Manage Your Digital Content Overload: More Personalization Means More Assets sponsored by - EMMsphere
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Manage Your Digital Content Overload:
More Personalization Means More Assets
sponsored by
Today’s Adweek session presented by: Moderated by: Theresa Regli Francisco Ruiz Jess Pelini DAM Expert & Strategist Senior VP, EMMsphere Marketing Manager US, censhare
What is Digital Asset Management?
The management of digital media throughout its lifetime
Digital media is “rich media” and other (mostly) non-textual assets
• photos / graphics
• audio & video files
• animations
• games
• banner ads
• brochures
• catalogues
A digital asset is a file that has an intrinsic or acquired value
theresa@theresaregli.com voxveritasdigital.com
What does a DAM system do?
Creation & Management & Organisation Share &
Ingestion Distribution
Photos/Graphics Web
Importing
Artwork
Removal & Meta-Tagging Social Media
Deletion
Audio/Video Files
TV
Animations Digital Asset Management
Archiving System Cataloguing
Games Print
Banner Ads
Mobile
Brochures Resizing Versioning
External
Catalogs Parties
File Conversion
Input Sources of Rich Media Assets Output Media / Channels
Asset Lifecycle within a DAM System
theresa@theresaregli.com Created in collaboration with voxveritasdigital.com
When does a file become an asset?
When it can be managed through its metadata
Salad
spinach
acorn squash
feta
pumpkin seeds
BioPlanet
theresa@theresaregli.com voxveritasdigital.com
The evolution of asset value
Metadata is still about the what, but it’s
now also about the who, when & how
Target this image dynamically to:
• Vegetarians
• Previous salad buyers
• Organic product shoppers
• During squash season
Salad
• When spinach is on sale
spinach
• Post-holidays, after everyone has eaten too much
acorn squash
feta
pumpkin seeds
BioPlanet
theresa@theresaregli.com voxveritasdigital.com
DAM in the MarTech ecosystem
Business Customer Website
Analytics Marketing & Brand CMS
Intelligence Data
Portal
Filter & Publish
Web to Print
E-Commerce
Product Creative Project
Marketing
PLM Supplier Management &
Content
Data Collaboration Tools /
MRM
Social Media
Aggregate
Campaign PIM
ERP Resources
Planning
DAM
CRM
Digital Rights
Management
Analyse
3rd party Agency
Contracts Retail
Supplier Content
MDM Master Brand & Product Data Users: create, manage, collaborate, Apps
search, download, share
Enterprise Upstream Downstream
Systems Content
Content Hub Touch Points
theresa@theresaregli.com Created in collaboration with voxveritasdigital.com
A centralized, single source of truth 1) Ingest theresa@theresaregli.com voxveritasdigital.com
Managing Advertising: as a sum of its parts
Example of elements to be managed separately.
1 The whole asset
More advanced systems can PARSE a layered file so sub-
components don’t have to be uploaded separately.
2 Pack Shot
8
1 3
3 Hellmann’s Logo
4 6 Sub-Brand Icon or Logo
4 Background
7 Text
9
2
8 Holding Company Logo
5 Texture
7 9
6 5
Text
theresa@theresaregli.com Created in collaboration with voxveritasdigital.com
Product Asset + Data Management theresa@theresaregli.com voxveritasdigital.com
Multi-lingual Product Asset Management theresa@theresaregli.com voxveritasdigital.com
Multichannel Distribution
Website
DAMs + Content Hub Platform CMS
Filter & Publish
Enables you to produce & publish content by: E-Commerce
• Providing methods for assets to be shared, linked
to, or otherwise distributed outside the system Social Media
• This DAM function may be as simple as
CRM
generating a URL on ingest, or as complex as
pushing richly tagged assets to other systems
Analyze
Retail
Apps
Downstream
Touch Points
theresa@theresaregli.com voxveritasdigital.comSimultaneously distribute & transform
• “push this video format to my networks, but this MP4 format to the web”
• “detect device and media player, push this format”
Transform, Transcode, and Deliver
often work in concert
4k video .MP4
theresa@theresaregli.com voxveritasdigital.comAdvice for a Successful DAM
Enterprise DAM is not just a big enterprise spending a lot of money
It’s both a strategy + a team mindset
8 Tips for Implementing & Using an Enterprise-level DAM:
1. Have a solid governance with tough decisions being made at the top
2. Give clear direction on the purpose of the system
3. Approach it as a platform rather than a product
4. Avoid using DAM as a destination; rather use it as a service that enables the enterprise
5. Have a North Star Vision: Keep everyone on the same page as to what an “asset” entails
6. Take DAM beyond the creative and marketing departments
7. Have well-aligned data across the DAM and your other systems
8. Focus on interconnectivity and enablement
theresa@theresaregli.com voxveritasdigital.comLet’s start with the end. What are we trying to achieve?
