The Customer Experience (CX) has become critical to business success. Customers are no longer satisfied with blanket marketing attempts to sell them products they are not interested in. They demand highly personalised and relevant experiences, and this requires marketing to become more data-driven than ever. Data can no longer be considered ‘an IT problem’ – it is arguably the most important asset to any business and it needs to be governed effectively. Data governance has become the key to excellent customer experiences.