Glossary · Marketing Foundations

Data Governance Processes

Data governance processes are recurring workflows that apply ownership, definitions, quality, access, change, retention, and issue rules to data.
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What are data governance processes?

Data governance processes are the recurring workflows that put governance decisions into practice. They include assigning ownership, defining data, approving access, onboarding sources, setting quality rules, resolving issues, changing schemas, managing metadata, reviewing usage, retaining or deleting records, and documenting exceptions.

Policies state expectations. Processes show who does what, in which system, with which evidence, by when, and what happens when the normal path fails.

Core governance processes

Definition management gives each important field or metric an owner, meaning, examples, and change record. Access management reviews purpose, role, sensitivity, duration, and approval. Data-quality management detects defects, triages impact, corrects sources, and prevents recurrence. Change management assesses downstream dependencies before a field, integration, model, or rule changes.

Retention and deletion apply lifecycle rules. Issue management provides one route for reporting, prioritizing, resolving, and learning from defects.

How to make the processes work

Begin with high-consequence domains such as identity, consent, ownership, finance, and customer state. Map the current workflow and its delays. Assign a domain owner and steward, create service levels, and place evidence in the system where people work. Automate validation and routing when the rule is deterministic. Preserve review for ambiguous decisions.

Track issue age, recurrence, exception volume, approval time, downstream errors, and adoption of changes.

Example

A campaign source field contains several names for the same partner. The issue process records affected reports and workflows. The domain owner approves a canonical definition and mapping. Data management corrects historical records without removing original values, updates form and integration controls, and alerts reporting owners. A monthly review checks for recurrence. The process fixes the source and the consequences instead of cleaning the dashboard alone.

Maintain a process registry

Document each governance process with its trigger, input, owner, approver, steps, evidence, service level, exception, system, and output. Link policies and standards instead of copying them into local instructions. Review whether people use the process and where work escapes into chat or private spreadsheets. A registry makes overlapping approvals visible and gives the organization a place to simplify controls without losing accountability.

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