Building an Effective Data Governance Framework
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This document discusses considerations for marketing data governance. It begins with an introduction of the speaker and their role at NRG Energy. It then defines data governance and discusses common issues organizations face such as data quality, access, and compliance. Specific solutions for marketing data governance are presented, such as using a digital campaign ID spreadsheet or implementing a marketing data layer. The value of improved data governance is highlighted as better analysis, optimization, and customer insights. Compliance with privacy regulations is also briefly addressed.
Building an Effective Data Governance Framework
- 1. #agility2016 Some Considerations for Marketing Data Governance Kevin Lacobie, Sr. Manager, Marketing Technology, NRG Energy, Inc.
- 2. #agility2016 About Me • Kevin Lacobie, Senior Manager, Marketing Technology and Analytics • Marketing Technology is part of Digital Marketing, reporting to the CMO of NRG • NRG Energy, Inc. is the leading integrated power company in the U.S., built on the strength of the nation's largest and most diverse competitive electric generation portfolio and leading retail electricity platform. We are a Fortune 200 company, serving almost 3 million residential and commercial customers throughout the country. 2
- 3. #agility2016 “Marketing Data” Governance Not Marketing “Data Governance” – though, it’s a dry subject and could use some marketing! 3
- 4. #agility2016 What is Data Governance? • It is well-defined policies and procedures around: • Data Management & Quality • Data Access • Compliance 4
- 5. #agility2016 Issues Addressed • Data Quality • Definition and Interpretation • Appropriate Access to Data • Complying with Legal, Regulatory, or Contractual Obligations 5
- 6. #agility2016 Why You Have Data Issues • Departments Working in Silos • Departments Upstream and Downstream of you • Multiple IT Systems • Mergers and Acquisitions 6
- 7. #agility2016 What, you have multiple systems?!
- 8. #agility2016 Patterns Shared Definitions With groups that collaborate, but remain independent, arms-length 8 Data Synchronization Between systems Leader/Follower Arrangements “Master” data from one system, loosely shared with others Data Centralization The one system to rule them all
- 9. #agility2016 What Marketing Data Are We Concerned About? • Marketing Campaigns • Audience Segments • Leads/Prospects • Customer Info 9
- 10. #agility2016 Some Solutions • The “Digital Campaign ID” spreadsheet • Coordination between digital ad agency, analytics, and sales system • Is a Leader/Follower pattern • Technologies Used: Google Spreadsheet • A Marketing Data Layer • Sharing Customer Relationship Management (CRM) system data with web technologies • At NRG, we have a two-layer cake: • Server-side data “exposed” as a JSON dataLayer object, defined on every web page • Tag management “data layer” • Is a Data Sync solution • Technologies Used: JavaScript, Ensighten 10
- 12. #agility2016 Marketing Data Layer - Ensighten 12
- 13. #agility2016 Or, use the Ensighten Visual Tagger 13
- 14. #agility2016 Value We’ve Seen • Better analysis from initial digital ad campaign to closed sale • More opportunity to optimize campaign spend • Coordination between digital ad agency, analytics, and sales • Better analysis of customer behavior • Customer Retention through customized content • Cross-Sell Opportunities • “Segment Discovery” 14
- 15. #agility2016 What Solutions We Would Like Next • More data from the CRM • “First Party” Cookie Data • To better segment, analyze, and target the “anonymous masses” of web visitors 15
- 16. #agility2016 Just a Bit about Compliance • Marketing departments must be serious about: • Personally Identifiable Information (PII) • Do Not Contact/Unsubscribe requests • Privacy declarations in browsers (cookie/tracking) 16
- 17. #agility2016 THANK YOU KEVIN LACOBIE Sr. Manager, Marketing Technology, NRG Energy, Inc. @agorist