Published: 19 March 2019
Analyst(s): Marketing Research Team
To reduce information silos and solve data quality issues, marketers must complement their data integration strategy with effective data governance. We offer advice on how to construct a data governance approach that supports marketing leaders’ organizational objectives.
The Consequences of Poor Data Management
Introducing Data Governance
Considerations for Structuring Data Governance
State of Customer Data
Data Integration Strategy
Understanding the Applicability of Each Approach
Siloed Data Governance
Coordinated Data Governance
Stand-Alone Information Governance
Structuring a Flexible Data Governance Approach
Advantages and Disadvantages of Siloed Data Governance
Advantages and Disadvantages of Coordinated Data Governance
Advantages and Disadvantages of Stand-Alone Data Governance
Table 1: Advantages and Disadvantages of Data Governance Structures
Tailoring a Management Framework
Table 2: Considerations for Data Governance Structures
Tips for Creating a Data-Friendly Culture
Motivate Employees to Follow Data Governance Procedures
Define Your Standardization Approach
Make Integrated Data Easier for Employees to Use
Create Data Gatekeepers
Recommended by the Authors
©2019 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see
Guiding Principles on Independence and Objectivity.