FROM GHOSTERY’S OPTIMIZATION DESK: 10 STEPS TO A DIGITAL GOVERNANCE PLAN Establishing a Digital Governance Plan can be a challenge – managing multiple stakeholders, an increasingly complex marketing technology stack, and dealing with a changing regulatory environment. With the right education and the right tools, however, the job can be made a lot simpler. With that in mind, Ghostery has compiled a ten-step guide to help you spearhead a successful digital governance program at your organization.
10 STEPS TO A DIGITAL GOVERNANCE PLAN: Assign the digital governance “owner” (as well as identify key departmental stakeholders), in order to centralize project management. This includes task prioritization, tag remediation, defining standards for vendor vetting, implementation, monitoring, and removal.
Document vendor details for all currently implemented technologies (including approved redirects) in order to ensure record keeping of usage, ownership, categorization, data points collected, technology capabilities, revenue expectations, latency expectations, redirect limits, and implementation expirations.
Audit your website’s technologies to identify all direct and indirect tags (including redirects) and document their owners in order to isolate legacy, unknown, and unauthorized vendors, and to identify key (and prevalent) partners.
Utilize updated vendor strategy and governance framework to pinpoint additional tags for remediation. Those deemed non-compliant due to an analysis of business function, category, performance, risk, footprint, or ROI.
Take advantage of quick wins by remediating tags that are considered to be “low hanging fruit,” such as removing expired and unknown tags, and updating protocols and tag implementations.
Update service agreements to accurately reflect newly defined vendor expectations, as well as privacy disclosures, per North American and EU compliance regulations.
After discussions with the identified departmental stakeholders (partners), develop and circulate your website’s “vendor strategy” to provide proper guidance for implementing tags, and cost-benefit analysis.
Proactively monitor tag usage, implementation, and deactivation. Leverage benchmarking, security, and performance KPIs to ensure ongoing benefits from optimal digital governance.
Define a set of tag standards and publish a governance policy framework to define communications workflows, task ownership, and approval processes, and a required tag implementation “questionnaire.” Consider additional scrutiny for tags placed on URLs that contain personally identifiable information (PII), such as login pages and URLs that collect payments.
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US/CAN: [email protected]
Institute quarterly governance-based KPI reviews, ongoing internal education of vendor capabilities, and strategic departmental stakeholder meetings. These steps can put you on the path toward a sustainable and successful digital governance plan. To discuss your digital governance initiative further contact [email protected]
EU: [email protected]