Luka Jasionyte, from the marketing team at Snap Analytics, catches up with Martin Whiley, Head of Data Governance, to dive into his journey in data and analytics and explore the key challenges facing enterprise businesses today. Martin shares his insights on making sense of enterprise data, tackling data silos, the importance of strong governance, and how AI and high-quality data engineering are shaping the future.
What inspired you to get into data and analytics, Martin?
Data has always fascinated me, not just as numbers, but as the foundation of every decision, strategy, and transformation. What truly drew me into the field was the recognition that data is only as valuable as its accuracy, structure, and data governance. Without trust in the data, businesses can’t make informed decisions, drive efficiency, or unlock meaningful insights. My curiosity for uncovering patterns, validating assumptions, and refining raw information into something truly usable has been a constant throughout my journey.
As Head of Data Governance, what best practices have you discovered that truly work?
As Head of Data Governance, the most important thing is to lead with a clear objective. You need to know exactly what you’re trying to drive and deliver. At the end of the day, data governance is about creating value. That’s what executives want to see: real, measurable impact.
But it’s not just about policies or frameworks. It’s about changing the way we think. We need to treat data like a real product, something that’s built, maintained, and improved with purpose. This isn’t just “data governance as a service.” It’s a strategic approach. We treat data as a business asset, and that shift in mindset makes all the difference.
Here are the key practices I recommend:
- Lead with purpose. Start with a defined goal. Governance should support business outcomes, not just compliance.
- Foster collaboration. Data can’t live in silos. Governance must be a shared responsibility across teams.
- Automate for quality. Use automation to ensure data validation and quality from the beginning. It’s the only way to scale.
- Start small, grow smart. Don’t let the size of your data landscape overwhelm you. Begin with a focused initiative, show value, and build from there.
- Invest wisely in technology. Don’t choose tools just because they worked for someone else. Understand your data challenges first, then find the right solution for your business.
- Shift the culture. Governance isn’t just a process. It’s a mindset. Treat data with the same care and strategy as any core product.
Data governance isn’t one-size-fits-all. It’s a tailored, evolving approach that should be embedded into the culture of your organisation. When done right, it builds trust, drives efficiency, and unlocks innovation.
What are some common data-related challenges that large enterprises typically face?
Data challenges are a major hurdle for large enterprises, often leading to inefficiencies, missed opportunities, and poor decision-making. As Head of Data Governance, I see firsthand how outdated legacy systems and poor data governance create fragmented, inconsistent data that slows business operations. Without modern infrastructure and strong governance frameworks, organisations struggle to consolidate information and extract meaningful insights.
Another key issue is the lack of clear ownership over data. When governance is weak or non-existent, businesses face siloed data, accessibility problems, and compliance risks. Regulations like GDPR and industry-specific data laws add another layer of complexity, making governance essential for ensuring data security, transparency, and trust.
But data governance isn’t just about compliance – it’s the foundation for reliable insights, operational efficiency, and innovation. Organisations that prioritise high-quality, well-governed, and accessible data can confidently drive growth, make informed decisions, and future-proof their operations. Businesses that take control of their data strategy, investing in governance, modern platforms, and accessibility, are the ones leading the way.
What are the top client priorities for those looking to drive successful outcomes in data and analytics?
Strong data governance is the foundation of successful data and analytics initiatives, and I can’t emphasise enough how critical it is for businesses. Without it, organisations risk flawed decision-making, siloed data, inefficiencies, and potential regulatory fines. More importantly, poor governance can undermine trust in data, making it difficult for decision-makers to rely on insights with confidence.
To drive meaningful outcomes, enterprises must ensure their data is accessible, high-quality, secure, and compliant. A well-governed data framework enables teams to extract accurate insights, streamline operations, and make informed decisions that align with business goals.
While implementing governance in complex enterprise data landscapes can seem daunting, the cost of inaction is far greater. Businesses that fail to establish strong governance frameworks often find themselves struggling with inconsistent reporting, poor data usability, and unnecessary risks. Those who take proactive steps and invest in clear ownership, accountability, and governance structures will not only enhance compliance but also unlock greater efficiency and strategic advantage in a fast-moving digital world.
What is the most exciting trend right now?
AI-driven analytics is one of the most exciting trends in data and analytics today. With unprecedented access to enterprise data, organisations can now make smarter, faster decisions by leveraging predictive insights that drive efficiency and innovation.
AI is transforming industries in ways we’ve never seen before. In healthcare, it’s enabling more accurate diagnoses and personalised treatment plans, helping doctors make life-saving decisions with greater precision. In retail and finance, AI-powered models are anticipating customer needs, identifying spending patterns, and enhancing personalised experiences.
Even looking at my own spending patterns, I see how powerful AI engines are at identifying trends and predicting behaviours. AI doesn’t just react; it proactively shapes better outcomes, and we’re only scratching the surface of its potential.
Martin, why Snap Analytics?
Snap Analytics is the go-to solution for businesses looking to take control of their data governance. We don’t just help organisations manage their data; we make sure they can fully trust, access, and leverage it for smarter decision-making.
With an AI-driven approach, Snap ensures data accuracy, security, and compliance, eliminating silos and reducing inefficiencies that hold businesses back. Our team of expert technologists and governance specialists works alongside clients to create scalable, reliable data frameworks that drive real results.
Rather than viewing governance as a challenge, Snap turns it into a competitive advantage to help businesses unlock the full potential of their data. Whether it’s strengthening regulatory compliance, integrating data seamlessly, or optimising decision-making, Snap ensures that companies are set up for success in a data-driven world.
If your organisation is dealing with siloed systems, compliance pressure, or unreliable insights, it’s time to rethink your data governance strategy. At Snap Analytics, we help businesses build strong, scalable governance frameworks that unlock trust, efficiency, and real business value.
👉 Let’s talk about how we can support your data governance journey.
