Data Governance

Most marketing data problems are masquerading as data governance problems. If you don’t know which campaigns are driving results, you should revisit your tagging setup. If you’re unsure who has access to what data, you need to improve your data-sharing process. Without a good governance strategy, data becomes a liability rather than an asset. ...

“If I have one dollar to spend on advertising, where should I spend it, and how much will I get in return?” There’s so much pressure on marketing leadership to prove the ROI of marketing and figure out the best channels to spend the marketing budget. ...