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Data governance: The path to a data-driven culture
Applied Marketing Analytics: The Peer-Reviewed Journal,
6
(4),
298-308
(2021)
Abstract
Companies have invested time, money and resources into expanding the depth and breadth of data available to them. However, most organisations struggle to use their data in their decision making. In order to enjoy a return on their investments, organisations need to create a data-driven culture. A data-driven culture is proven to improve customer acquisition, retention and profitability. The gap between having the data and using the data lies in data governance. This paper walks readers through four pillars of data governance. By breaking down each pillar into six key focus areas, readers can better understand how each pillar helps to create a data-driven culture.
Keywords: data governance; health; quality; collection strategy; digital maturity; organisational structure; democratisation; data-driven decisions
The full article is available to subscribers to the journal.
Author's Biography
Stephanie Burton is a senior business consultant for Adobe, providing strategic guidance to clients on both Adobe Analytics and Audience Manager. Stephanie has worked with over 100 top-name brands across all industries. She holds a Bachelor of Science degree from the Georgia Institute of Technology and a Master of Business Administration from the University of Georgia.
Citation
Burton, Stephanie (2021, March 1). Data governance: The path to a data-driven culture. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 6, Issue 4. https://doi.org/10.69554/BZXB2352.
© Henry Stewart
Publications LLP
Publications LLP