Data governance and digital transformation: Using the customer journey to define a framework

Seth Earley and Seth Maislin
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Seth Earley: CEO, Earley Information Science, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2016, vol. 2, issue 1, 25-40

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2016
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