Data governance: The path to a data-driven culture

Stephanie Burton
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Stephanie Burton: Principal Consultant, Adobe Consulting, USA

Applied Marketing Analytics: The Peer-Reviewed Journal, 2021, vol. 6, issue 4, 298-308

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 (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2021
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