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Data governance and digital transformation: Using the customer journey to define a framework
Applied Marketing Analytics: The Peer-Reviewed Journal,
2
(1),
25-40
(2016)
Abstract
Organisations in every industry are undergoing digital transformations that will represent the future of how they do business, interact with the marketplace and serve customers. Because this transformed world is entirely comprised of or enabled by data, this new reality will require a greater level of oversight, control, manipulation and the integration of internal and external data streams than any other aspect of the enterprise. Data, information and knowledge activities are at the core of customer experience and marketing functions and must be tightly bound to governance. Although governance seems boring to most business and technology leaders, it has become more essential than ever; organisations need to be ready to handle it in a meaningful way by prioritising what is most important to the organisation and measuring the impact of governance decisions and interventions.
Keywords: digital marketing governance; analytics; data governance; ROI; KPIs; metrics; digital transformation; customer experience
The full article is available to subscribers to the journal.
Author's Biography
Seth Earley is Founder and CEO of Earley Information Science. He is an expert with more than twenty years’ experience in artificial intelligence, knowledge strategy, data and information architecture, search-based applications and information findability solutions. He has worked with a diverse roster of Fortune 1000 companies, helping them to achieve higher levels of operating performance by making information more findable, usable and valuable through integrated enterprise architectures supporting analytics, e-commerce and customer experience applications.
Seth Maislin is senior content strategist and principal consultant of taxonomy and information management at Earley Information Science. For more than 20 years he has worked in data science, classification and taxonomy, content modelling, information architecture, search and usability. Seth has led multiple governance initiatives across a variety of organisations, including retail and consumer products, life sciences and healthcare, insurance and financial services and manufacturing and distribution. He has served as adjunct professor at Simmons College and Bentley University.
Citation
Earley, Seth and Maislin, Seth (2016, February 1). Data governance and digital transformation: Using the customer journey to define a framework. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 2, Issue 1. https://doi.org/10.69554/VRMN3909.
© Henry Stewart
Publications LLP
Publications LLP