---
title: How Important is Data Governance to Internet Marketing?[ebook]
description: Tips for SAP GRC Data Governance Best Practices and how it make internet marketing and Multi Channel Marketing possible and feasible.
---

[Inbound Marketing Blog ](https://www.sapbwconsulting.com/blog/inbound-marketing)

# [How Important is Data Governance to Internet Marketing?[ebook]](https://www.sapbwconsulting.com/blog/inbound-marketing/how-important-is-data-governance-to-internet-marketing)

 Written by [Lonnie D. Ayers, PMP](https://www.sapbwconsulting.com/blog/inbound-marketing/author/lonnie-d-ayers-pmp) | Sun, Jun, 24, 2012 @ 07:50 PM

## Have You Ever Tried To Perform [Internet Marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/5-logical-reasons-for-hiring-a-mobile-marketing-agency) With [Bad Data](https://www.sapbwconsulting.com/blog/how-to-implement-a-data-governance-framework)?

If so, you'll know that it's difficult to impossible because [bad data is worse than no data](https://www.sapbwconsulting.com/knowing-what-you-sell-the-key-to-dominating-your-market) when it comes to [high performance ](https://www.sapbwconsulting.com/blog/inbound-marketing/13-proven-steps-to-optimize-inbound-marketing-forms-more-sales-leads)Internet marketing.

## Real World Bad Scenario From 2020

Imagine you're in the [business of selling internet marketing software](https://www.sapbwconsulting.com/blog/inbound-marketing/10-hubspot-crm-inbound-sales-best-practices), such as [Hubspot](https://www.sapbwconsulting.com/blog/inbound-marketing/3-marketing-routes-to-reach-your-crm-goals), as we are.  As a [Hubspot Certified Inbound Marketing Agency](https://www.sapbwconsulting.com/blog/inbound-marketing/skyrocket-your-sales-with-a-reliable-inbound-marketing-agency), one of our critical [business processes](https://www.sapbwconsulting.com/developing-balanced-scorecards) is to [register leads](https://www.sapbwconsulting.com/blog/inbound-marketing/59-b2b-lead-generation-ideas-to-steal-tips-to-drive-more-sales-leads), so we can [get credit](https://www.sapbwconsulting.com/blog/inbound-marketing/can-you-compute-the-value-of-a-lead-calculator) for them should they turn into customers.  As we are a global operating company, we have [leads registered](https://www.sapbwconsulting.com/blog/inbound-marketing/13-lessons-learned-using-hubspots-workflow-lead-management-system) all over the world.  As [Hubspot partners](https://www.sapbwconsulting.com/consulting-rate-calculator-whats-your-rate), we have a [Channel Account Manager](https://www.sapbwconsulting.com/sap-partnership-advisory-services), as all [Hubspot partners](https://www.sapbwconsulting.com/hubspot-consultant) do.  They are focused on a [particular territory](https://www.sapbwconsulting.com/blog/inbound-marketing/how-do-you-create-a-precise-sales-prospect-profile-template), while our [leads](https://www.sapbwconsulting.com/hubspot-integrations-sales-sap-chat) come in from all over the world.  

 

## Good Data Enables [Lead Assignment](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-manage-leads-in-hubspot-a-step-by-step-guide)

 

Because we are a [digital business](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ways-to-bring-digital-innovation-to-your-company), it is critical that our [software supplier](https://www.sapbwconsulting.com/blog/what-is-the-tco-of-that-shinny-new-system-youre-about-to-buy) help us out no matter where the [lead](https://www.sapbwconsulting.com/blog/inbound-marketing/can-you-compute-the-value-of-a-lead-calculator-1) comes in from or is located.  That means they need a [business process](https://www.sapbwconsulting.com/business-process-consulting) that knows which Account Executive should be [working our lead](https://www.sapbwconsulting.com/blog/inbound-marketing/42-essential-hubspot-integrations-b2b-marketers-need-to-start-using), even when that [lead](https://www.sapbwconsulting.com/blog/inbound-marketing/exploring-digital-marketing-in-companies-what-why-how) is outside our assigned account managers assigned territory. 

