In the digital marketing landscape, data informs and influences everything marketers do. Given data’s role in ensuring accuracy and efficiency in marketing campaigns and operations, it’s cricitcally important to set up and maintain an adequate, always-on governance infrastructure within Marketo that ensures data hygiene and completeness over time. In this session, we’ll discuss:

• The importance of data hygiene and common data challenges marketers face
• The role documentation and key stakeholders play in efficiency and scaling data governance
• Working backwards to identify a path-to-green for remediating data inadequacies
• Best practices for data cleanup, establishing a strong governance foundation, and implementing standards to help data operations scale

Featuring guest speaker Ashleigh Ange, Senior Marketing Operations Manager from Amazon!

• Ashleigh is a 2022 Adobe Marketo Engage Champion and currently leads marketing operations for the Alexa Everywhere Developer Marketing org at Amazon. With a background in marketing automation, email marketing, and operations, Ashleigh enjoys working to improve the customer experience through increased automation and operational excellence. Her team is currently working to optimize their Marketo database and operations, facilitate integration of 1P and 3P data sources for audience segmentation and profiling, and ensure adequate compliance for marketing tools alongside regulatory data protection standards. In her free time, Ashleigh enjoys exploring the many natural wonders the Seattle area has to offer, traveling, cooking, and hanging out with her trusty sidekick, a beagle named Hazel.

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