"If you can't explain it simply, you don't understand it well enough." – Albert Einstein Here’s how I make data governance click for marketing teams: Speak Their Language: Replace technical terms with relatable examples (e.g., “data hygiene = clean mailing list”). Show Value: Explain how good governance boosts campaign performance and ROI. Use Visuals: Flowcharts or dashboards help them see data movement and ownership. Assign Ownership: Give marketers clear roles in the data lifecycle. Quick Wins: Highlight small changes that lead to measurable improvements.

🧠Translate data governance into real-world marketing risks (e.g., brand damage from data leaks). 📊Use simple visuals to show how governance improves campaign accuracy and targeting. 💬Frame governance as a trust-builder for customer data handling. 🧩Share relatable stories where poor governance led to failed campaigns. 🛠Offer hands-on tools like data checklists or workflow templates. 👥Involve marketing in shaping governance policies to boost ownership. 🔁Reinforce benefits regularly so it's seen as an enabler, not a blocker.

Making sure everyone knows where the data comes from and who’s responsible for keeping it updated. Checking regularly that we’re not using old or bad data before launching campaigns. Talking openly as a team when something feels off, so we can fix it fast. At the end of the day, good data governance helps marketing move faster, not slower — because when the data’s right, the team can focus on creativity, connection, and results.

It is always the case that the value of an initiative has to be expressed in the terms applicable (and of interest) to the receiving audience. Therefore, noting that establishing (and ensuring) data governance will (for example) enable them to run a marketing report from any system (i.e. PLM or ERP or Merch Planning) and KNOW that the margins on products will be identical, not vary from system to system. Data consistency across systems is the heartbeat of data governance and only by ensuring intimation (intelligent integration) between all systems can this be ensure. Passing a product's margin from Merch Planning to PLM to ERP (and back) can only happen with true data governance and systems initimation.

To make data governance resonate with your marketing team: 1) Explain its role in ensuring data quality and reliability for strategic decisions. 2) Use relatable examples showing its impact on campaign success. 3) Highlight compliance benefits, protecting brand reputation. 4) Simplify concepts with visual aids. 5) Offer training sessions focused on practical applications. 6) Show how it enhances customer insights, leading to more effective marketing strategies.

To be able to achieve this, I explain how data governance ensures the accuracy and reliability of customer data, which is crucial for targeted campaigns and personalized marketing. In my explanation, I share case studies where poor data governance led to marketing failures, such as incorrect targeting or compliance issues.

Data governance ensures that your marketing data is accurate, consistent, and trusted—fueling better decisions and more effective campaigns. It’s like organizing your toolkit so you can find the right tool quickly and use it confidently. With good governance, you can target the right audience, personalize content, and boost ROI without second-guessing your data. It also protects customer trust by ensuring compliance with privacy laws like GDPR and DPDP. Ultimately, data governance isn’t about rules—it’s about empowering marketing to move faster, reduce waste, and deliver smarter, more impactful campaigns based on clean, reliable data. It’s your edge in a data-driven world.

“Data governance” used to sound like a tech term we could ignore — until we realized it was costing us clarity, time, and performance. Our marketing team wasn’t connecting with it, so I reframed it. Instead of saying “governance,” we talked about what really matters to marketers: 1. Clean data means better targeting 2. Consistent tagging means reliable attribution 3. Privacy compliance means customer trust 4. Shared definitions mean smoother execution Once we shifted the language from rules to outcomes, the team started to care — and take ownership. The lesson? Don't just explain data governance. Translate it into what your team actually values.

If it doesn’t connect, it doesn’t matter. Governance isn’t about control—it’s about clarity. —> Translate the jargon. “Metadata schema” means nothing to someone measuring ad performance. —> Tie it to outcomes. Marketers don’t care about rules—they care about results. Show how governance improves ROI, reach, and relevance. —> Make it human. Don’t lecture—narrate. Share stories where bad data cost big money. If you want them to care about governance, stop preaching compliance. Start telling stories that sting.