Published: 19 March 2019
ID: G00432050
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
Organizational Structure
State of Customer Data
Stakeholder Buy-In
Self-Service
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
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