presentation delivered to Customer Analytics conference on critical role of data governance to enable customer analytics and ethical use of data

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

17. Questions?
www.masterdata.co.za
+27114854856