The power of technology has changed over time, bringing in a significant difference in how modern marketing is applied. The “unprecedented challenges” posed by cybersecurity threats lavish around technological and legal complexities. Businesses are aware of data privacy in a way they were not, even just a few years ago.

In short, data governance is the formulation of policies meant to optimize, secure and leverage information, by aligning objectives between multiple functions. Besides understanding what data governance is, we have to acknowledge why it’s essential. A company’s size, database size, and specific digital marketing strategy are all variables that factor into touchpoint governance design.