Data governance is one of the thorniest challenges of business technology. A clear cut, centralized approach is illusive and would not work in practice even if it were attainable. Organizations must change the practice and intention of how they govern data to be more flexible and participatory. Enterprise architecture (EA) professionals still need thoughtful data principles to guide their attitudes and actions. But they must also recognize that data principles have become permanently convoluted as organizations try to address expanding data needs and strategies. In this report, Forrester introduces the six data governance archetypes that comprise a robust and scalable organizational model.