The Mirror Effect Start seeing the full picture with DAM systems that mimic the MDM philosophy - Sharedien
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2021/05
Thought Leadership
E - PAPER
Advellence Solutions x Riversand Technologies
The Mirror Effect
Start seeing the full picture with DAM systems that mimic the
MDM philosophy
THE MIRROR EFFECT ... start seeing the full picture and don't neglect half of your assets! | DATA SHOULD SERVE
STRATEGY ... not the other way around! | EVERYBODY WANTS FLEXIBILITY ... but who knows how to control it? |
MASTERING THE WHOLE GAMUT OF DOMAINS ... with truly connected data | MANAGEMENT SUMMARY
CONTENTS ANTITHESIS
The capability of
flexibly adapting to
whatever is moving
the market is what
most companies
dream of but have Integrating DAM into
MDM is all it takes to
no idea how to get
there. In essence,
flexibility means
tell the full story.
that enterprises
have control over
the equilibrium of
8 their data model -
even under chan-
ging conditions.
Everybody wants flexibility
4
The Mirror Effect
THESIS
#1 The Mirror Effect 4
... start seeing the full picture and
don't neglect half of your assets!
The new paradigm of
#2 Data should serve strategy 6
... not the other way around!
DAM is to mimic MDM
#3 Everybody wants flexibility 8
... but who knows how to control it?
#4 Mastering the whole gamut of 10
technology as an active
domains
... with truly connected data
part of the cast.
#5 Management Summary 12
Achieve truly connected data with
generic data assets
2 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 3
THE MIRROR EFFECT THE MIRROR EFFECT
#1 The Mirror Effect
…Start seeing the full picture and don’t neglect half
of your assets!
While pioneering vendors like Riversand have ushe-
red in a new era of truly connected data in the area
of product information management, digital asset
management (DAM) vendors are still sticking to
their single domain approach, treating images as
just another fragment of product information. This
means that digital assets are unstructured black bo-
xes stiffening the internal data flows. However, such
an approach neglects the possibilities that digital
assets provide – not only for marketing and sales,
but also for internal information exchange. One pic-
ture can be used in many different ways for a variety
of purposes with diverse meanings. A single domain
approach could never fulfill this ambition, which is
why Sharedien, the revolutionary DAM solution from
Advellence, follows the new paradigm of Generic
Data Assets (GDA). GDA applies the multi-domain
approach to any data management system, thereby
building the foundation for truly connected data.
Before GDA, integrating DAM solutions into the Ri-
versand multi-domain master data management
system was more like a one-way source of extra
data fueling the product information framework.
Now, DAM is evolving from being a passive giver into
an active and inevitable part of truly connected
data, enabling companies to exploit the full potenti-
al of their data – all of their data.
4 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 5
THE MIRROR EFFECT THE MIRROR EFFECT
#2 Data should serve strategy
… not the other way around!
Today, companies are facing many chal- sets and a multitude of channels and
lenges. Decision-makers feel increasing stakeholders to serve. In such a dynamic
pressure to deliver at a faster pace while economy, prioritization of operational
remaining responsive to changing condi- actions should be adjustable.
tions, competition and client expecta-
tions. For instance, environmental condi- Consequently, companies need to deal
tions can force enterprises to change with volatility of the markets and com-
their sales strategy overnight from physi- plexity of both product information and
cal point-of-sales to e-commerce. Global data flows when putting business strate-
scandals relating to manufacturing pro- gies into practice. It is therefore vital to
cesses can heavily impact client demand be aware of the impact of data assets on
and, hence, a company’s entire product business success. Only by closely obser-
strategy. Keeping control over these fac- ving and understanding these effects and
tors without losing sight of the overar- how they respond to an ever-changing
ching business strategy isn’t easy. This is environment can companies derive es-
especially true for customer-focused or- sential insights into their own strategy for
ganizations with a considerably diversi- validation and optimization.
fied offering, masses of different data as-
"Realising business strategies upon the
capabilities of the data model is like coo-
king on the basis of what is in the fridge. It
might taste good, but when you want to
create your favourite dish, you need all
the ingredients to be close at hand."
6 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 7
THE MIRROR EFFECT THE MIRROR EFFECT
#3 Everybody wants
flexibility
… but who knows how to control it?
