Effective data governance for customer intelligence
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The document discusses effective data governance for enhancing customer intelligence by addressing the challenges of managing diverse data sources, particularly unstructured data. It outlines a structured approach involving governance planning, data collection policies, data cleansing, and ethical considerations to ensure trust and compliance with data subjects' rights. The ultimate goal is to transform data into actionable insights while maintaining data security and quality.
Effective data governance for customer intelligence
- 1. EFFECTIVE DATA GOVERNANCE TO ENABLE CUSTOMER INTELLIGENCE Gary Allemann Master Data Management @mdm_za
- 2. A moving target New sources of data are extremely important to delivering customer intelligence. • Transactional systems • Omni-channel interactions for the customer journey • Unstructured internal data from PDFs and documents • External unstructured data
- 3. Where is the data? 80% of data is unstructured. • Demographics • Relationships • Interactions • Sentiment • The customer journey….
- 4. Where is the data? Or just missing…. • Is it in the CRM? • Does it come from billing? • What products do they use? • What about all the channels • It’s overwhelming….
- 5. Can I trust the insights?
- 6. Am I allowed to use the data? The data subject has rights. • Right to fair use • Right to disclosure • Right to be forgotten
- 7. How do we answer these questions?
- 8. 1. Set up a governance plan • Who? • Why? • Ethics? • Policies • “privacy by design”
- 9. 2. Define data collection policies • Which data? • Who needs it? • For what?
- 10. 3. Vet and cleanse your data
- 11. 4. Resolve to a single identity
- 12. 5. Turn data into intelligence
- 13. 6. Act against that intelligence
- 14. 7. Stay up to date
- 15. 8. Optimise and extend
- 16. Data Architecture Metadata/Data Modelling Data Security Data Integration MDM/ReferenceData DataQuality DataGovernance Analytics DataWarehouse BigData Business Intelligence Business-driven Our EIM Framework
Editor's Notes
- #9: Privacy by design IT. Legal, marketing, security