We are living in an increasingly digitized world. The depth of customer data grows every day as businesses strive to understand and predict their customers’ behavior and expectations. However, this expanse of information comes with a responsibility to respect and protect customer data by enhancing information governance policies and practices.
Digital adtech data is creating new opportunities to gather a more holistic view of your customers’ and prospects’ behavior in the online space, but these new sources and uses of digital data will create privacy and security challenges for marketing organizations. Organizations will need to determine how they define, create, control, and use this data.
Internal policies and external regulations on the collection and use of this data should be a part of an organization’s information governance process. Information governance orchestrates people, processes, and technology to leverage data as an enterprise asset by establishing policies for the creation and usage of data within an organization.
As marketing departments and the data they use continue to become a more central focus within the broader organization, the controls of that data will be under greater scrutiny, especially from a security and privacy perspective. To properly address these privacy and security concerns, one must thoroughly consider several components of information governance. Download this whitepaper to learn more.
- The components of information governance
- Information governance considerations with digital data
- Navigating the digital data paradox of data ownership