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Dec 01

Why in-house marketing data governance matters

  • December 1, 2015
  • Marketing Data Management, Marketing Technology

In a recent article for CMSWire, VP of Data Strategy Kevin Dodson outlines key challenges for marketers in the face of an incredibly rapid pace of industry change.

“It’s a constant challenge for marketers to keep up,” he writes, “but one issue stands out as the biggest pain point—lack of insight into what’s working across it all.”

In Clean Up Your Messy Marketing Data Kevin explores the various reasons why many marketers still struggle to answer vital questions, like, are we meeting our goals? Where should we spend our next marketing dollar? But really, “it all boils down to how we manage and use data.”

So how, then, should we manage and use our marketing data? Marketers must develop an automated, in-house data governance capability that aggregates and normalizes ALL marketing spend and performance data, and ties it with business outcomes, Kevin explains. He then brings it home with a great list of benefits that come from that in-house data governance capability:

1. A single source of truth.
2. Integrated, omnichannel visibility.
3. Dashboards and scorecards we can trust.
4. A platform for experimentation and accountability.
5. An organizational memory.

Check out the full article: Clean Up Your Messy Marketing Data

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