Data Governance

Get Started Building an Effective Data Governance Program

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Ghostery’s data governance solutions ensure your marketing tag data is managed correctly
and no data is being leaked to competitors.

Here are a few of the concerns we heard at a recent vendor management workshop:

“Setting pixels on your site is like introducing a Trojan Horse”

“Once you let a third party onto your site, they can do whatever they want”

These people are onto something. In fact, it’s estimated that 80% of the digital vendors on a brand’s site are placed there indirectly. This puts WebOps departments in a predicament as these unmanaged tags inevitably end up slowing down the website and putting data at risk. Building a strong program to manage customer data is one way WebOps can take control of this chaos and work cooperatively across the organization with other departments to ensure the website is running at full speed and free of vulnerabilities.

What is Data Governance?

Put simply, data governance is the overall management of the availability, usability, integrity, and security of the data being used at an organization. A data governance program should include a council made up of both business owners and IT, a defined set of processes and a plan to execute those processes and when done right, it ensures that data can be trusted and that the right people are held accountable when there are problems.

While a data governance initiative can address a number of objectives - including regulatory changes (e.g. Sarbanes-Oxley), operational improvements, or eliminating redundancies, it can be particularly helpful when it comes to mitigating the problems created by unmanaged marketing technologies. As stated above, many times the marketing technology tags placed on a site call other tags. These indirect “piggyback” tags can pass customer data along, potentially to competitors, unbeknownst to anyone at the organization.  A well-managed program, where clear ownership of these tags and the data that they pass, will eliminate this potential problem.

Provide Visibility and Control into Customer Data Management with the Right Technology

In order to have a process in place to manage how customer data is shared, WebOps teams need to be equipped with a tool that demonstrates how and where that data is being passed. Ghostery MCM will show IT teams exactly how the marketing tech on their site is behaving - how fast it is loading and where data is being passed to third, fourth and even fifth parties. With this information in hand, the data governance council can put an effective process in place to prohibit this kind of sharing and/or put better controls around it.

In addition, Ghostery MCM will show your WebOps teams how exposed you are with respect to a particular vendor - how many pages that tag is present on, how fast or slow it is loading, and where it is collecting your customer data.

Building a strong data governance program is an iterative process - it’s certainly not something that can be done overnight. But with the help of the right technology that provides transparency into the marketing technologies running on your site and how they are using customer data, IT and the business owners are well on their way to preventing scenarios where lack of control led to major problems.

 

Ghostery MCM lets us assess vendors across all our properties, monitor their performance, and ensure that we are delivering the best customer experience.

CHAD WESTFALL, Director of Web Delivery,
InterContinental Hotels Group

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Questions? We have answers!

READY TO GET STARTED?

The best way to learn more about Data Governance is to connect with the Ghostery team, who can diagnose and resolve where your tags are negatively impacting your revenue. Together we can solve tag and page-related issues related to:

  • Governance
  • Performance
  • Security
  • Privacy 

We’re standing by and ready to help optimize and secure the digital experience that you offer your customers.

REQUEST A DEMO Or call us at +1 (917) 262 2530