This document provides an agenda for a Salesforce data governance and stewardship roundtable workshop. The workshop will include discussions on how to get started with a data stewardship program, how to navigate challenges in an ongoing program, and how to measure success and plan for the future. Key topics that will be covered include establishing governance policies and standards, defining roles for stewardship, addressing data quality issues, using tools for data cleansing and deduplication, and ensuring legal and regulatory compliance. Participants will have opportunities to discuss challenges their organizations face and strategies for defining problems, analyzing causes, measuring results, and gaining ongoing support for data initiatives.

1. Salesforce Data Governance and
Stewardship Roundtable Workshop
​Tarek
​Senior Manager, Product Marketing
​mjeffries@salesforce.com
​
Collaborating towards data governance
​Eric Kasserman
​Senior Manager, Data.com SI Partner Program
​ekasserman@salesforce.com
​

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Safe Harbor

3. Format – What we are going to be doing
​A forum of discussion topics with experts and best practices
Introduction and Overview of Data Governance &
Stewardship
10 minutes
How to get started with a data stewardship program
15 minutes
(Group Discussion)
How to navigate the challenges of a program mid journey
Showing ROI at the end of initiative and identifying future
needs
Q&A and Wrap-up 5 minutes

4. More data is being created than ever before
The Market and your Customers are Moving Faster

5. By 2020, 70 percent of F500 companies
will make decisions from a mash-up of
more than 5 third party data sources.
*Source: IDC ICT Market Outlook & 3rd Platform Update. Oct 2013.

6. Endemic data challenges
What we Have Seen Customers Struggle With
Name Phone
Bob Johnson 415-536-6000
Bob Johnson 650-205-1899
Rob Johnson 415-536-6100
Bob C. Johnson 408-209-7070
Bob Johnson 415-536-6000
Rob Johnson 650-205-5555
Bob T. Johnson 650-780-9090
Robert Johnson
(415) 536-2283
✓
90%Incomplete
74%Need Updates
21%Dead
15%+Duplicate
20%
Useless

7. ​What part of the organization
​are you from?
​Harness your data
​Unleash your organization
​Know your customer
C LEVEL
•CEO-Executive
•COO-Operations
•CMO-Marketing
•CTO-Technology
•CIO-Information
•CXO-Other
MARKETING
•Product
•Engineering
•Lead Generation
•Brand Management
SALES
•Customers
•Competitors
•Offerings
•Forecasting
SUPPORT
•Customers/SLAs
•Satisfaction
•Research & Design
•Third Party
Affiliates
FINANCE
•Billing/Revenue
•Accounting
•Forecasting
•Reporting
HUMAN CAPITAL
•HR/Administration
•Talent Acquisition
•Staffing & Comp
•Payroll/Benefits
•Training & Career
Mgmt
OPERATIONS
•Engineering
•Suppliers/Vendors
•Delivery/Logistics
IT
•ERP/Accounting
•CRM/SFA
•Content/Storage
•Asset Management
•Security
LEGAL
•Regulatory
•Compliance
•Contracts
•Risk Management
Every Team Cares About Customer Data Quality

8. Data Governance Framework
Think about your organization as you discuss:
• General management
statementsPolicy
• Specific mandatory
controlsStandards
• Recommendations
/best practicesGuidelines
• Step by step
instructionsProcedures

9. ​1. Getting started with a data stewardship program
​2. Getting tactical in the middle of a initiative
​3. Measuring success and the path forward post project
Key Topics for Today

10. Getting Started with Data
Stewardship

11. Data Governance and Stewardship
​How to get started
Governance Stewardship
Setting
the rules
Monitoring
day to day
activities
Getting started on Governance:
Get a team empowered to make key
decisions (eg: what is an account)
Getting started on Stewardship:
Full time, part time, what tools?

12. Getting Started
Data Governance
​Understand your legal and regulatory environment:
• Encryption, Data Retention, Auditing, and Data Residency (HIPAA, SOX, DoE, EU,
etc)
• Required or forbidden information (DoL, PIIA, KYC, etc)
​Understand your requirements for accuracy, precision, grain, timeliness, quality,
consistency, comprehensiveness, relevance, accessibility, etc
​Define and classify your data
​Understand the flow of data, where it is gathered, and how it is used to further your
organizational strategy

13. Getting Started
Data Stewardship
​Follow your legal and regulatory requirements:
• These are typically defined by policies, which you may help to create
• Requirements often have well-established pathways to work within or around them
• You may have to work with Security, Disaster Recover, and Backup teams
​Understand your requirements for accuracy, precision, currency, etc.
• Remember that you can never recover a loss in any of these dimensions
• But you do not have to retain the highest levels at all times, in all systems
​Enforce proper terminology and data classification
​Define the flow of data, where it is gathered, and how it is used to further your
organizational strategy

14. Table Discussion Questions
Getting started with a data stewardship program
• What people/roles should be included in Data Governance?
What people/roles should be included in Data Stewardship?
• What issues are you facing because of Data challenges?
• As you define Governance policies…
• What are the field’s (or set of fields) requirements for currency, timeliness, precision, grain, etc.
• Who provides the data? Can they meet the requirements?
• Who can create, see, edit, or delete the data? Does it need encryption, tracking, or other security
restrictions?

15. Getting Tactial with Data

16. BE PROACTIVE - Data Hygiene
Keeping it clean with de-duplication and standardization
Proactively setting
up Salesforce to
prevent duplicates
and enforce
standardization is
essential.
You can do this by:
• Duplicate Management (new in Spring ‘15)
• Validation Rules
• State and Country picklists
• Use Correct Field Types
• Streamlined record entry through referential databases
(Data.com)

17. WHEN YOU HAVE TO REACT - Data Cleansing
Tools for improving the database health
Reactive cleansing will always been a part of the ongoing data management strategy.
Automated Manual
Excel Tools
Custom
Exception
Reports
Data.com
Duplicate
Reports
Data.com
Clean
Jobs
Master Data
Management
Systems

18. ​Database health is more
than scrubbing existing
data.
Is missing data hurting your organization
100% Clean and Not Done
Marketing
Goals
Sales Goals Customer
Service and
Retention
Database
Health

19. Table Discussion Questions
De-duplication, data standardization and using referential data sources
• What other data sources do you use to populate your organization’s databases and what
challenges do they present?
• What tools do you use to help you proactively control data coming in?
• What tools do you use to help you react to poor data and improve hygiene?
• Does lack of data hurt your business as much as unclean data?

20. Table Discussion Questions
Measuring and Reporting
Define
• Share insights on how you have been able to define the data governance problem in your company
Analyze
• Once the problem is defined, success criteria identified and cause analyzed; How do you turn
analysis into buy in?
Measure & Communicate
• Once you project was completed, what did success look like?
• How did you communicate Data governance policies, stewardship program and results of efforts?
Is this ongoing communication?

21. Thank you