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Why Data Governance and Standards Matter Kevin Jemison
Digital Analytics Architect, Hilton Worldwide
About Hilton Worldwide
• After 93 years, Hilton Worldwide remains a leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extended-stay suites and mid-priced hotels.
• Our 10 brands are comprised of more than 3,800 hotels and timeshare properties, with over 640,000 rooms in 91 countries.
Agenda
• What is Data Governance
• The Benefits of Good Governance
• How to Get There
WHAT IS DATA GOVERNANCE Why Data Governance and Standards Matter
Data Governance Defined
“The process by which online marketing and digital analytics organizations define and manage different types and categories of data related to behavior tracking, audience measurement, ecommerce and other aspects of online business.”
- Infinitive Analytics Blog, Oct 2011
• Bringing sanity to chaos
• Part safety net, Part trampoline
• Creating a culture of competence
Data Governance Defined
• Currently Impossible to maintain
• Rapid growth of your analytics team
• Continually re-inventing the wheel
Do You Need Governance?
THE BENEFITS OF GOOD GOVERNANCE
Why Data Governance and Standards Matter
The Promise of Good Governance
Effective data governance provides the framework to ensure robust valuable measurement is applied to all online efforts in an agile, scalable process.
The Risks of Poor Governance
• False Confidence
• Increased level of effort with no benefit
• Reputational damage for the organization
HOW TO GET THERE Why Data Governance and Standards Matter
Achieving Good Governance
• Evaluate your current process and gaps
• Think about it!
Achieving Good Governance
• Design the ideal governance framework with input from the broader organization
• Think about it!
Achieving Good Governance
• Strategize, Prioritize, and Execute
• Think about it again, and use what you’ve learned to repeat the process
Maintaining Good Governance
• Governance is an ongoing process, not a one time effort
• Improvement never stops
• Education is paramount
THE TAKEAWAY Why Data Governance and Standards Matter
Why Data Governance Matters
1. You can’t get consistent, reliable and timely data without it.
2. Data governance provides the foundation for all analytics activities.
3. It makes your entire organization more effective.
4. It helps you (and your boss) sleep at night.
Any Questions?
Kevin Jemison, Digital Analytics Architect Hilton Worldwide
@kevinisdigital
Sessions You Must See • Customer Showcase: Success with Analytics On Demand
Wednesday @ 11:10am • Susan Schultze. Project Leader, 3M • Charles Yoo. Media Analytics Manager, Reuters • Kevin Jemison. Digital Analytics Architect, Hilton Worldwide • Steve Earl, Moderator. Director of Product Marketing, Webtrend
• Segmentation: Using In-Session Data and Customer Analytics Wednesday @ 2:40pm • Lothaire Ruellen. Director of Online Marketing, Rail Europe • Peter Crossley. Director of Architecture, Webtrends
• Driving Conversion With Performance Marketing Wednesday @ 3:40pm • Kirk Ramble. Principal Optimization Consultant Webtrends
Rate Session
& Speakers/ Panelists
Thank You
Kevin Jemison, Digital Analytics Architect Hilton Worldwide
@kevinisdigital
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