how does your dam stack up?
TRANSCRIPT
How Does Your DAM Stack Up? DAM NY - TechLabBrent Richards
Chief Revenue Officer
May 5th 2016
A Unique Perspective On DAM
Jean Claude van DAMme, Belgium
• The Market• Foundational Pillars• Key Considerations• Success Factors
We Are Guided by The Best
Damn!Digital Engagement Impacts In-Store Sales: Mobile devices used before or during shopping trips influenced nearly $1 trillion - or 28% - of in-store sales in the U.S
“Navigating the New Digital Divide”, Deloitte, May 2015.
Product Content is Persuasive:71% of US online adults who research products online use product information e.g. social ratings, reviews, digital assets and editorial content
“Polishing Up Your Products — Why PIMReally Matters”, Forrester, November 2014.
Digital Assets Help Build Brand Experiences:65% of senior marketing execs believe visual assets are core to how their brand story is communicated
“The Role of Visual Media in Impactful Brand Storytelling”, CMO Council, August 2015.
Lost Productivity Is a Waste of Time: 38% of respondents’ employees spend between 5 and 10 hours per week searching for digital assets
“Making the Case for Digital Asset Management in Retail”, Ovum, August 2015.
As content volume grows every day, it is increasingly important for marketers to determine what the “right” amount is for their business.• 81% of our respondents say that their organization is
producing moderate or enormous amounts of digital content and assets.
• 83% expect that volume will continue to increase unchecked two years from now.
“Content: The H2O of Marketing”, Accenture, February 2016.
Less than 1 in 5 marketing leaders think they manage content well.
“Content: The H2O of Marketing”, Accenture, February 2016.
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Changes, Challenges & Implications at a Glance
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P
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Cohesive Single SourceCentralized
IterativeHypothesis-drivenOutcome-focused
Connectors & Extensions vs. Suites
Distinguish core vs. MarTech environments
The new imperatives
Increasingly Complex, Dynamic, and Uncertain
Key Considerations
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P
2Different Species
4Foundational Pillars
Key Considerations
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2different species
Pitfalls of Mixed BreedingMarTech systems
Core backend systems
Pitfalls of Mixed BreedingMarTech systems
Core backend systems
Kiss Me!
Pitfalls of Mixed BreedingMarTech systems
Core backend systems
Pitfalls of Mixed BreedingMarTech systems
Core backend systems
Kiss Me!Fundamental Differences: • Rate of Innovation• Source of Priorities• Span of Control
4 Foundational Pillars
Platform
HubOperations
Analytics Standards
A simple analogy may help bring these four foundational pillars to life
Key Questions Does the hub deliver quick time to value? Can
it be configured, tuned, extended?
Does it support an ecosystem (e.g. technological alliances, interconnectivity, connectors, comfort zones)?
Is the hub Enterprise ready (e.g. secure, scalable, cloud ready, rest as API’s)?
Is it able to support fast, flexible, cost effective innovation?
Does the technical environment support fast, flexible and efficient execution?
Is there a single version of the truth?
Does it enable analytically-driven insights and learnings?
Are analytics derived from multiple, complimentary and integrated systems?
Are metrics & KPIs asset-centric, outcome-focused & contextually-relevant?
Is there a common data backbone with unified 360o view?
Are asset insights unified across touch points, and actionable?
Are allocation & execution decisions looped?
Does the extended organization know what to do with the platform? Internal and external?
Clear alignment of responsibilities with swift data-driven decision making & execution?
Are users trained, equipped and enabled to leverage the hub as part of the way to do business??
Is Experience Driving (e.g. ease of use for growing base of business users, towards one integrated experience, use case and persona driven)?
Are common implementation, metadata, taxonomy standards fully integrated to promote performance, profitability and protection?
Are there efficient, scalable, reliable and automated means of standards management?
Are stakeholders involved in content creation-to-publication trained and enabled to address preventive in addition to corrective management?
Is governance across interdependent standards and attributes well aligned?
Hub Operations
Analytics Standards
From platform…
To Hub
The Fundamental Choice
Platform Application
Everything is customizableLarge implementation projectIT orientedHeavy partner involvementR&D is platform focusedEnterprise marketIaaS
Specific business problem & domainBlack Box approach
Business orientedSelf service
R&D User FocusSMB, Region or Departmental focus
Limited IntegrationSaaS
Configurability and extendibility in favor of adoption Out-of-box solutionCustomization, personalization, workflowCMO/CIO – Digital Peace PipeGlobal (enterprise) brands – land & expandR&D IT & Business FocusQuick time to value, start small and growExtensive library of extensions & connectorsPaaS
Hub
Configure + Tune + Extend
Configure, Tune and ExtendCustomization Strategy
Co
nfi
gure
• Brandable UI:logo, font, color
• Role-based• Business objects• Metadata • Security• Languages• Etc.
Tun
e
• Custom actions and rules
• Custom pages
• ETLintegrations with the ECO-system
• Provider modelplugin your favorite technologies (e.g. media engines)
Exte
nd
• Extensions:open source community extensions
• REST API:Make your own applications or integrations
Three wavesWave 3: DAM as cornerstone
to CX technology
Wave 2: Enterprise DAM
Wave 1: Departmental
Media LibraryControl & securityFile formatting
Multiple DepartmentsCollaboration and annotationContent focus
Customer Experience FocusBusiness, specialists and ITExternal usage
One Hub to ride the DAM wave –
regardless of your maturity
Smart Content Hub™From raw contentto Smart Content
Downstream:Touchpoints and channels
Upstream:Enterprise systems, process and organization
Experience is drivingEase of use for growing base of business usersOne integrated experience, role and task based
Brand, Product, Go to marketFrom platform to business applicationIncreasing support for OOTB business processesConsolidation of product portfolioNext level capabilities for different areas
Part of ecosystemContinued technological alliances Interconnectivity, connectors, comfort zonesREST and ETL for custom integrations
Enterprise readySecure, scalableCloud basedREST as modern APIs
So why should you give a damn?
Last DAM Joke:
Wearing a brand in style
PANDORA Product Lifecycle Management Global go-to-market business model Product & pricing variations Multiple channels and PoS
Product experience at your fingertips
UBISOFT Exponential growth of digital content Key art & product related Avoid duplications and better insight
where used. Reduce risk of security leak (IPR)
Unleashing assets of fun
Reduce Operational CostsPortal for e-retailersChannel enablement
From push to pull
Time-to-Market ImprovementCreative lifecycle management
Create, collaborate, retouchFrom handovers to workflow
Organizational AlignmentCorporate repository
Brand qualityFrom silos to single source
Experiences to remember
LUXOTTICA Delivery of high quality product images Make media assets more findable Control cost Multi brand consistency Manage internal and external rights
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