 

 

## Big Data Process Management

 

That process often breaks down because of [bad data](https://www.sapbwconsulting.com/sap-sem-cpm-risk-register-design-template) all along the information supply chain as well as the existence of data silos..  In short, they need a [data governance framework](https://www.sapbwconsulting.com/blog/data-quality-best-practices-for-effective-sap-bw-reporting) so their [partner eco-system](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-nail-sap-partnership-management) is better served.

### Data Model Governance - Here's What You Need To Know

Many people have found success by using rock solid [Data Governance](https://www.sapbwconsulting.com/develop-a-data-governance-framework) procedures. But there are [a few things](https://www.sapbwconsulting.com/blog/inbound-marketing/10-shortcuts-to-mastering-multi-channel-marketing) you should know before you implement a corporate wide data [governance](https://www.sapbwconsulting.com/blog/how-to-use-a-project-charter-to-start-a-project) program to ensure [Internet marketing](https://www.sapbwconsulting.com/our-services/SAP-BW-Consulting/inbound-marketing-services/) success. [This post](https://www.sapbwconsulting.com/blog/inbound-marketing/10-ways-internet-marketing-reveals-inventory-problems) will tell you what you need to know to make sure you select a [data governance model](https://www.sapbwconsulting.com/blog/understanding-the-most-common-sap-data-warehousing-concepts) that will let you successfully leverage the [internet](https://www.sapbwconsulting.com/blog/inbound-marketing/5-ways-to-improve-your-online-mobile-marketing) in internet [marketing](https://www.sapbwconsulting.com/blog/inbound-marketing/field-report-from-a-marketing-project-manager).

 

**

**Core Data Governance Capabilities and Processes***  
*

 

## Data Analytics Governance Model

 

If you're looking for a data governance framework model that supports [strategic decision making](https://www.sapbwconsulting.com/enterprise-reporting-strategy-development), the best method to ensure you end up with something that lets you market successfully on the internet, especially in a [multi channel marketing](https://www.sapbwconsulting.com/get-10-cross-channel-marketing-tips/) enabled [sales process](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-get-your-sales-roar-on) is by looking for these things:

 

- Make sure your **Data Governance Methodology** lets you quickly add new, accurate data while cleansing old data.  If it doesn't, you'll have trouble [segmenting leads](https://www.sapbwconsulting.com/blog/inbound-marketing/5-simple-ways-to-assess-your-market-segmentation), [analyzing inbound marketing generated leads](https://www.sapbwconsulting.com/lead-generation) and quantifying the [cost of bad data](https://www.sapbwconsulting.com/blog/how-to-determine-your-fully-loaded-cost-rate) up and down your [data supply chain](https://www.sapbwconsulting.com/hire-sap-business-intelligence-consultant).
- Ensure your Data Governance Methodology has an **active feedback mechanism** so you can measure it, improve it and [change](https://www.sapbwconsulting.com/blog/inbound-marketing/discover-project-managers-utopia-with-these-change-management-tips) it.
  
  Many systems rely on [Artificial Intelligence](https://www.sapbwconsulting.com/blog/inbound-marketing/5-top-benefits-of-inbound-marketing-for-growth) and Machine Learning algorithms to [constantly improve](https://www.sapbwconsulting.com/blog/inbound-marketing/learn-how-to-land-big-customers-using-multi-channel-marketing) their [performance](https://www.sapbwconsulting.com/blog/12-warning-signs-your-epm-system-is-in-trouble).  These systems, in turn, rely on [data quality](https://www.sapbwconsulting.com/develop-a-data-governance-framework), and statistics, to do their job.
  
