‘Don’t Call It Governance’—An Action Plan for Sustainable Data Management

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At the upcoming DX Summit, Earley Information Science’s CEO will offer a metrics-driven approach to drive business objectives and outcomes—sometimes it even pays not to use the “G” word

If you bring the right people to the table at the right time and monitor the right things, you’ll be able to make the right decisions to optimize the right processes.

The explosion of customer-related and other business information, and the need to manage it smartly, has become an urgent priority, especially at large companies. Yet successful data management can be elusive, an expensive and frustrating investment in governance that often misses the mark.

Part of the problem is that “governance” is a loaded word, describing a process that encompasses too many things with too little explanation. “It is one of those things that people hate to implement—it is really important but it fails many times because it doesn’t have the right framework to make it relevant,” says Seth Earley, Chief Executive Officer of Earley Information Science (EIS), a leading consulting firm specializing in digital transformation.

The very reason for governance’s being—to maximize revenue—gets lost in the shuffle, he adds, and the trick to making it work is to keep the focus on specific business outcomes and objectives, even if that means not calling the effort “governance” at all.

“Make it instead about keeping people engaged with metrics that are relevant to their part of the operation because those metrics are fully aligned with every step of the customer journey,” Mr. Earley says. “If you bring the right people to the table at the right time and monitor the right things, you’ll be able to make the right decisions to optimize the right processes.” The payoff from designing a program to fit a company’s particular needs is a sustainable approach to improve operational performance, enhance customer interactions and meet strategic goals.

Mr. Earley will be spelling out that approach at next month’s Digital Customer Experience (DX) Summit 2016, a conference presented by CMSWire, the tech publisher. Held in Chicago from Nov.14 to 16, the conference will bring together leading digital and marketing practitioners to discuss “the strategies, technologies and thought leadership that deliver game-changing digital experiences.”

As a conference speaker and also as the leader of a workshop, Mr. Earley will present details of an “action plan” for data management that serves as a blueprint for measuring success throughout the customer lifecycle. Metrics can be developed, for instance, to track digital content (by measuring content quality, for example, and fill rates), which supports business processes (measuring leads, conversions and site traffic), which in turn enable business unit objectives (new business opportunities, average order size and total account revenue).

Once the right things are measured, opportunities can be fostered and problems can be detected and resolved, Mr. Earley said, “by using continuous feedback to monitor and manage” all the elements in the DX ecosystem.

Mr. Earley will speak at the conference on Nov. 15 at 3:00pm to 3:30pm—his topic is “Building and Implementing a Framework for Metrics-Driven Governance.” A preview of his presentation is available through this link.

Mr. Earley’s workshop, “Understanding the DX Ecosystem and Developing a Marketing Technology Blueprint,” is scheduled for Nov. 14 at 9:00am to 12:00pm.

About Earley Information Science: EIS helps organizations establish a strong information architecture and management foundation to drive strategic business outcomes and enhance operational performance. EIS has more than 20 years of experience in working with Fortune 1000 organizations globally across many industries. Corporate headquarters are in the Boston metropolitan area with consultants working on projects around the world. For more about Earley Information Science, visit our website at http://www.earley.com or contact us at info(at)earley(dot)com.

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