A company's most important asset is arguably its data. That is why it is equally imperative for the data to be governed properly. The concept of data governance ensures that the organization's informational assets are efficiently managed throughout the entire business to secure not only accountability but trust. Governance also encompasses integrity, security, and applicability.
One of the primary keys for governing data is to ensure that it is consistent. This is done by collecting the data, revising it and putting it to good use. The question now comes as to who should bear this mantle of responsibility. Every major branch of business has access to data in one form or another, but the marketing team should bear a lot of responsibility and has a huge role to play.
Share Valuable Customer Insight
A common misconception about a company's marketing team is that they are solely responsible for enhancing customer service. Well, the customer service experience cannot be enhanced if data cannot be interpreted to find better ways to do so. There are a number of scenarios that will inevitably emerge that will require the marketing team to intervene in a data context.For example, the research department may decide to use customer service insights to understand which products cause customers the most problems and complaints. If this were to happen, it would be the responsibility of the marketing department to work with the IT team to take complex data and create simple visualizations as a result. These visual aids can come in the form of charts and graphs so that behavioral trends from customers can be better understood.
Help Ensure It Is Cleansed
Another part that the marketing team of your business needs to in regards to governing your data is to make sure that it is cleaned on a regular basis. While every sector of the business has a role to play, the marketing team has an especially crucial role when it comes to the purity of the data being used.Since the marketing team will be utilizing the data to perform important functions, it only makes sense that they also bear some of this responsibility. Employees of the marketing sector need to take it upon themselves to purge data that is useless, inaccurate or outdated.
The marketing team also needs to participate in contributing to collaborative policies that ensure the data is cleaned properly. Data has to constantly be updated so that it remains relevant, and policies will help ensure that it remains as such.
Eliminate Data Silos
Data silos are one of the biggest inconveniences that a company can face. A data silo is described as fixed data that is under the control of a singular department, remaining isolated from the rest of the business. Data silos tend to be more prominent in larger companies because each unit of business has different goals.Unfortunately, there are certain scenarios that arise where units within the business start to compete with each other to satisfy personal agendas. This results in unnecessary hindrances the business will have to face. This is another obstacle that the marketing team will have a big role in circumventing.
Another thing to consider about data silos is that if sales do not have relevant information about marketing's leads, it will be significantly harder to convert. If you're the marketing team, one of the best ways to approach this problem is to get the organization to use a centralized data management system.
If any company uses a centralized data management system, it will be significantly easier to ensure that all information is easily accessible across all teams. If the staff is given the resources to succeed, it will result in more effective data governance.
Reporting Issues and Solving Analysis
Gaps in communication are one of the biggest factors that can lead to inaccurate data. With a lack of clarity, organizations will be very quick to blame technology or their tools as to why there are discrepancies.The marketing team should understand the importance of doing necessary work to ensure tools work, and they can do this by reporting issues when they are first observed. What should also be understood is that if problems regarding data are not resolved swiftly, it can quickly become an expensive issue.
As you can see, data plays a crucial role in the business functions of any organization. if the data is compromised in any way, it can result in severe repercussions. Ensuring that the data is up to date and of high quality should be the priority of any organization. Otherwise, there may be severe consequences that can come after. Every sector should chip in to ensure that there are no data related issues to worry about, but the marketing team proves to have a big responsibility in the end.
Follow all of these tips, and the data being used will be the highest quality possible.