  For instance, [Google Ads relies on AI](https://www.sapbwconsulting.com/google-ads-management) to constantly tune it's targeting.  One of the key inputs [it uses is](https://www.sapbwconsulting.com/blog/inbound-marketing/4-ingredients-for-a-successful-direct-marketing-mix-recipe) up to date feedback about [which leads](https://www.sapbwconsulting.com/blog/inbound-marketing/our-top-ten-sap-and-marketing-blogs-for-spring) it sent to a client that became a customer.  It does this via the use of a code called a GCLID which gets fed back to Google Ads.  If your internal systems cannot keep [track of a contact](https://www.sapbwconsulting.com/blog/inbound-marketing/4-inbound-marketing-methodology-examples-influenced-by-music-festivals) across the entire lifecycle from [Prospect](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-prospect-on-linkedin-a-tutorial) to Customer, and feed it back to Google, you'll pay drastically more [money](https://www.sapbwconsulting.com/blog/roce-return-on-capital-employed-simply-explained) for fewer leads.
  
  Systems like Hubspot, which provides a native integration to Google Ads, LinkedIn and [Twitter, allow you](https://www.sapbwconsulting.com/blog/inbound-marketing/how-i-learned-to-sell-like-a-lion-king) to feed [sales](https://www.sapbwconsulting.com/blog/inbound-marketing/what-is-ecommerce-marketing) data instantly back to each of these platforms.  This is extremely sensitive information, in that it reveals much about your [overall advertising strategy](https://www.sapbwconsulting.com/blog/five-forces-model).
  
  Internal data analyst, if they do not have such systems in place, will be [performing data](https://www.sapbwconsulting.com/blog/10-sap-data-migration-mistakes-to-avoid) analysis based on [inaccurate data](https://www.sapbwconsulting.com/blog/sap-hana-margin-analysis), and ultimately driving sub-optimal performance.
- Any good active data governance methodology should let you **measure your data quality**. This is important because [data quality](https://www.sapbwconsulting.com/blog/inbound-marketing/how-to-calculate-sales-funnel-quality-calculator) actually has **multiple dimensions** which need to be managed.

## Data Governance Methodology Perquisites

 

While necessary but not sufficient, some great bonus features of a great Data Governance Methodology are:

 

- Active Senior Management Sponsorship
- Robust [IT infrastructure](https://www.sapbwconsulting.com/blog/inbound-marketing/does-pci-dss-compliance-affect-you)
- Continuously monitored Quality
- Error detection and correction mechanisms
- Aligned [incentive management](https://www.sapbwconsulting.com/blog/inbound-marketing/are-you-ready-to-think-grow-rich-mindmap) systems
- A [Business Intelligence system](https://www.sapbwconsulting.com/SAP-BW-Consulting/what-is-sap-business-warehouse/) that detects, alerts and corrects bad data, up and down the [Information Supply Chain](https://www.sapbwconsulting.com/blog/learn-more-about-our-sap-business-intelligence-consulting-services).

 

## Data Driven Decision Making

 

Now that you know the necessity of a Data Governance Methodology to a successful [Internet Marketing system](https://www.sapbwconsulting.com/blog/inbound-marketing/the-best-inbound-sales-methodology-sell-the-way-prospects-buy), you're ready to win at the multi-channel internet marketing game without worrying about tripping up your fulfillment systems due to bad data.

## Data Scientists Increasingly Key

Many [businesses are](https://www.sapbwconsulting.com/blog/how-to-leverage-sap-bw-in-a-multi-channel-marketing-campaign) now employing data scientists to solve some of their toughest challenges.  One of the areas they [frequently work](https://www.sapbwconsulting.com/inbound-marketing/learning-seo-from-the-experts) is within data analysis and data quality.  In the future, actually, in the here and now, [CIOs](https://www.sapbwconsulting.com/blog/70-of-business-intelligence-projects-are-failing-worldwide) will find that Data Scientist will be working in different parts of the business, in areas not traditionally under the CIO.  But they will still need high-quality, high volume [data, coming](https://www.sapbwconsulting.com/blog/inbound-marketing/the-art-of-assessing-your-market-segmentation) primarily but not exclusively from the [business intelligence systems](https://www.sapbwconsulting.com/blog/10-steps-to-developing-a-successful-business-intelligence-strategy).

