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Data Governance

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.

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Overview

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. The 90 minute primer will prepare you to socialize data governance within your organization as well as better protect yourself from bad actors.

  • The language & best practices of marketing data governance
  • Understanding how to practice good data governance
  • The relationship between brand, consumer trust and data governance
  • The influencers- from the media to regulators
  • How to socialize data governance within your enterprise

About The Instructor

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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 - $99
  • dollar Non-Member - $149
See The DMA Member Benefits »

Course Duration

  • 90 min

Introduction to Data Governance

  • Defining Data Governance
    • Four important components
    • Why data governance?
  • The Drivers of Data Governance
    • Protecting your brand
    • The underbelly of the web
  • The Benefits of Data Governance
    • Common language
  • Should All Data Be Governed Equally?
    • Dimensions of marketing data governance

Define, Source, Type, Classify Marketing Data

  • What data do we have and where did it come from?
    • What to ask
    • Inventory the data
    • Where is the data coming from?
    • Data flow
  • Types of Data
    • Types of marketing data
  • Understanding Data Lifecycle
    • Does data have a lifecycle?
    • Controlling data use
  • Finding Data Vulnerabilities
    • Cloud
    • Best practices

Privacy, Best Practices, and Safe Harbor

  • Understanding Privacy
    • Privacy by design
    • Customer privacy and marketing
  • Introduction to Safe Harbor
    • Key Safe Harbor Principles
      • Notice
      • Choice and opt-out
      • Onward transfer
      • Access
      • Security
      • Data integrity
      • Advocacy/Enforcement
  • New Data Governance
    • Old data governance
    • How old data governance works
    • New data governance and changing structure
    • The data ecosystem
  • Action Steps
    • Adopt Key Safe Harbor Principles
    • A need to balance
    • What it takes

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.

Try:
  • “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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