10 Steps to a Digital Governance Plan
October 11, 2016 – Mollie Panzner
Follow these ten steps to develop a successful digital governance plan.
As I mentioned in a past article, the best way to optimize the use of digital technologies, as well as mitigate their risks, is through education. This education should cover vendor capabilities, the risks that they introduce, and the benefits they offer. Other vital intelligence includes how to vet and implement vendors, as well as how to hold them accountable when necessary.
What I haven’t addressed yet is the first step in implementing a digital governance strategy – the role of the assigned governance “owner.” As with most long-term and ongoing initiatives, a central “authority” is needed to unify ownership of the initiative as well as enforce the outcomes of the governance overhaul. It’s important to note that one of the key paths to success entails a single cross-company governance framework and one team to define boundaries for, and enforce, what’s appropriate as it relates to digital vendors.
The Need for Visibility into Vendors, Data, and Communication
One thing I often see is how the negative impacts of technologies heighten within an online ecosystem that lacks visibility into the vendors it utilizes, the type of data it collects, and its communication workflows.
Here’s an example that might result from an online ecosystem that lacks visibility into the above three items:
According to Evidon’s vendor database, there are over 100 demand side platforms (DSPs). Let’s say each of these DSPs call on one business to leverage their respective technologies. Differing DSPs get through to each of the six regional marketing teams, resulting in six different requests for DSP implementations. If there was one authority in charge of sharing vendor details – such as systems used, data collected and capabilities available – these six requests could potentially be streamlined into one or two implementations that meet the needs of all of the marketing teams.
The central intelligence authority, while responsible for the implementation of all 3rd-party technologies, should also “own” the knowledge of each and every implemented vendor. By knowledge, we mean vendor-specific details such as who requested the tag’s implementation and when, for what purpose, and under what parameters regarding data collection and use.
So now that we’ve covered step number one, let’s take a look at the next nine steps.
10 Steps to a Digital Governance Plan:
These 10 steps should be initiated after you have a process for monitoring direct and indirect tags for data leakage, performance, and compliance concerns (like Evidon’s MCM platform).
Download the full list here.
Hopefully these steps can put you on the path toward a sustainable digital governance plan, or at least help raise the issue internally and spark a healthy discussion. As I said, the first step – far before implementation – is always education.
I’d love to discuss these steps in greater detail. Email me (mollie at evidon dot com) or follow me on Twitter @MolliePanzner, and if you’d like to learn more about Evidon, or our full range of tag analytics, you can visit us at Evidon.com or follow us on Twitter @Evidon.
Mollie is the Director of Professional Services at Evidon, and a subject matter expert on tagging governance and 3rd-party vendor analysis.