What does data sharing between marketing and IT look like at your organization today, and who is responsible for security governance?

Both IT and marketing are motivated to ensure data hygiene, completeness, and enrichment. Cohesion in this area is crucial to avoid "garbage in, garbage out" scenarios. The challenge arises when involving BI or analytics, which are often under-resourced. Governance is more critical than ever due to the exponential increase in data processing capabilities.

A dedicated martech group can bridge the gap between IT and marketing. This group follows established guidelines and ensures safe data usage. They act as a neutral party, facilitating collaboration and compliance. This approach also involves data privacy elements, making it a multi-pronged strategy.

Data sharing should be a shared responsibility, but it's crucial to have a single person or function setting guidelines and boundaries. This prevents a free-for-all scenario and reduces business risk. In larger organizations, having a neutral body to monitor and enforce these guidelines is beneficial. In smaller companies, setting boundaries and shared responsibility are key.

There isn't a single team responsible for data sharing; it's a collaborative effort. Marketers need to understand various disciplines, including security governance. We act as gatekeepers, taking advice from experts in security and governance. It's about making informed decisions at the right time with input from all relevant parties.
With advanced technology capable of ingesting millions of documents per second, governance becomes even more critical. The risks associated with non-compliance and legal complications are significant. Due diligence and having the right professionals provide guidance are essential. This ensures that security measures are robust and effective.

At my organization, data sharing is a co-owned process. Marketing handles the outbound data, while IT manages the inbound data. Together, we discuss and align on what data sharing looks like for the organization. Security governance is a shared responsibility, involving both IT and marketing in conversations about sign-ons and requirements.