What is the primary focus of data governance in DAMA-DMBOK?

The primary focus of data governance, as outlined in the DAMA Data Management Body of Knowledge (DAMA-DMBOK), is indeed the establishment of policies, procedures, and standards for data management. Data governance serves as a framework that guides how data is managed, shared, and structured across an organization. By implementing these policies and standards, organizations can ensure that their data is accurate, consistent, and used responsibly, which ultimately enhances data quality and compliance with regulatory requirements.

This governance framework also defines the roles and responsibilities related to data management, fosters accountability, and establishes guidelines for data stewardship. Such a comprehensive approach helps organizations align their data management practices with business goals and strategies, leading to better data utilization and decision-making.

The other choices do not capture the strategic intent behind data governance. Focusing solely on the visual appeal or accessibility of data overlooks the fundamental principles of governance that stress the integrity and security of data. Similarly, creating marketing strategies or analyzing performance tools is more about tactical or operational activities rather than the overarching governance structures needed to manage the data lifecycle effectively.