DevOps + Marketing: Data Transparency Is the Great Unifier

Organizations are placing growing emphasis on data, yet ensuring universal alignment on the same information remains a challenge.

Dev Ops & Marketing: Data Transparency is the Great Unifier

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Data is becoming increasingly important to businesses, but it's not always easy to make sure everyone is looking at the same thing. 

For instance, marketing analytics platforms have historically been separate from the rest of the organizational data, causing marketers and business leaders alike to question the validity of the strategies, decisions and analysis.

With the DevOps team often owning the website infrastructure, implementation of tags for marketing platforms and adding functionality that marketing needs, it’s critical that they share data to empower them both to make decisions that benefit the organization and their individual goals. 

In this article, we'll explore how data transparency can benefit both DevOps and marketing teams, as well as some best practices and tips for cultivating and using the shared data.

Data transparency: What is it and why does it matter?

Data transparency is a powerful tool for businesses looking to maximize efficiency and build trust with their stakeholders. By making data accessible to all involved, it helps teams make better decisions, collaborate more effectively, and identify potential problems quickly. For DevOps and marketing teams in particular, data transparency is the great unifier that can help them work together more efficiently and create better customer experiences.

At its core, data transparency is the practice of making data available to all stakeholders in a clear and unified way. This ensures that everyone involved understands how decisions are made and how data is used. Data transparency also promotes collaboration between departments by giving them access to the same information at the same time. That way, they can work together more effectively on projects such as customer service initiatives or product launches.

Data transparency makes it easier for organizations to identify potential problems quickly so they can come up with timely solutions before issues arise. It also leads to better business decisions overall since everyone has access to the same information when making decisions. The end goal of any good marketing or business strategy is to improve the customer experience, and data transparency helps with that as well. A shared foundation of data transparency puts the appropriate, responsible use of customer data at the center of everything that the organization does, leading to better insights for product development, marketing and more.

In short, data transparency is an essential practice for any organization looking to maximize efficiency and build trust with stakeholders. It helps teams collaborate more effectively while ensuring better decision-making processes across departments such as DevOps and marketing, leading ultimately to improved customer satisfaction.

How DevOps and marketing benefit from data transparency

The DevOps and Marketing teams in particular have a lot to gain by sharing transparent data practices.These teams can gain valuable insights into customer behavior, preferences, and trends in order to create effective strategies that benefit both the company and its customers. 

With data transparency, DevOps and marketing teams can also work together more effectively by sharing information quickly and easily. Both teams share the goals of making the customer experience better, ensuring customer data is used responsibly and keeping critical systems online. Data transparency allows them to do all of that, plus it has the added benefit of allowing them to build trust with customers by providing them with a transparent view of how their data is being used. 

What are the risks of not having data transparency?

Without data transparency, organizations can suffer from a variety of risks that can significantly impact their operations, including:

  • Lost customers
  • Reduced revenue due to a lack of trust
  • Increased security risks from malicious actors exploiting weaknesses in data protection 
  • Decreased customer satisfaction and loyalty due to inaccessible data
  • Compromised team collaboration due to difficulty in sharing and analyzing data nested resources when manual processes are used instead of automated ones
  • Wasted time and budget due to unnecessary manual work and lack of a single source of truth

The primary risk associated with a lack of unified data transparency is the potential for lost customers due to a lack of trust. According to a survey by McKinsey, 87% of consumers said that they would not do business with a company if they questioned their privacy or security practices. In addition to losing customers directly due to mistrust, organizations also run the risk of negative press which could further exacerbate their reputation problem and lead to even more lost customers.

When DevOps and Marketing teams are not unified, there is also an increased risk of security breaches as malicious actors may be able exploit weaknesses in data protection systems. Data that is not properly secured could result in identity theft or other types of fraud which would be damaging for both the organization and its customers. 

Customer satisfaction also decreases when data isn’t easily accessible to all of the teams who need it. Every team needs to be able to use customer data to improve the customer experience, answer questions and improve processes. This could lead to lower levels of loyalty among customers which would further damage the organization’s brand reputation.

If all of those risks weren’t enough, there’s also another, often unseen risk. When you lack a single source of truth, and the ability to deliver data transparency to your organization, it often follows that your processes are inefficient, overlapping and based on manual work. It’s difficult for teams to collaborate and eliminate duplicate projects if they’re not speaking about the same data and interacting frequently. It’s almost impossible to automate the right tasks with confidence if your data isn’t trustworthy and transparent.

Best practices for cultivating data transparency

Data transparency is an organization-wide initiative. It goes beyond just adding a tool or two and moving on – it’s more of an ethos that the organization shares. 

As such, your approach to cultivating data transparency will go beyond just adding technology that empowers you to share and consume data transparently. It starts with getting everyone on the same page and identifying areas of opportunity.

Creating an Open Environment 

To cultivate data transparency, it's important to start by creating a culture of openness between DevOps and marketing teams. Encouraging honest dialogue about data collection and sharing can help all parties understand their roles in the process and how they can work together to ensure accuracy, security, and reliability. Start by getting a window into how each team works, what each team needs from the other and make a process for ongoing communication.

Secure System

Data transparency relies on a safe system for tracking, storing, and accessing information. Organizations should consider implementing encryption protocols along with access control policies and regular security assessments to protect sensitive data from unauthorized use or manipulation.

Accurate Data 

Accurate data is essential for effective decision-making based on reliable insights. This means that both DevOps and Marketing teams should audit existing datasets regularly for errors or inconsistencies as well as develop a policy for when new datasets must be collected or updated according to customer trends and preferences.

Policies & Procedures

Establishing policies around how customer information is handled will promote data transparency within the organization by providing clear instructions for employees regarding collecting, storing, using, and sharing customer details in a secure manner.


Finally, training staff on the importance of data transparency is key to ensuring that everyone understands why it's necessary as well as how they can contribute to its success within the company. Training sessions should cover technical aspects such as encryption protocols along with soft skills like active listening so agents can build trust with customers while still protecting their privacy effectively.

By following these best practices for cultivating data transparency in DevOps and Marketing departments alike, organizations can gain valuable insights into customer behavior while also better serving customers' needs securely - allowing both teams to collaborate more effectively while fostering trust among consumers in the process.

How To Build Data Transparency: The Solution

So far we’ve covered best practices and risks for not creating data transparency. Now we’ll cover what the technology that creates data transparency looks like.  

It starts with an API-based architecture, which gives both teams access to the same data in real time. This empowers teams to use automated analytics tools that make it easier to make use of the data. 

The right technological solution will also empower you to provide automated standards and processes for data sharing. All stakeholders should have access to the data they need while also protecting sensitive data in ways that comply with regulations and keep the organization secure from threats. 

On the topic of security, it’s critical that the solution include robust encryption protocols and multi-factor authentication. It should allow organizations to track and monitor threats in order to implement new protocols when necessary. 

We recommend choosing a Customer Data Infrastructure (CDI) that does all of those things above from the moment that data is collected, all throughout the customer data lifecycle. This will ensure you have the architecture, automated standards and security required to transparently share data in all of the other tools and situations that help your organization maintain a focus on the data that matters.