Best Practices for Data Governance and Stewardship

Beth Fitzpatrick, Director Product Marketing, Data.com

David Hughan, VP Professional Services, Data.com

Governance and StewardshipCommon understanding

Rules/policies that are designed to maintain data order.

Quality, management, policy, risk management

Thresholds and Measures

Rules and Systems

Assignments/actions and personas designed to uphold data governance

Obligations and role responsibility

Motivation to participate. Culture

• Downstream “Target”

Why do we care about data?

• Upstream “Source”

Where is it from?MotiveTrustKnowledgeIntent

Where is it consumedTimelinessUsageInsightAction

Data Governance is an Investment (vs. Expense)

Where you choose your investment goals, manage your risks

Source: DAMA DMBOK

Data Management Functions Environmental Elements

DataGovernance

Goals &Principles

What We Have Found With Customer Data

Name Phone

Bob Johnson 415-536-6000

Bob Johnson 650-205-1899

Rob Johnson 415-536-6100

Bob C. Johnson 408-209-7070

Bob Johnson 415-536-6000

Rob Johnson 650-205-5555

Bob T. Johnson 650-780-9090

Robert Johnson(415) 536-2283

✓

90%Incomplete

74%Need Updates

21%Dead

15+%Duplicate

20%Useless

Roundtable Discussion

Data Governance and Stewardship Roundtable Identify, discuss, diagnose, prescribe and treatment of key challenges

In Discovery Mode• Share top 5 current challenges• Discussion and discovery• Identify core components and dependencies• Table top 5 challenges

Path to Success• Expert diagnosis and consulting• Prioritization and planning discussion• Best practices & success planning• What you can do now

Data Governance Workshop GroupsGroup 1

• Heather Talerico• Forrest Cook• Raju Iyer• Dean Carter• Ryan Axelson• Catalina Chen

• Cody Royster• Stephanie Thompson• Angela Moran• Amanda Benjamin• Sriram Sundar• Jitesh Shah

• Julie Harden• Rebekah Bretz• Susan Youngquist• Maggie Palumbo• Jodi Schiff• Myra Braselton• Chip Sayre

• Kori Kirkbride• Nick Slater• Debbie Hart• Briana Naescher• Nicole Hansen• Camille Miras

Group 2 Group 3 Group 4

+ Chris Belding+ Ali Sadat+ Danny Lai+ Dan Milbrath

+ Beth Fitzpatrick+ Dave Hughan+ Eric Kasserman

+ Marc Delurgio

Cus

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+ Round table in the back of this room

+ Foothill G2+ Foothill G1+ Long tables in the front of this room

• Getting ahead with Salesforce.com– Integration– Analytics– Stewardship/Governance

• Data Stewardship Key Areas– Cultivating data stewardship– Data quality, analysis and metadata– Data standards, enforcement and compliance

Why do you care about Data? Areas to think about during roundtable discussions

• Getting ahead with Data.com– API– Advanced use cases– Building data from change

• Data Governance Key Areas– Record creation and management processes– System of record/Customer Master– Policy/rules creation and management

Guiding Principles

Data Quality Guiding Principles

• Know where you’re going and make hard decisions on priorities.• Ownership: Clear ownership of core data.• Definitions: Widely understood definitions of account, customer etc.• Objectives: Agree on areas of focus and how it will be used.

1. Agree on a Clear Vision and Ownership

• Highlight focus areas for data quality in the system.• Flag governance status and quality score clearly. Use icons.• Leverage validation rules, record types, profiles and dependent

pick lists.• The “Give” (and take).

2. Articulate Priorities

Data Quality Guiding Principles

• Give users the tools to be successful.• Search before create. Warn if duplicate.

• A common key adds power: D-U-N-S• Easy enrichment: MDM, Data.com, Address Validate.• Empower reps: social stewardship.

3. Ensure Usability at Point of Entry

• Governance and Stewardship teams support quality.• Monitoring and approval of key information : Several approaches• Management of bulk-loads.• SME/ Gatekeeper for integrations.

4. Have Experts Support the Process

Data Quality Guiding Principles

• Get rid of the noise.• Develop and apply an archiving policy

(ie both at account and overarching level).• Regular de-duplication cycles based on pre-agreed scenarios

(eg CRM Fusion demandtools initially then dupeblocker).• Conduct regular field audits (eg fieldtrip).

5. Conduct Regular Housekeeping

• Foster a culture of Data Stewardship. Celebrate success.• Define measures and score – automatically.• Report and stress single KPI – by org, BU, User.• Measure improvement over time.

6. Measure . . . And Hold Accountable