Gartner Research

How Marketing Leaders Can Tackle Data Governance

Published: 19 March 2019

ID: G00432049

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.

Table Of Contents

The Consequences of Poor Data Management

Introducing Data Governance

Considerations for Structuring Data Governance

Organizational Structure

State of Customer Data

Stakeholder Buy-In


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


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