Best Practice Report

Marketing Data Management: Corporate And Regional Responsibilities

September 7th, 2018

Summary

A global approach to data management planning, execution, and facilitation responsibilities is essential to improve buyer engagement and data privacy compliance while accommodating different levels of data management maturity as well as cultural and technological nuances in each region. Corporate and regional data management responsibilities should be assigned in accordance with the organization’s overall corporate/regional marketing operating model. In this report, we describe the data management responsibilities of corporate and regional marketing operations teams within four operating-model scenarios: directed, influenced, distributed control, and situational control.

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