DMA: Data and Marketing Association
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Course Details

Data Governance in the Era of Big Data

Good data governance encompasses the practices of privacy, security, data provenance and data stewardship. This module will cover the language and best practices of marketing data governance as well as will provide the understanding of the relationship between brand, consumer trust and data use practices.

$99 non-members $149

This course is not currently being offered. If you are interested in learning about upcoming education opportunities, visit https://www.ana.net/schoolofmarketing

Course Description

Data is the lifeblood of every organization and essential to successful marketing. But there are serious threats and challenges to ensure proper data governance at your organization. Join DMA’s legal counsel and consumer data compliance expert as they guide you through the best ethical practices to ensure that you are equipped to provide proper data governance in the era of Big Data. In this module, you will discover the key benefits of good data governance, how DMA and our industry encourages and oversees the proper use of data through active self-regulation, and how marketing data should be managed within your organization. We will show you how to find the vulnerabilities in your data practices, and equip you with the tools and action steps to ensure compliance for the benefit of your customers and organization.


  • Purpose & foundation of data governance
  • Data assessment
  • Marketing data
  • Privacy
  • Data security
  • International considerations
  • Actionable steps


Senny Boone
General Counsel, SVP, Compliance & Ethics Data & Marketing Association Read Biography »
Lisa Brown Shosteck
DMA Accountability Managing Consultant — DMA Privacy Shield Program Administrator — Director, Email Experience Council Data & Marketing Association Read Biography »

What You'll Learn

  • checkmark Key Marketing Data Concepts
  • checkmark Best practices of marketing data stewardship
  • checkmark The Relationship between Brand, Consumer Trust and Data Governance
  • checkmark Actionable Steps You Should Take

Purpose & Foundation of Data Governance

  • Threats To Good Data Governance
  • Data Governance Definition & The Four Building Blocks To Good Data Governance
  • Data Governance Key Benefits
  • Why Data Governance Is Important
  • DMA Accountability Roles

Data Assessment

  • Inventory
    • What to ask
    • Types of data
  • Assess
    • Inventory your data
    • ID data sources
  • Data Flows

Marketing Data

  • Data Types
    • PII
      • Sensitive categories
    • Public data
    • Private data/ IP data
    • Anonymized data
  • Data Security Lifecycle
    • Setting a data strategy management plan
    • US & other compliance considerations
    • Lifecycle Determinants
  • Should All Data Be Governed Equally?


  • Privacy By Design Approach
  • Building Your Privacy Policy
    • Tips for creating a privacy notice
    • Onward transfer
    • Customer privacy & marketing
  • Case Studies
    • B2C
    • Social Media
    • Direct Mail

Data Security

  • Applicable DMA Guidelines
    • Finding the vulnerabilities in your data
  • The Rise in Data Breaches
    • Security Notice
  • Steps to Take to Prepare & Protect Your Data
    • Data integrity
    • Clean/update/hygiene

International Considerations

  • Privacy Shield
    • Key components
    • Privacy shield principles
    • Privacy shield notice
  • GDPR
  • CASL
  • Differences among GDPR, CASL & CAN-SPAM

Actionable Steps

  • Protecting Your Brand
    • Balancing customer respect & innovation
    • DMA Guidelines & ethical business practices
  • Taking a Holistic Approach
    • Data silos
    • The new data governance model
    • Marketing & self-regulation resources

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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