In the digital marketing landscape, data informs and influences everything marketers do. Given data’s role in ensuring accuracy and efficiency in marketing campaigns and operations, it’s cricitcally important to set up and maintain an adequate, always-on governance infrastructure within Marketo that ensures data hygiene and completeness over time. In this session, we’ll discuss:

• The importance of data hygiene and common data challenges marketers face

• The role documentation and key stakeholders play in efficiency and scaling data governance

• Working backwards to identify a path-to-green for remediating data inadequacies

• Best practices for data cleanup, establishing a strong governance foundation, and implementing standards to help data operations scale