1. Marketing Data Special Interest Group Committee
Workshop Session
September 2016

2. Data Advisory Group Context
The [Marketing] Data Advisory Group is focused on… …data that is used for marketing purposes!
What is data
Personalised
Customer centric
Behaviours
Privacy
Security
Relevant to market
Decision / execution
Asset – under utilised
Analyse/objectives/ actions
Info about your customers
Reduce wastage
Central to business objectives
Aligned to finance and marketing
Language of business vs. customer
Predictability
Forward looking
Review
Create growth and value
Best practice
Marketing Context
Ensuring data privacy
Obtaining access to required data
Utilisation and impact of technology
Tools to leverage data
Knowledge about data - what’s in it and how to use it
How to educate others
Ownership of the data – Data governance
Ways of working with data and between teams
Obtaining senior buy-in to data strategy and tactics
Ensuring the data talent pipeline of people
Networking opportunities for data and non data focused people
Data Advisory Group Context
To provide thought leadership in the area of data marketing: Identification of key topics for whitepaper development, event topics and InBox content. 
Develop the MA data advisory service by producing best-practice guidelines on key topics
Release at least 2 thought leadership papers per year
InBox article content 1 per quarter
Review and guide education requirements for talent development of data marketers
Provide practical education on relevant data topics through interactive forums, our online data advisory service, specialised events and access to leaders in the industry
Identify the gaps in the development of talent for data marketers in New Zealand – post graduate to CMO
Build a pipeline of talent for the [M]DAG
Champion industry issues for data marketing by being the voice of NZ marketers
Become the first point of reference for data guidelines, best practice and education in New Zealand
Identification and response to marketing data issues/opportunities
Data privacy and permissions
DNC, DNM & DNeM
DWR
Presentation at MA events to the membership on current issues