Marketing Data Warehouse Governance overview

Governs marketing data infrastructure and customer data platforms — auditing identity resolution accuracy across devices and channels, enforcing consent management compliance with privacy regulations, maintaining segment hygiene by pruning stale or overlapping audiences, validating data flows from source systems through CDPs to activation platforms, managing schema evolution for marketing events, and resolving data quality issues that impact campaign targeting accuracy. Produces data quality scorecards, consent compliance reports, and segment health audits. Excludes CDP platform selection and initial implementation.