Marketing Data Governance as an Enabler for Personalisation
Creating the control and flexibility needed to personalise customer interactions at scale.
Control without slowing down
The marketing organisation needed strict governance and control over customer data, while maintaining enough flexibility to implement personalisation and next-best-action capabilities at high speed.
The ambition was to increase customer satisfaction, reduce legal and compliance risks, and improve the profitability of the existing customer base.
A governed foundation for personalisation
A marketing data governance scan identified several uncovered areas in the use of customer data, systems and consent. We then proactively developed governance policies and control processes, involving legal experts to validate and strengthen our approach.
Data usage, ownership and responsibilities were documented across the relevant systems and processes. All team members received data governance training to create a shared understanding of responsibilities, risks and appropriate use.
This created a controlled foundation for personalisation initiatives covering more than 250,000 customers and unlocked responsible access to over 20 additional key customer data points.
Clear policies, controls, ownership and training across the systems and processes that support personalisation.
Faster personalisation with clear control
Within six weeks, the initiative achieved 100% compliance across the defined scope.
At the same time, it removed key data-governance barriers to personalisation, enabling the marketing organisation to move faster while maintaining clear control.
Solutions that address this opportunity
Commercial Data Governance Scan
Assess the foundations for responsible and scalable use of data in commercial processes, including ownership and access.
Data Quality Management
Surface data sources, quality requirements and issues, then organise structural improvements in a transparent roadmap.
Business Data Models
Align stakeholders on goals, KPIs and measures so data teams and the business work from one cohesive framework.
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