 

## Data Governance Tools

 

The US Health Insurance Portability and Accountability Act (HIPAA), and industry requirements such as [Payment Card Industry Data Security Standards (PCI DSS)](https://www.sapbwconsulting.com/blog/inbound-marketing/does-pci-dss-compliance-affect-you) both have strict data governance mandates. Violations of these regulatory requirements can result in [costly](https://www.sapbwconsulting.com/total-cost-of-ownership-tco) government fines and public backlash. To avoid this, companies adopt data governance tools to set guardrails, which prevent data breaches and the misuse of data.

 

## High-Quality Data

 

Data governance ensures data integrity, data accuracy, completeness and consistency. Good data allows companies to better understand their workflows and customers as well as how to optimize their data quality.

 

## Data Governance Program

Leaders of successful data governance programs declared in December 2006 at the Data Governance Conference in Orlando, FL, that data governance is between 80 and 95 percent communication.  Although the benefits of a data governance program are clear, data governance initiatives have a number of hurdles to overcome to achieve success.

 

One of these challenges includes Organizational Alignment.  At the onset of a data governance program, one of the largest challenges will be to align stakeholders across the organization around what the key data assets are and what their respective definitions and formats should be. 

 

## Data Governance Team

Who is Responsible for Data Governance? Now that we've looked at the definition of data governance, let's discuss who's responsible for the implementation. Effective data governance involves the entire enterprise. Large organizations typically designate a data governance team responsible for setting goals and priorities, architecting the governance model, gaining budget approval, and selecting appropriate technologies to use.

 

## Minimum Data Governance Team Composition

 

 

Manager - Master Data Governance: Leads the design, implementation and continued maintenance of Master Data Control and governance across the corporation.

 

Solution and Data Governance Architect: Provides oversight for solution designs and implementations.

 

Data Analyst: Uses analytics to determine current issues with data, identifies source system data generation problems and other data quality issues.

 

## Master Data Management

 

Data governance is the core component of data management, tying together nine other disciplines, such as data quality, reference and Master Data Management, data security, database operations, metadata management, and data warehousing . Data Governance is Not Master Data Management.   Master Data Management (MDM) focuses on identifying an organization's key entities and then improving the quality of this data.

 

## Data Governance Framework Template

 

To support your data governance strategy, you will need data governance framework template.  We've [developed](https://www.sapbwconsulting.com/blog/cots-vs-custom-development-decision-tree-analysis) one, which you can download. called [Data Governance Framework Template](https://www.sapbwconsulting.com/blog/how-to-implement-a-data-governance-framework) to learn more about how you can use multi-channel marketing to maximize your [marketing goals](https://www.sapbwconsulting.com/blog/inbound-marketing/free-online-sales-and-inbound-marketing-calculator-determine-website-traffic-and-sales-goals).

 

 

 

## **About SAP BW Consulting, Inc.**

 

SAP BW Consulting, Inc. provides comprehensive SAP solutions, including SAP Business Intelligence (BI) and SAP Business Warehouse (BW) consulting, SAP ABAP development, and [project management](https://www.sapbwconsulting.com/sap-staffing-agencies). Our services also include a [1099 Contractor Invoicing and Payment Management System](https://www.sapbwconsulting.com/blog/1099-contractor-payments), Salesforce consulting, and Balanced Scorecard consulting for strategic planning. As HubSpot Marketing and Sales Partners, we specialize in Google Ads, Facebook Ads, LinkedIn Ads, Account-Based Marketing, Content Marketing, and Ecommerce solutions, including Shopify.

 

Ready to optimize your operations and strategy? [Book a meeting with us](https://www.sapbwconsulting.com/request-sap-implementation-consulting-support-meeting-request).

[View full post](https://www.sapbwconsulting.com/blog/inbound-marketing/how-important-is-data-governance-to-internet-marketing)

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