Data Governance in the Era of Big Data

Data is the lifeblood of every organization and essential to successful marketing. But there are serious threats and challenges to ensure proper data governance at your organization. Join DMA’s legal counsel and consumer data compliance expert as they guide you through the best ethical practices to ensure that you are equipped to provide proper data governance in the era of Big Data. In this course, you will discover the key benefits of good data governance, how DMA and our industry encourages and oversees the proper use of data through active self-regulation, and how marketing data should be managed within your organization. We will show you how to find the vulnerabilities in your data practices and equip you with the tools and action steps to ensure compliance for the benefit of your customers and organization.

Learning Experience

This is a narrated PowerPoint slide presentation format course and is partially interactive. It provides real-world practitioner-led learning. Active course participation is limited and includes assessments, minimal or no knowledge checks, activities, or resources/tools.

Who is this Course For?

Junior, middle, and senior marketer levels – all those interested in data governance in the era of big data.

Course Outline

Lesson 1: Purpose & Foundation of Data Governance

    • Threats To Good Data Governance
    • Data Governance Definition & The Four Building Blocks To Good Data Governance
    • Data Governance Key Benefits
    • Why Data Governance Is Important
    • DMA Accountability Roles

Lesson 2: Data Assessment

    • Inventory
    • Assess
    • Data Flows

Lesson 3: Marketing Data

    • Data Types
    • Data Security Lifecycle
    • Should All Data Be Governed Equally?

Lesson 4: Privacy

    • Privacy By Design Approach
    • Building Your Privacy Policy
    • Case Studies

Lesson 5: Data Security

    • Applicable DMA Guidelines
    • The Rise in Data Breaches
    • Steps to Take to Prepare & Protect Your Data

Lesson 6: International Considerations

    • Privacy Shield
    • GDPR
    • CASL
    • Differences among GDPR, CASL & CAN-SPAM

Lesson 7: Actionable Steps

    • Protecting Your Brand
    • Taking a Holistic Approach

Estimated Length of Completion:

Approximately 45 minutes. This timing reflects basic run time, but seat time varies by user and could be significantly longer.

Download the full benefits here

Registration Pricing

Client-Side Tier Platinum Tier Gold Tier Silver Tier Individual Nonmember
Registration Client-Side Tier $0 Platinum Tier $0 Gold Tier $49 Silver Tier $79 Individual $149 Nonmember $149



Senny Boone

General Counsel, SVP, Compliance & Ethics, DMA division of ANA

As the internal General Counsel for the DMA division of the ANA, Ms. Boone leads the organization’s efforts in ethics, compliance and best practices for the data-driven marketing community. She has over 25 years of communications law experience spanning the range of marketing and fundraising issues. She manages Board-level Committees on DMA’s ethical guidelines, the policing of members’ compliance with the guidelines, and reviews best practices with marketing practitioners. She leads educational efforts on topics of interest on corporate & social responsibility, and works with DMA members on marketing and fundraising compliance. Since 2002, Boone leads the DMA’s Nonprofit Federation (DMANF) of nearly 400 nonprofit organizations and fundraisers before Congress, state and federal regulatory bodies to protect charitable speech. Since 2012 she helps oversee the DMA’s Email Experience Council, an organization of responsible email marketing practitioners. Prior to DMA Boone worked on behalf of newspaper publishers on media policy and communications law issues at the National Newspaper Association.

Boone has a Juris Doctor from Catholic University in Washington, D.C. and a B.A. in Journalism cum laude from Temple University in Philadelphia, Pennsylvania. She is an adjunct professor on marketing ethics at Georgetown University’s School of Continuing Studies. She is a member of the District of Columbia Bar & New Jersey Bar.

Mrs. Boone was honored as a “Top Woman in Fundraising” by Fundraising Success Magazine in 2006. She resides in Southern Maryland with her husband and daughter. Boone is a classically trained ballet dancer.


Lisa Shosteck

Accountability Managing Consultant, DMA Privacy Shield Program Administrator

Director, Email Experience Council, DMA division of ANA

Lisa is a senior marketing privacy and compliance professional with over 15 years of experience. She works with dedicated volunteers on the DMA’s Committee on Ethical Business Practice Enforcement to educate, mediate and enforce DMA Guidelines. Lisa works to promote ethical business standards by providing learning and networking opportunities in the marketing community; developing industry and consumer compliance and educational tools that comply with applicable federal laws, regulations and Guidelines; and crafting strategic initiatives designed to reinforce consumer confidence in the power of industry to self-regulate effectively.

In addition, she administers the DMA Privacy Shield Program and serves as the Director, for DMA’s email marketing arm -- the Email Experience Council. EEC’s mission is to promote the effective and ethical use of email marketing through thought leadership, education, networking and advocacy. She oversees the EEC Board and Subcommittees that serve under the Board to set and execute priority projects while managing member and sponsor benefits; EEC’s website; event promotions and email communications including the biweekly EEC e-newsletter.