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Some Considerations for Marketing Data Governance

Kevin Lacobie, Sr. Manager, Marketing Technology, NRG Energy, Inc.

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About Me

• Kevin Lacobie, Senior Manager, Marketing Technology and Analytics

• Marketing Technology is part of Digital Marketing, reporting to the CMO of NRG

• NRG Energy, Inc. is the leading integrated power company in the U.S., built on the strength of the nation's largest and most diverse competitive electric generation portfolio and leading retail electricity platform. We are a Fortune 200 company, serving almost 3 million residential and commercial customers throughout the country.

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“Marketing Data” Governance

Not Marketing “Data Governance” –though, it’s a dry subject and could

use some marketing!

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What is Data Governance?

• It is well-defined policies andprocedures around:

• Data Management & Quality

• Data Access

• Compliance

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Issues Addressed

• Data Quality

• Definition and Interpretation

• Appropriate Access to Data

• Complying with Legal, Regulatory, or Contractual Obligations

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Why You Have Data Issues

• Departments Working in Silos

• Departments Upstream and Downstream of you

• Multiple IT Systems

• Mergers and Acquisitions

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What, you have multiple systems?!

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Patterns

Shared Definitions

With groups that collaborate, but remain independent, arms-length

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Data Synchronization

Between systems

Leader/Follower Arrangements

“Master” data from one system, loosely shared with others

Data Centralization

The one system to rule them all

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What Marketing Data Are We Concerned About?

• Marketing Campaigns

• Audience Segments

• Leads/Prospects

• Customer Info

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Some Solutions

• The “Digital Campaign ID” spreadsheet

• Coordination between digital ad agency, analytics, and sales system

• Is a Leader/Follower pattern

• Technologies Used: Google Spreadsheet

• A Marketing Data Layer

• Sharing Customer Relationship Management (CRM) system data with web technologies

• At NRG, we have a two-layer cake:

• Server-side data “exposed” as a JSON dataLayerobject, defined on every web page

• Tag management “data layer”

• Is a Data Sync solution

• Technologies Used: JavaScript, Ensighten

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Marketing Data Layer

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Marketing Data Layer - Ensighten

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Or, use the Ensighten Visual Tagger

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Value We’ve Seen

• Better analysis from initial digital ad campaign to closed sale

• More opportunity to optimize campaign spend

• Coordination between digital ad agency, analytics, and sales

• Better analysis of customer behavior

• Customer Retention through customized content

• Cross-Sell Opportunities

• “Segment Discovery”

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What Solutions We Would Like Next

• More data from the CRM

• “First Party” Cookie Data

• To better segment, analyze, and target the “anonymous masses” of web visitors

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Just a Bit about Compliance

• Marketing departments must be serious about:

• Personally Identifiable Information (PII)

• Do Not Contact/Unsubscribe requests

• Privacy declarations in browsers (cookie/tracking)

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THANK YOU

KEVIN LACOBIESr. Manager, Marketing

Technology, NRG Energy, Inc.@agorist