We’re not just standing up a DAM – we’re building an OSR for the entire enterprise
Single Source of Truth (SSOT)
Complete • Comprehensive (all assets)
• Enterprise-wide (all teams)
Operational
Error-free assets & metadata Operational
Accurate System of
• Properly taxonomized System of
Record
• Fully compliant (OSR)
at all levels Record (OSR)
Latest/active versions
Current • Expired controlled/archived
• Rights honoredLet’s start with the end. What are we trying to achieve?
We’re not just building DAM capabilities – we’re driving enterprise-wise adoption of an OSR
Generates participation
Engaging • Reflects user’s context
• Welcomes ideas & feedback
Supremely helpful
Helpful • ConvenientAdoption
and accessible Adoption
• In context & embedded
Better off with than without
Instrumental • Adds benefit over alternative
• Demanded (by user volition)First, know your DAM customer: focus on target audiences
Apply the classic entrepreneurial model – context matters, sequence matters, threshold matters
The Chasm 2nd Chasm
Early Mainstream Global
?
Core
Team
Creators
Contrib
utors
Consumers
(Internal)
Consumers
(External) Properties Placements
Innovators Early Early Late Laggards
Adopters Majority MajorityThen, deliver on factors that will drive success for each target
3 categories of factors across 10 dimensions
Operational System of Record / SSOT
Early Mainstream Global
Core Consumers Consumers
Creators Contrib. Properties Placements
Team (Internal) (External)
Resources
Foundation
Specification
Process Key factors to achieve success
Security
Versioning – OSR & Adoption –
Discovery
Solution
Sunsetting
for each target audience
Distribution
Automation
Conformity
Governance
Adoption / EngagementBuilding DAM success: an outcome-driven approach
A framework to drive success – OSR & Adoption – for DAM (KFS highlighted
Operational System of Record / SSOT
Early Mainstream Global
Core Consumers Consumers
Creators Contrib. Properties Placements
Team (Internal) (External)
Resources
Foundation
Specification
Process
Security
Versioning
Discovery
Solution
Sunsetting
Distribution
Automation
Conformity
Governance
Adoption / EngagementKey Questions to continually ask as you build out your DAM • Is your DAM an OSR / SSOT? • How strong is adoption (engagement & demand) per audience? • Are there clear deficiencies? • Are there any skipped/missing factors (out of sequence/dependencies)? • Where should you focus next (i.e. which audiences & corresponding key factors)? • Are you leveraging an Enterprise Work Management platform, i.e. workflow (hint: you should!)
Q&A
Theresa Regli Francisco Ruiz Jess Pelini
DAM Expert & Strategist Senior VP, EMMsphere Marketing Manager, censhare
theresa@theresaregli.com francisco.ruiz@emmsphere.com jess.pelini@censhare.com
theresa@theresaregli.com voxveritasdigital.comWant to learn more about censhare’s
Digital Asset Management Platform?
Visit censhare
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