ANA CMO MarTech Mastery Series: Elevating Customer Data Quality & Governance

This event is over.

Customer data is the foundation of every modern marketing technology capability, from personalization and measurement to AI-driven decision-making. Yet for many organizations, poor data quality, fragmented ownership, and inconsistent governance continue to limit the value of even the most sophisticated MarTech stacks.

This MarTech Mastery Workshop focuses on how CMOs and marketing technology leaders can strengthen their data foundation to unlock greater performance, efficiency, and trust across the enterprise. Grounded in the Customer Data Quality chapter of The CMO’s Playbook for Marketing Technology, the session examines why high-quality, well-governed data, and a unified 360-degree view of the customer are prerequisites for scalable personalization, accurate measurement, and responsible AI adoption.

Led by Eddie Drake, Principal at Snowflake, and David Fogarty, EVP of Data Excellence & Privacy at the ANA, the workshop blends strategic leadership perspective with practical guidance. Participants will explore how leading organizations are rethinking data ownership, governance models, and operating practices to ensure customer data is accurate, accessible, secure, and fit for purpose across the entire purchase journey.

The session emphasizes the organizational and operational realities of data excellence, including cross-functional collaboration between marketing, IT, analytics, privacy, and legal teams. Attendees will learn how to establish clear data standards, create shared accountability for data quality, and treat privacy and compliance not as constraints, but as strategic advantages that build trust and enable sustainable growth.

Participants will leave with:

A clear understanding of why data quality is the single most critical enabler of MarTech performance
Practical strategies for creating and maintaining a unified, enterprise-wide customer view
Guidance on establishing data governance models that balance access, control, and compliance
Insight into how strong data foundations enable better personalization, measurement, and AI outcomes
An actionable framework to assess and improve their organization’s data readiness

This workshop is ideal for CMOs, marketing technology and operations leaders, data and analytics professionals, and privacy and governance stakeholders who want to maximize the return on their MarTech investments by building a data foundation that is trusted, scalable, and built for the future.

Agenda

Facilitator

Eddie Drake, Industry Principal for Marketing and Advertising, Snowflake

With a passion for data-driven strategies, Eddie has spent his career helping brands harness the power of their data to drive ethical growth, enhance customer experiences and cultivate insights. Prior to joining Snowflake, for nearly 20 years Eddie’s work brought significant advancement at several top-tier marketers, where he held leadership roles in data strategy, transformation and marketing effectiveness. He continues to work deeply with marketing trade associations to further the advancement of responsible consumer data privacy practices and technologies, earning him a reputation as a thought leader in the industry.

Expert Panelists

David Fogarty, Executive Vice President, Data Excellence & Privacy, ANA

David Fogarty is currently the SVP, Practice Lead of the Data Excellence and Privacy Practice at the Association of National Advertisers.

Before this David was the CEO and principal of Global Decision Science Enterprises which is a digital transformation and analytics consulting firm. He was also the Founder of an AI startup, that focused on developing patented AI solutions related to drones, pets, healthcare, and IoT.

David's remarkable career is also marked by significant Fortune 100 corporate contributions to organizations such as Cigna/Evernorth and General Electric, where he set up and led large analytic teams and made a significant impact on the top and bottom lines of those organizations. He has more than 10 US patents or patents pending on business analytics algorithms.

Beyond his entrepreneurial and corporate achievements, David has also played a pivotal role in academia. He has nearly two decades of teaching experience at some of the most prestigious universities, such as Columbia University, NYU, and Cornell University. David is a best-selling and highly cited author with over 50 published research papers in peer-reviewed academic journals and has written and published seven books on the topics of management, data and analytics.