming easy

2. ClosingtheGap
How aligning business process and
data governance initiatives saves
you headaches...and money

3. JordanJensen
ObservePoint
Inside Sales Team
BeaudonMcLaren
Symantec
eCommerce Manager
SPEAKERS

4. + CompaniesNeedDataMore
ThanEverBefore
Larger companies technology
budgets now surpass their
advertising budgets- 2016 CMO
Spend Survey, Gartner
40 zettabytes of data will be
created by 2020
+
Customersaregeneratingmoredatathaneverbefore

5. HowDoWeHandle
ThatData?
• Data quality
• Accurate targeting
• Privacy
• Security
• ROI
+
+
Innovationandtechnologyisneededtomeet
thenewconcerns
Before After

6. But,turningtotechnologybringsanewsetofproblems...

7. “Data has no value in and of itself. The
only value data has to offer--and the
only context in which it can ever be
considered an enterprise asset--is when
it enables critical business processes
and decisions.” - Forrester Research
TheNeedforData
Governance
++

8. TransformingIntoACustomerExperiencePowerhouse
• ObservePoint created a common language
• Define & align on a results-oriented plan
• Continually validate the customer-experience
+
+
Throughcross-teamalignment

9. DataGovernanceISNOTone
sizefitsall
• Must be able to validate around customized
values unique to your needs
• Supports your business strategy
• Holds each analytics tag accountable
• Ensures transparent ROI on marketing spend
++

10. ContinuousImprovement
• Data Governance is different than Data Management
• It’s a Process, a continuous practice
+
+
S T O P S T A R T
Putting Out Fires Developing technology strategies
Siloing teams Integrating solutions
Trying to boil the ocean Claiming easy wins and evolve

11. Q&A