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Data governance for customer data and MarTech

A practical governance approach for customer data: ownership, definitions, quality rules, lineage and access control.

Quick answer

Data governance for MarTech assigns ownership to each data domain, standardises definitions, sets measurable quality rules, tracks lineage and controls access. Keep it lightweight and tied to use cases so it helps teams ship rather than slowing them down.

Minimum viable governance

  • Named owner per data domain.
  • A business glossary for key metrics and audiences.
  • Quality rules with thresholds and alerts.
  • Access by role with periodic review.
  • Documented lineage for critical fields.

Quality metrics to track

  • Completeness of key identifiers.
  • Duplicate and merge rates.
  • Event validity against the schema.
  • Freshness of critical datasets.

Make it stick

Embed checks in pipelines and change reviews; publish a short monthly quality summary to owners.

Frequently asked questions

Do we need a governance tool first?

Not necessarily. Ownership, definitions and a review habit deliver most early value.

How does governance relate to privacy?

Privacy rules are one part of governance; both rely on clear ownership and technical enforcement.

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