5/6/23, 9:38 AM Data Governance vs.

Data Management: Principles, Processes and Frameworks Explained

Data Governance vs. Data

Management: Principles, Processes
and Frameworks Explained
Keith Messer + Follow
Full Stack B2B Revenue & GTM Growth Leader | 2x SVP, Sales & Marketing
| B2B SaaS, Software & Agency Exec | 2x Girl Dad
Published Jul 30, 2020

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5/6/23, 9:38 AM Data Governance vs. Data Management: Principles, Processes and Frameworks Explained

The terms data governance and data management are often used interchangeably, but
are they the same? Not quite. Though they are closely related, there are important
differences characterizing data management vs data governance.
In this article we outline those key differences. We also explain why thorough planning
for data governance strategy and implementation is essential for business-wide
performance and compliance with current and emerging data protection regulations.
Splitting the Difference: Data Management vs Data Governance
Let’s start with a metaphor. If you’re building a new house, you’ll first need to create a
blueprint. This includes all the measurements, features, and practical considerations.
It’s a plan for how the whole thing will come together.
Once the blueprint is agreed, it then needs to be built. That requires people and
technologies: the builders, electricians, plumbers all need to play their part; while all
the correct equipment needs to be used to make it so.

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5/6/23, 9:38 AM Data Governance vs. Data Management: Principles, Processes and Frameworks Explained

The first part of this equation is a neat metaphor for data governance. Ultimately, data
governance is a detailed plan for how data is gathered, processed and protected. It’s
the blueprint by which a business:

• Understands and ensures the protection of data assets. Not just for the business but
for the interests of customers, workers, and the general public.
• Ensures compliance with data privacy laws and regulations
• Supports data strategy
• Maintains the accuracy and usefulness of data
Data management on the other hand, is how a company puts this blueprint into
action.
It’s the actual implementation of data architectures, tools and processes to ensure
data governance objectives are met. For example, data cleansing and
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5/6/23, 9:38 AM Data Governance vs. Data Management: Principles, Processes and Frameworks Explained

standardization tools are just one aspect of putting data governance objectives into
action.
Often when data governance is discussed, it’s in the context of data protection
compliance.
Without doubt, the fast evolution of new data privacy laws has increased the need for
strong data governance procedures. Indeed, the situation continues to evolve as
illustrated by the development of the California Privacy Rights Act (CPRA).
The Act, if passed, would effectively amend the CCPA and expand the compliance
obligations of businesses collecting, processing and otherwise utilizing personal
information on California residents.
However, the importance of data governance goes beyond regulatory compliance.
It’s also a fundamental part of how companies can ensure they get the most out of
their data. Purely out of self-interest, you should understand how your data operates
across the business: where you’re drawing it from, how it’s being stored, verified and
activated.
For example, if you’re holding onto vast amounts of outdated or irrelevant data; it
comes at a cost to the business (both in terms of storage but also potentially
misdirected marketing campaigns as well as the financial and reputation damage
caused by fines).
In Summary…
Data Governance: defines how data is accessed and treated within a broader data
strategy.
Data Management: is the implementation of architectures, tools and processes to
achieve data governance objectives.
Why Does a Data Governance Framework Matter?

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The data governance market is set to be worth $3.53bn by 2023, according

to research by Markets & Markets.
It’s easy to understand why. Nearly 57% of Gartner survey respondents cited
“supporting data governance and data security” as one of the biggest challenges for
their data management practice.
Ultimately, data governance is a form of quality control. But it’s worth looking in
greater detail into why it matters.
Data Management and Data Governance Benefits:
1. Lowers Data Privacy Risks
As regulators more tightly regulate the use of data, both here and around the world,
strong data governance procedures help ensure you don’t incur hefty fines or the
damage to reputation associated with failed compliance. Under CCPA, the cap (per
case) for unintentional data protection violations is $2,500, while the cap on intentional
violations is $7,500.
2. Saves Money
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5/6/23, 9:38 AM Data Governance vs. Data Management: Principles, Processes and Frameworks Explained

Effective data governance can lower the costs associated with data, including storage,
incorrect/corrupted datasets, and communications going to the wrong people. Once
upon a time, marketers would boast of the size of their databases. The more savvy
among them are now more excited by response rates and productivity that comes with
a well-maintained database. The efficient cleansing of incorrect or misleading data
(such as duplicate entries for the same individual) are an important aspect of ensuring
that databases are a trustworthy source of information.
3. Improves Insight & Decision-Making
Accurate information boosts business-wide performance. Sales teams have access to
clean and accurate databases, which means they avoid contacting the same person
twice. Marketing teams are working from trustworthy data enabling them to create
more engaging brand messages. Business managers can more accurately gauge the
performance of their teams and identify opportunities for improvement.
4. Future-Proofs Your Business
New innovations in AI, VR and IoT, and other digital technologies; mean that data will
have an increasingly vital role to play. The amount of data available to us is increasing
at a colossal rate, as digital technology produces more and more of it, from more and
more sources.
Data overwhelm is already a major problem, but the challenge is only going to get
bigger.
But there is a solution. Yep, you guessed it: strong data governance and data
management business rules and processes. While the process of successfully
managing data will continue to be a challenge; those who do so will be at a
competitive advantage in the fast-accelerating data-driven age.
Where Do You Start?
The logical starting point is your data governance framework given this will provide the
blueprint for successful data management. It will outline the process by which you
collect, store, verify and use data.
There are three key factors to address:

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5/6/23, 9:38 AM Data Governance vs. Data Management: Principles, Processes and Frameworks Explained

• People: your employees need to be incorporated into your wider data strategy, so

that the whole team is empowered with the knowledge of good practice and
possession of data skills appropriate to their role.
• Processes: create a process-driven approach to ensure that data is managed in a
cohesive, productive and legally compliant way.
• Technologies: like people, technologies need to be incorporated into the
governance plan, so that you have an effective means of collecting, storing, cleaning
and organizing data so that it’s fit for the needs of your business.
Like Comment Share 11 · 3 Comments
Unni Krishnan 1y
Get B2B Marketing Training On Content that Sells | Cold Email | CRO | Sales Funnels
Keith, thanks for this amazing share👌
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