Data governance in marketing
How to make data governance a key driver of customer trust, smarter campaigns and sustainable growth?
Introduction
We live in a paradox. Marketers today have more data, more tools and more targeting power than ever before, yet consumer trust is at an all‑time low. Campaigns are blocked, consent is withdrawn and brands that cut corners on data practices pay a reputational price they never saw coming.
This Master Class flips the script. Governance is not the enemy of creativity or performance, it is the foundation of sustainable marketing. When done well, it becomes a differentiator.
The marketing landscape is being reshaped by three converging forces: tightening regulation (GDPR, AI Act, Digital Services Act…), the adoption of technology by marketing teams and growing consumer expectations for transparency and fairness in how brands use their data. Most marketing professionals are aware of these forces, but few have a unified framework to navigate them together.
Over this half‑day session, participants will move from understanding to action. We will demystify the core concepts of data governance, not from a legal or IT standpoint, but through the eyes of a marketer. We will explore real‑world scenarios where governance failed or succeeded, hands‑on frameworks that can be applied immediately and a strategic vision showing how responsible data practices become a brand asset rather than a compliance checkbox.
What will you learn?
- Understand the key principles of data governance (data quality, data lineage, comprehensible data, accountability) and how they support everyday marketing decisions.
- Apply a practical governance workflow to assess current marketing data practices, identify gaps and take action.
- Translate governance principles into trust‑building actions that strengthen customer relationships and brand equity.
- Communicate data governance decisions confidently to stakeholders, leadership and customers.
- Develop a competitive mindset: understanding why brands that lead in responsible data usage outperform those that do not.
For whom?
- Marketing managers and directors overseeing campaigns and customer data strategy.
- Digital and performance marketers using data‑powered ad platforms and analytics tools.
- CRM and data analysts within marketing teams.
- Marketing operations professionals managing data platforms.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
-
Sophie Angenot
Managing Partner at QuaDataSophie is a seasoned data governance pioneer with nearly 20 years of experience driving data quality and innovation. She honed her expertise at industry giants such as Dun&Bradstreet (now Altares) and Bisnode Belgium. In 2014, Sophie founded QuaData, a forward-thinking consultancy dedicated ...
Register
Please log in to see which tickets are available for you.
Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
Cookies on this website
This website makes use of cookies to function properly. If you would like to change which cookies we can use, change the cookie settings. Read more about our use of cookies in our privacy policy.