1. Why Data Governance and Standards Matter
Kevin Jemison
Digital Analytics Architect, Hilton Worldwide

2. About Hilton Worldwide
• After 93 years, Hilton Worldwide remains a
leading global hospitality company,
spanning the lodging sector from luxurious
full-service hotels and resorts to extended-
stay suites and mid-priced hotels.
• Our 10 brands are comprised of more than
3,800 hotels and timeshare properties,
with over 640,000 rooms in 91 countries.

3. Agenda
• What is Data Governance
• The Benefits of Good Governance
• How to Get There

4. Why Data Governance and Standards Matter
WHAT IS DATA GOVERNANCE

5. Data Governance Defined
“The process by which online marketing and
digital analytics organizations define and
manage different types and categories of
data related to behavior tracking, audience
measurement, ecommerce and other
aspects of online business.”
- Infinitive Analytics Blog, Oct 2011

6. Data Governance Defined
• Bringing sanity to chaos
• Part safety net, Part trampoline
• Creating a culture of competence

7. Do You Need Governance?
• Currently Impossible to maintain
• Rapid growth of your analytics team
• Continually re-inventing the wheel

8. Why Data Governance and Standards Matter
THE BENEFITS OF GOOD
GOVERNANCE

9. The Promise of Good Governance
Effective data governance provides the
framework to ensure robust valuable
measurement is applied to all online efforts
in an agile, scalable process.

10. The Risks of Poor Governance
• False Confidence
• Increased level of effort with no benefit
• Reputational damage for the organization

11. Why Data Governance and Standards Matter
HOW TO GET THERE

12. Achieving Good Governance
• Evaluate your current process and gaps
• Think about it!

13. Achieving Good Governance
• Design the ideal governance framework
with input from the broader organization
• Think about it!

14. Achieving Good Governance
• Strategize, Prioritize, and Execute
• Think about it again, and use what you’ve
learned to repeat the process

15. Maintaining Good Governance
• Governance is an ongoing process, not a
one time effort
• Improvement never stops
• Education is paramount

16. Why Data Governance and Standards Matter
THE TAKEAWAY

17. Why Data Governance Matters
1. You can’t get consistent, reliable and
timely data without it.
2. Data governance provides the
foundation for all analytics activities.
3. It makes your entire organization more
effective.
4. It helps you (and your boss) sleep at
night.

18. Any Questions?
Kevin Jemison, Digital Analytics Architect
Hilton Worldwide
kevin.jemison@hilton.com
kevin@kevinjemison.com
@kevinisdigital

19. Sessions You Must See
• Customer Showcase: Success with Analytics On Demand
Wednesday @ 11:10am
• Susan Schultze. Project Leader, 3M
• Charles Yoo. Media Analytics Manager, Reuters
• Kevin Jemison. Digital Analytics Architect, Hilton Worldwide
• Steve Earl, Moderator. Director of Product Marketing, Webtrend
• Segmentation: Using In-Session Data and Customer Analytics
Wednesday @ 2:40pm
• Lothaire Ruellen. Director of Online Marketing, Rail Europe
• Peter Crossley. Director of Architecture, Webtrends
• Driving Conversion With Performance Marketing
Wednesday @ 3:40pm
• Kirk Ramble. Principal Optimization Consultant Webtrends

20. Rate
Session
&
Speakers/
Panelists

21. Thank You
Kevin Jemison, Digital Analytics Architect
Hilton Worldwide
kevin.jemison@hilton.com
kevin@kevinjemison.com
@kevinisdigital