While the concept of data governance has roots dating back several decades, until recently it has been considered a passive, bureaucratic,internal control-oriented initiative with zero-to-small business value footprint. Driven by growing volume of data, technological advancements, regulatory requirements, and the growing recognition of data as a valuable asset, a new generation of Modern Data Governance is getting traction, which puts business value in its focus. We will discuss how this modern approach to Data Governance helped Croatian Telecom to address existing pains and start generating business value.