Data Governance Issues in Digital Marketing

Abstract

To perform under the conditions of digitalization, marketers need understandable, accurate, complete, trustworthy, secure, and discoverable data. In this respect, data governance is a solution approach to greater data literacy, data intelligence and data management. This research aims to explore the current academic state-of-art of data governance in the marketing field. Selected items were evaluated using a descriptive statistical approach to identify investigation trends on this topic. The research found that Marketing can benefit from Data Governance focusing data standard settings, data sources coordination and data management, data quality and data security. This requires a strategy, coordinated processes and their meaningful support by people and information technology. The originality of this research is that the approach is unique at this point, and the assimilation of data governance is a clear sign of manifestation for marketing under conditions of increasing digitalization.

Keywords: data governance; digital marketing; systematic review.

Source: Matthias Schmuck and Alexandru Ioan Cuza, https://marketing.expertjournals.com/23446773-1011/
This work is licensed under a Creative Commons Attribution 4.0 License.