HomeResearch Articles Marketing Data Quality: Four Roles, One Goal

Marketing Data Quality: Four Roles, One Goal

  • In order to improve the marketing database, a hierarchy of data ownership and contribution must be built and adhered to
  • The data steward plays a leadership role; as such, it is accountable for the health and growth of the database
  • Data owners are responsible for data at its source; they must be closely aligned to the steward role to maintain or improve data quality
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