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Data Governance

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CDPs are only scratching the surface of their potential

…5. Emphasis on data governance Why should you care: Whether for privacy and regulatory reasons, data volume optimization or experimentation, you should have a range of methods available to gain control over your data flows. You should be able to set forwarding rules based on data types, values,…


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Own your marketing data: To-dos for good data governance

…measurement. Accurate measurement needs good data — or else it’s garbage in, garbage out. While the importance of data is undisputed, data governance is often last on the priorities list, giving way to more exciting martech tools. Yet, lack of data governance translates to poor decisions and…

Predictions About Data Usage Post-GDPR

…that in TV are digital folks because of this data linkage, along with true deterministic data in television. This eliminates the barrier between TV and digital in a fundamental way.” Spotify’s Brian Benedik also agrees that the focus on data governance is good for the industry: “Everyone needs…


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WFA to brands: Go beyond GDPR for online data transparency

…of brand safety concerns. WFA is asking brands to: Create strong data governance. Minimize data collection. Provide consumers with real control and choice over how their data is used. Take much more active control of their own data chains. From a release announcing the move: These measures go beyond…

The new age of ‘customer’ data

…the lower the ROI. Finally, as data owners leverage new technology and data to monetize data sets, they’ll require increased visibility into data accuracy, coverage, security and more. This level of transparency shepherds an in-depth understanding of data governance practices, a requisite of an age…


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Janrain launches centralized data access control

…of the General Data Protection Regulation (GDPR), which goes into effect in May. Now, the Portland, Oregon-based firm has released its Advanced Policy Manager (APM), developed with data access and governance provider Symphonic Software. It allows brands to control access to data from one centralized…


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Segment adds quality tracking for incoming data to its resume

…toward becoming the data steward for brands using multiple platforms, with the launch of a data governance product called Protocols. How does this help marketers? Segment provides a data tracking plan across a company, setting the standards for incoming data with a shared data dictionary. Protocols…

How to solve the event marketing data problem

data directly from their own registration forms. In both cases, marketers often dump all attendee data as “leads” directly into their database with no data governance for accuracy or prioritization data to inform which leads to follow up based on lead type or behavior. Take control of your data for…

Data Security And Privacy: Marketing’s Top Conundrum In 2016

…can secure data by tightly managing and restricting access to use by designated teams and individuals only. A company, for example, can leverage the tag management system’s workflow governance to streamline workflows across teams, geographies and agencies, while ensuring data is governed according…

Tighter data rules affect some marketers more than others

…chain for data and ensure that personal information flows only through those organizations that uphold the best practices for data governance. It also creates a long-term incentive for brands to develop a one-to-one relationship with their customers, backed by a solid first-party data asset. All…

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