Most companies dream of being able to world, however, everything is already
flexibly adapt to these changing condi- connected – no searching, no missed
tions, but they have no idea how to get links, no time lost.
there. In essence, flexibility means that
enterprises have control over the equili- To achieve this, data management needs
brium of their data model in the sense of to be based on cloud-native microser-
adjusting it to match new requirements vices that allow for diverse control points
in an instant. For example, whenever new across all the relevant parts of the infor-
social media hype arises, consumer-cen- mation supply chain. This way, enterpri-
tric retailers might want to jump on the ses can start amplifying specific assets
train and start their own campaign stra- in their data model according to the
ight away. In the old world, this might current situation and needs. The secret
have felt like an interruption of daily bu- power of microservices is that they run
siness as marketeers would have had to independently of central data manage-
stop what they were doing and search for ment, facilitating a particularly high level
the right products, descriptions, images, of controlled flexibility whenever it’s
videos and documents to match that needed.
spontaneous campaign. In today’s new
8 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 9
THE MIRROR EFFECT THE MIRROR EFFECT
#4 Mastering the whole gamut of
domains
… with truly connected data
The possibility to amplify specific data assets only makes sense
in a truly connected environment. Structures that are compo-
sed of single domains do not allow for such a level of fine tun-
ing because they lack connectivity – you therefore need to
think in relations and link all the dots that together create busi-
ness-relevant meaning. Achieving this requires multi-domain
systems capable of modelling a large number of structures and
creating context through building relations between the diffe-
rent domains.
A framework like this empowers companies to outline and de-
fine new business models in accordance with their strategies.
This could be adaptations of old ways to better cope with mo-
dern challenges, or entirely new and innovative ways of doing
business. Cloud-native multi-domain master data and digital
asset management systems like those offered by Riversand and
Sharedien give companies the right tools to build a tailored fra-
mework and the power to bring their business strategy to life
through the integration of context and microservices.
10 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 11THE MIRROR EFFECT THE MIRROR EFFECT
Management Flexibility means power in these dynamic and
unpredictable times. Power to control any situation
and adapt to new requirements and conditions. At
Summary
the same time, leaders rely on data insights to moni-
tor and assess where they are heading. This can only
be achieved by a highly integrated data manage-
ment system. The tighter the dots are connected,
the better the whole data model can be directed.
Achieve truly connected data with generic data assets Most companies are still relying on single-domain
data management, which has long since lost the
ability to handle contemporary challenges. MDM
vendors like Riversand offer modern solutions that
are based on cloud technology and deliver flexibi-
lity through high-performing microservices while
building meaningful relations resembling a compa-
ny’s unique DNA. This way, companies can conti-
nuously develop their business models without run-
ning the risk of making disastrous decisions that
cost a lot of money and time.
To achieve truly connected data, however, the mul-
ti-domain approach must not be limited to the PIM
or MDM field. This is why Sharedien sets itself apart
by mimicking these complex structures and possibi-
lities. The Generic Data Assets model applies flexibi-
lity and integration capacity to all types of pro-
duct-related data, thereby closing the gap between
PIM/MDM and DAM in the system landscape of
companies.
12 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 13IMPRINT IMPRINT
Imprint
Publisher In collaboration with Picture credits
Otakar Tomes Riversand Cover: Elizaveta Dushechkina/Pexels; P. 4 Maria Orlova/Pexels;
Advellence Solutions AG 2929 Briarpark Drive, Ste 200 P. 7 Nastasya Day/Pexels; P. 8-9 David Hofmann/Unsplash;
Industriestrasse 50a Houston, TX 77042 P. 10-11 Nicole Geri/Unsplash
8304 Wallisellen, Switzerland
Scientifically responsible
Diego Ciaramella diego.ciaramella@advellence.com
Nikhil Bhatia nikhil.bhatia@riversand.com
Carmela Melone mela@tgoa.com
Temel Kahyaoglu temel@tgoa.com
Proofreading
Lee Ross
Layout & Design
Carmela Melone advellence.com | sharedien.com | riversand.com
14 E-Paper / Advellence x Riversand Advellence x Riversand / E-Paper 15Advellence Solutions AG Industriestrasse 50a 8304 Wallisellen, Switzerland
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