dv 2016: why your organization needs data and analytics governance

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Why Your Organization Needs Data and Analytics GovernanceTony Mazzarella, Digital Analytics Professional


Tony MazzarellaDigital Analytics Solutions ArchitectVP Online Services, DAMA International• Data geek • Digital strategist • Digital media, analytics, customer information strategy,

CRM and data visualization across many industries• Board of Directors for DAMA International • Five kids


DAMA Internationalwww.dama.org

Vision: “To support an empowered global community of information professionals.”

DMBoK CDMP Professional Certification

**Content in this presentation is not endorsed by DAMA International**


Those of us in analytics are kind of the cool kids now…

The trends and growth are exciting, but governance is key to our success.


Common ChallengesAmong many, many others…

Resources Scope Increasing demand and interest from service recipients Standards Engagement Fear


Where does Digital Analytics fit in your organization?

Digital ServicesMarketing

Big DataBusinessIT


“Any ass can create any output... It takes someone who knows the business to judge the value of results.”- My Friend, highly regarded in Data Community


In other words…You can only harness the power of analytics if you have clear objectives

Business should be driving analytics efforts and active in validating outcomes

It is important to engage and educate the business in not only capabilities, but governance objectives

Governance is critical to promoting understanding to the business, your vendors and organizational leadership

Communication is key to data governance practice


Haters Gonna Hate, Playa’s Gonna GovernImplementing Data Governance for your Analytics Team


So, what is Data Governance?

The exercise of authority, control and shared decision making (planning, monitoring and enforcement) over the management of data assets.

It is the foundation of all data management functions.

Data Governance is DISRUPTIVE, but in a positive way (but there are still ”Haters”).


Why your analytics team needs data governance…

Chaos Cash Compliance


At the end of the dayIf you’re not practicing good Data Governance in Analytics

You are losing (a lot) of money You are putting the enterprise at risk You are giving your competitors an advantage You are likely missing some great insight You have grumpy employees


ComplianceIn the EU (and elsewhere), privacy is considered a fundamental human right and legislated as such.Here is the US, we like to have a lot of different, overlapping laws and many regulatory bodies… because... Well, it’s just the way it is.

• If you have customers or market to people in the EU, you need to understand impacts on your customer data.

• All US companies cautious of potential re-identification risks which could breach Graham-Leach-Bliley and EU Data Privacy Rules.

• Familiarize yourself with the FTC Act and other regulations.


ETHICSDon’t be creepy


“ETHICAL Data Governance in analytics is a fundamental safeguard to protect your organization’s reputation, your customer’s privacy and ensure compliance.”


Story timeHow to creep out your customers Netflix ratings, AOL Data

– Anonymous isn’t necessarily Anonymous– Be aware of re-identification risks– 2 data sets anonymized data + outside public data

Target knows your daughter is pregnant– Analytics can create awkward situations

Facebook’s Emotional Contagion Study– How a happier news feed, made a lot of people angry– Really really cool– Is it ethical to expose people to something that changes their psychological mindset

At the end of the day, bad PR and lost customers can be more expensive than regulatory fines.


Be proactiveProtect your customers, your reputation and your bottom line

Data Quality– Standards– Definitions– Lineage

Classify your data– Data classification extends to INFORMATION that is presented in a report

Vendors/Contractors/Partners– Oversight – trust their controls but verify them (especially those with access to granular data)– Include audit clause and ”Habeus data” clauses – Use Business Associates Agreements with all external partners handling HIPAA data

Plan– Have clear purpose and objectives– Engage Business– Implement and refine processes– Have a data breach plan– it WILL happen– Review and UPDATE your privacy policy EVERY TIME you make changes to make sure you’re disclosing exactly what you’re

collecting and what you’re doing with it (See Section 5 of the FTC Act)


Getting started… Find a leader Data Governance Committee Develop Data Quality Standards and

Processes Classify Data Vendor Controls / Oversight P/T Data Stewardship Engage Enterprise Data Teams / Tools Leverage available tools

Then…

Implementing a Data Governance StrategyPatience. Persistence. Passion.

Metadata Repository Data Profiling Data Maturity Automation Ethics review board


TakeawaysIf you’re still awake…

Data Governance will improve the quality of your data (and the quality of your life)

Data Governance Improves the accuracy of insights that drive business performance

Approach analytics with purpose and clear objectives

Let the business drive – they (should) understand the data

Data Governance starts within your team

Key Points: Don’t go it alone - engage data

professionals in your organization Be Proactive, Not Reactive Be aware of laws and regulations Your Analytics Governance plan

should have include a data breach plan – It WILL happen

Don’t be creepy!


AUDIENCE Q&A


Thank [email protected]

@tonymazzLinkedin.com/in/tonymazz

dv 2016: why your organization needs data and analytics governance

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