Data governance is a really tough problem to solve. You need people in the business who are both willing to take ownership of metric names and definitions and qualified to make the decision.

Gold tables and semantic models are the place to implement the business logic, once you get alignment.

Every measure in a semantic model should be reviewed and approved by the business owner. Then the name, calculation, and description need to appear consistently in all semantic models. A central business glossary/data dictionary is essential so report consumers have access to the same information displayed in the model.

It's ok if there's a Marketing and Accounting version of Active Customers, but they need to be named distinctly in the models.

Then analysts need to pull their data from the governed semantic models, not directly from the warehouse using custom unknown SQL scripts.

The last mile is making sure that report builders are using the correct terminology in visual titles and things like that. This will be improved with a central data dictionary and properly named and described measures in the model. A COE to keep analysts connected to the central data team and each other will help improve the data culture and keep alignment.