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Marketing Data Governance

DMA has launched a comprehensive course and certification for marketers who use, access, and live in the world of data and information. Anyone in your organization who sells information, uses data for marketing, works with clients who access and use data should attend this leading edge program.


Marketers should always follow best practices when it comes to data and information security, including physical security, virtual security, monitoring, and have in place business rules that insure privacy, and compliance including notice and customer choice. After years in the works, DMA has launched a comprehensive course and certification for marketers who use, access, and live in the world of data and information. Your sales and marketing team will become the go-to source for your clients and customers armed with the most current information on the public policy debate about data and information- and become conversant and knowledgeable about all facets of marketing data governance.

Who should attend

Anyone in your organization who sells information, uses data for marketing, works with clients who access and use data should attend this leading edge program. Upon course completion and successfully passing the final course assessment, the attendee will be certified in all matters of marketing data governance and will understand data governance as it pertains to sales and marketing.


  • Marketing Data from Sourcing to Access
  • Data Descriptors, Data Channels
  • Online and Off-line Media - Where Data is Used and Intersects
  • Data Use, Privacy, Security and Compliance
  • Best Practices
  • Data Ownership and the Public Policy Debate

About The Instructor

Peg Kuman
Peg Kuman is a senior executive with over 40 years of professional expertise in Direct and Digital Marketing. She is regarded as an expert in the use of data... Read More »

Course Pricing

  • dollar Member - $1,399
  • dollar Non-Member - $1,699
See The DMA Member Benefits »

Course Duration

  • 2 days

Day 1: 9:00 A.M.- 5:00 P.M

Introduction: Marketing Data: Profit, Growth, Regulation, Scrutiny and Growth
  • Data-Governance: How did we get here?

Data Governance Defined

  • The 4 Crucial Components of Data Governance:
    • Privacy
    • Security
    • Data Provenance
    • Stewardship

The Drivers of Data Governance

  • Scale
  • Global
  • Innovation
  • Profit
  • Regulation
  • Media

Marketing Data History and Overview

  • How big is BIG marketing data
  • Confluence of cross channel and multiple touch point marketing
  • Media influencers

Data Matters: Understanding Marketing Data

  • Types & Classifications of Marketing Data
    • Qualitative/quantitative data
    • Discrete/continuous data
    • First party data/third party data
    • Online/offline data
  • Differences/similarities in defining data types
  • Data collection – created, built, sourced, compiled and/or aggregated
  • Data quality: definition & ROI
  • Examples of multi-sourced data

Classifying Data

  • Levels of sensitivity
  • Size of the data
  • Data access
  • Data ownership
  • Data use
  • Data residence

Online Behavioral Advertising

  • How does it work?
  • Anonymizing data
  • Best practices
  • Evolving trends in data sophistication and targeting


  • M-commerce trends and stats
  • Making mobile work- business cases
  • FTC weighs in
  • Innovation while navigating best practices


  • Pushing the privacy envelope
  • Best practices – business cases
  • Worst practices – business cases
  • Attribution

Data Provenance: Ownership

  • Who owns the data
  • A discussion of ownership

Data Flow

  • Introducing the data checklist
  • Data flow mapping
  • Inventory
  • Control, Access, Use

Day 2: 8:30 A.M.- 4:30 P.M
Data Flow Recap

  • Understanding & documenting data flow
  • Inputs, outputs and processes

Privacy: Balancing Marketing Innovation & Customer Respect

  • Privacy concerns with marketing data –
    • Consumers: “How did you get my name?”
    • Media
    • Legislators
  • Defining data stakeholders
  • Building brand and customer trust
  • Who does it best and how you can too!
  • Privacy & data sourcing
    • What marketers should know about contracts and audits
  • Current rules of the road: Privacy tool kit & best practices

Security: Mitigating the Risks by Controlling Protection & Use

  • Data access- marketing, sales and IT
  • Data storage
  • Data provenance (ownership)
  • Data use: where, how and who
    • Understanding internal and external users
    • Why control data the access and use
    • Securing and controlling data access and use
  • 4 tips on how to improve already good security

Incident Management: Being Prepared When Bad Things Happen

  • Biggest vulnerabilities for use and misuse
  • Managing proper use and preventing misuse
  • Case studies: the best and the worst
  • General communication
  • Client service
    • What you should know about your customer’s data
    • Managing complaints – examples and best practices in handling
  • Breaches & leakage: consequences and examples
  • A breach case study
  • The marketers role when a breach occurs
  • Why you should have a feedback mechanism
  • Tips for improving responsible data use

Best Practices: Having Policies in Place

  • Compliance – Notice and option
  • Trust innovation: Privacy
  • Access and control: Security
  • Acceptable use: Compliance
  • Transparency: Communication
  • DMA and other guidelines
  • Understanding safe harbor

Data Governance Assessment

  • Assessing your company’s data governance as it relates to your sales and marketing
  • Create and outline for customer audit and assessment
  • Test your assessment
  • Identify areas to improve
  • The regulatory landscape…here, across the pond and beyond. The best of times and what is on the horizon

Bad Actors Influence Policy! How Can You Positively Contribute to the Debate

  • Data rights, and the public policy debate
  • Where best practices and consumer interests intersect
  • Outlook for the next 2 cycles
  • New media impact going forward
  • DDMI – Take the pledge

Wrap Up

  • Class discussion and review
  • Next steps and assessment requirements
  • Schedule loop completer

Are you just dying to attend one of DMA’s Education seminars this year, but you’re not sure how to convince your boss to let you attend? Try one of these approaches.

  • “I know budgets are tight, but this is an opportunity that pays for itself instantly. A single tip from any of the DMA seminar could pay for the costs of the whole training. I’ll be learning secrets from practicing experts and industry thought leaders.”
  • “I’ll become more proficient in industry best practices, as well as on the latest tactics and technologies in today’s ever‐evolving marketing landscape. From direct mail to data governance, social media to email marketing; the DMA has all of our needs covered.”

I can share what I learned after the seminar; maybe host a brown‐bag working lunch and present the team with all the new techniques, strategies, and ideas I’ll come back with. Combining my own notes and ideas with the session handouts provided by the DMA, I’ll have plenty of inspiration and information to share when I return. Besides… this’ll allow everyone to get trained all for the price of sending just one person; and the team will definitely appreciate the opportunity to find out about the latest strategies used by many of our competitors today.

Still presenting itself as a hard sell? Inform your boss that your course can go on their accomplishments at the end of the year for their review: “Trained staff to improve results!” This is a win/win.

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