Abstract
Recently, marketers have seized the opportunity to leverage the power of Big Data analytics, machine learning and artificial intelligence in their work. However, greater use of data is accompanied by increasing concerns and ethical challenges regarding aspects of data collection, data security and privacy. Implementing a data governance framework and standardising the data life cycle can help analytics-based marketing departments work more effectively, and to proactively address the concerns inherent in their operations. This paper discusses some of the current challenges and how data governance provides principles that organisations can use in their quest for a more robust approach to analytics-based marketing.
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