Industry is challenged to ride the Big Data tidal wave. The average organization doesn’t use half of its structured data in decision-making, and less than one percent of unstructured data is analyzed or used at all, according to Harvard Business Review. That’s a lot of untapped, ungoverned data assets and therefore unmitigated risks and missed opportunities. However, if data is accessible, reliable and actionable, it can drive serious results – from regulatory compliance (think GDPR) to topline revenue. So, forget everything you know about data governance as it’s been practiced until now. It’s time to adopt a persona-based approach that joins IT and business functions to ensure organizational objectives are met with everyone – from executives on down – invested in and accountable for data use. Creating such an end-to-end enterprise data governance experience makes data governance everyone’s business. Then they can manage data’s downsides while maximizing its upsides for optimal organizational performance.