DMA: Data and Marketing Association
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DMA/Winterberry Group White Paper

The New Rules of the Road: Marketing Data Governance in the Era of “Big Data”


Big Data brings with it Big Responsibility. Data is an intensely valuable asset, a symbol of the fundamental trust that undergirds the relationship between marketer and consumer. But what exactly is the power of data to drive transformative value for both of those parties?

DMA, in partnership with Winterberry Group, released this new white paper, to show just how proper data stewardship doesn’t just mitigate risk, but can completely transform a companies data governance initiatives into high performance programs – maximizing the contribution, value and integrity of their customer information assets .

“The New Rules of the Road: Marketing Data Governance in the Era of “Big Data” explores the current state, and future evolution, of marketing data governance strategies that enterprises are using to foster consumer trust and build business success.

This paper outlines the five key actions that marketers need to undertake as they build a strategic data governance capability.

Download your free copy




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