CDOs: Don't Curb Your Enthusiasm
Effective communication and marketing are essential tools for carrying out data initiatives

Is data governance actually a marketing problem?
This question came to mind at our European Financial Information Summit (EFIS) in London this week, where I kept hearing a mantra about better alignment of communication with different departments internally within firms being critical to effective data governance.
Chris Bannocks, newly installed as chief data management officer at ING Bank, defines data governance as a business problem, at least in part—not only an operational issue. Where marketing comes into it, in his view, is that any data governance plan being made has to be communicated to the business side of a firm, to get them to understand it and be involved in it.
Roberto Maranca, managing director of enterprise data at GE Capital in London, was tasked with reorganizing data operations geographically in Europe and Asia under the umbrella of the firm's US data group. He has capitalized on a social network of staff within his firm to "broadcast a message," as he says, about a central data management framework being deployed to support GE Capital's strategy. This is an example of thinking about marketing to make a data governance plan more effective for one's firm.
If you don't have a centralized data governance structure—as many of the data management executives who spoke on panels at EFIS say they strive to get or maintain—communicating and marketing becomes all the more necessary.
Data governance plans, by themselves, are "not necessarily a helpful achievement," says John Parkinson, UK head of data governance at Capgemini Financial Services. "The key to communication and bringing stakeholders along with you is making it clear to them that data governance is an enabler to make their jobs easier—and improve their ability to manipulate data and get value out of it."
Inherently, chief data officers (CDOs) are going to be enthusiastic about data governance plans. The trick is spreading that enthusiasm to colleagues who are vital to the success of their plans.
"There's nothing without implementation and adoption by people," says Maranca. "That's something I can't always control but I need to be the bearer of the message for people to adopt it."
CDOs are people too, and aren't all going to be cut from the same cloth. Some may be more steeped in data management and operations, while others may come into their roles with greater aptitude at lobbying colleagues on the business side. Either way, they must stay sharp at marketing their plans or learn to do so in a hurry.
Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.
To access these options, along with all other subscription benefits, please contact info@waterstechnology.com or view our subscription options here: http://subscriptions.waterstechnology.com/subscribe
You are currently unable to print this content. Please contact info@waterstechnology.com to find out more.
You are currently unable to copy this content. Please contact info@waterstechnology.com to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@waterstechnology.com
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@waterstechnology.com
More on Data Management
LLMs are making alternative datasets ‘fuzzy’
Waters Wrap: While large language models and generative/agentic AI offer an endless amount of opportunity, they are also exposing unforeseen risks and challenges.
Cloud offers promise for execs struggling with legacy tech
Tech execs from the buy side and vendor world are still grappling with how to handle legacy technology and where the cloud should step in.
Bloomberg expands user access to new AI document search tool
An evolution of previous AI-enabled features, the new capability allows users to search terminal content as well as their firm’s proprietary content by asking natural language questions.
CDOs must deliver short-term wins ‘that people give a crap about’
The IMD Wrap: Why bother having a CDO when so many firms replace them so often? Some say CDOs should stop focusing on perfection, and focus instead on immediate deliverables that demonstrate value to the broader business.
BNY standardizes internal controls around data, AI
The bank has rolled out an internal enterprise AI platform, invested in specialized infrastructure, and strengthened data quality over the last year.
First Citizens used AI to retain SVB customers
The firm’s retention efforts involved using AI to monitor customer behavior and sentiment—including profanities.
LSEG–MayStreet: When good partnerships go bad
Waters Wrap: MayStreet’s founder and former CEO is suing LSEG for fraud and breach of contract. Anthony considers what the damage control might look like.
Bloomberg adds web traffic data as leading indicator of market moves
The vendor’s deal to incorporate website visit data from Similarweb is the latest move in its ongoing expansion of alternative datasets.