"Beneath all these platforms, tools and digital systems sits a stream of ones and zeros - data - that powers marketing. Even the most creatively driven marketer who tires of technical jargon can no longer ignore how that data is collected, stored and used. In the age of AI, understanding data fundamentals is no longer optional. AI runs on data, and marketing increasingly does too."
"Data governance may sound dry, but it's foundational. It refers to the policies, standards and controls that determine how an organization collects, stores, processes and uses data. Without those guardrails, you can't legally or responsibly activate the customer data your marketing programs depend on. Marketers often begin with basic customer information - names, email addresses, phone numbers and mailing addresses. But far more happens beneath the surface. Most websites and martech platforms automatically capture technical identifiers such as IP addresses and device data."
Modern marketing requires technical knowledge of cookies, pixels, CDPs, and DSPs alongside customer understanding and creativity. Data underpins digital marketing, and AI increases reliance on well-managed data. Data governance establishes policies, standards, and controls for collection, storage, processing, and use of customer and technical data. Proper governance enables legal and responsible activation of customer data. Websites and martech platforms capture PII and technical identifiers like IP addresses and device data. Privacy regulations such as CCPA and GDPR add complexity and require consent and compliant handling. A defined data governance strategy is essential for compliant, effective marketing.
Read at MarTech
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