Introduction

If your business collects, stores, shares, or processes data—especially personally identifiable information—a strong data governance program is essential for your success.

Data governance is a crucial component of our Digital Consumer Intelligence (DCI) Maturity Model and is evaluated in our DCI Assessment to help organizations pinpoint their strengths and areas for improvement. Governance is one of the key pillars, alongside a culture of data, experimentation, and speed to insight. These elements serve as the building blocks for DCI, each contributing individually and collectively to create a healthier organization that better understands and meets consumer needs.

In this guide, we’ll explore:

• The role of data governance at different stages of DCI maturity
• How governance supports and interacts with the other pillars of DCI
• Practical tips for enhancing data governance at any stage of your organization’s journey

Jennifer Tierney, VP of Privacy, Compliance, and Risk at Brandwatch and our Data Protection Officer, will guide you through this process. She’s deeply passionate about data and AI ethics.

As Tierney explains, data governance is about more than just meeting obligations—it brings a range of benefits to your business. “A robust and transparent governance program is fundamentally about building and maintaining trust,” she says. “Your customers will trust that they can access the insights and services they need without worrying about the safety of their data. They’ll know they’re working with a compliant and risk-free organization.”

Mastering data governance sets your business up for growth by ensuring all foundational protections are in place. “Your employees and customers will have confidence in the data’s quality and responsible handling,” Tierney adds.

Read on to learn how to elevate data governance at your organization. And if you haven’t already, consider taking our DCI Assessment to identify areas where your organization can improve in governance and other key aspects.

What Data Governance Looks Like at Different Stages of DCI Maturity

DCI Maturity can be assessed across four key stages, from the initial phase of ‘Monitoring’ to the most advanced stage of ‘Embedded Digital Consumer Intelligence.’ Here’s an overview of how data governance evolves at each maturity level.

1. Monitoring (Early Stage)

In the Monitoring stage, organizations often operate in silos, with different departments relying on various data sources and tools to achieve similar goals. There is typically no company-wide training on data privacy or compliance, and the organization may lack a dedicated data protection officer to oversee governance efforts. Although there’s much room for improvement, starting small is key. Mapping out data flows is an effective first step. Consider questions like:

• Where does the data originate?
• How is it stored?
• Who handles the data, and where is it sent?
• What happens to the data during use and after it’s no longer needed?

2. Developing Intelligence (Developing Stage)

At this stage, companies generally understand their data governance obligations but are still working to mitigate risks and enhance operational efficiency rather than leading the field. A privacy program might exist, but resources may be insufficient to address all governance needs, and processes around privacy and compliance may be manual and poorly documented. To advance, organizations should focus on training and consistent communication, aiming to instill confidence in both customers and employees regarding the company’s data governance practices.

3. Digital Consumer Intelligence (Advanced Stage)

In the advanced stage, organizations typically have well-documented governance programs and dedicated governance resources throughout the company. Employees and customers trust the company’s data practices, recognizing them as fair and accurate. There’s a deep understanding of applicable standards, and the company can anticipate future needs based on the global privacy landscape. To further excel, organizations should implement regular privacy and compliance audits, ensuring priorities are up to date and risks are effectively managed.

4. Embedded Digital Consumer Intelligence (Mature Stage)

At the mature stage, privacy is deeply ingrained in the organization’s culture. Employees understand and value privacy by design and by default, and the company aligns its governance approach with its ethical stance, often exceeding regulatory requirements. These organizations are industry leaders, driving their sectors towards a more just and equitable data environment. At this point, it’s time to share your governance expertise with the broader community. Tierney encourages data governance experts from mature organizations to contribute their knowledge at conferences, through publications, and within communities like Brandwatch, to help advance the field.

Access the full guide to continue reading to master data governance and elevate your organization’s digital consumer intelligence.

Related guide: Choosing a Consumer Intelligence Solution | Brandwatch

• Introduction
• What data governance looks like across different stages of DCI maturity
• How does governance work alongside the other pillars of DCI?
• 5 quick tips for improving data governance at your organization
• The Digital Consumer Intelligence Assessment

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• Free