Beyond DAM: Beyond DAMs: Solving Metadata and Delivering Assets with MarkLogic Server

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My talk from HITS2012. It was a great conference with so many people working the various aspects of Digtial transformation. My talk focused on how metadata is key to handling the digital explosion …

My talk from HITS2012. It was a great conference with so many people working the various aspects of Digtial transformation. My talk focused on how metadata is key to handling the digital explosion that is coming in entertainment - not just the digital revenue hockey stick, but the changing way we need to delver digital products. MarkLogic uniquely allows organizations to flexibly collect all their metadata and build the digital supply chain applications they need to complete in the new digital marketplace.

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  • Customize: pick ONE product and tell the story of that one productData on left hand side supports the building of the product:First column: Data on who contributed so you can manage royalties Second column: data to define the product so you can store and find itData on right hand side are all the business opportunities:Third column: data from traditional distributionHOLD after Posters + Ads: this is where the world was until very recently. CONTINUE: now there is an explosion of new markets and product opportunities – international alone represents 1000s of new places to sell your contentAdded complexity of versions (a place to mention product and even granular customization) and rightsAdded complexity of new places to distribute products being created all the time (Facebook etc) as well as the need to know where its being used even it is not authorizied
  • Recap of all the data: its complex and is more than just the ‘asset’ dataWhat you really need is the complete pictureTwo anecdotes (optional)- Simon & Schuster had book by Osama’s brother and only found it with a search on a system like this- To find assets for a major deal with Coke a major studio had to lock 4 senior people in room to find all the clips because only they knew where the assets were.Critical takeaway:Only the combined data tells the whole storyYou need the whole story to run your businessAlso:What MarkLogic customers have in common is that they use our technology and experience to cut through the complexity so employees, partners and customers can innovate
  • The result is often yet another system, and not a central system
  • Traditional Approach is based on single purpose technology that doesn’t work when there are multiple, ever changing product opportunitiesAll of this up front work means you don’t get to know what your data looks like until the development process is almost complete
  • The result is often yet another system, and not a central system
  • The answer is MarkLogicMarkLogic leads the advancement of Big Data with the first operational database technology for mission-critical Big Data Applications. Now, organizations have a proven, cost-effective way to power core operations on Big Data.
  • MarkLogic’s approach is different and gets you the result you want:We FIRST load all the data and load it as is – maintaining all the richness of the data from the source systems. We fully understand the structure of that data and so can immediately start to search and link the dataAnecdote (optional): we were describing this to a customer and he said “so we’re like the guy who knows he has to go to the doctor . . . But he before he goes he wants to loose that weight he’s been trying to loose … and get his blood pressure down . . . And he pretty much never makes it. What you’re saying is that we should just go right on it and get started” Yup – that’s what we’re sayingFrom all this information you can build the applications you need to run your business – people may start with search, the custom products or syndication and even the full digital media solutions like digital supply chains
  • Use this build or the final full viewThis is how we do it – we load the data as is
  • MarkLogic tools let you do this quickly and easily
  • Then we create the APIs that the applications need, starting with search
  • And MarkLogic provides tools to let you configure these APIs
  • Finally you get a real system that powers multiple applications including online delivery, even mobile
  • This approach pays off with real results- You can stress in the 1/10 costs: the total cost of all the software (database + search), the reduced hardware, the reduced cost of development and the opportunity to retire software and put those maintenance costs to work creating new revenue products

Transcript

  • 1. Beyond DAMs: Solving Metadata and Delivering Assets with MarkLogic Server Matt Turner, Principal Media Technologist Slide 1 Copyright © 2011 MarkLogic® March 2nd, 2012 Corporation. All rights reserved.
  • 2. MarkLogic Can Help You Bring Together All Your Product Data Deliver Your Digital Products Maximize the Value of Your Digital Assets to Take the Lead in Your Digital Market Slide 2 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 3. MarkLogic and MeWe help leading organizations leverage Big Data Enterprise software to handle Volume, Variety, Velocity and Complexity  Digital transformation and supply chain  Mission critical analysis and decision support  10+ years, over 280 customers  Worldwide offices, Silicon Valley HQ About Me  Principal Media Technologist  Been with MarkLogic since 2005  PC World, Sony Music Slide 3 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 4. The Digital Land Grab is Already Underwayexecutives under the gun The winners will transform faster to a Digital Media BusinessSlide 4 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 5. The Hockey Stick Cometh Digital Music Revenue Digital Book SalesSlide 5 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 6. From Mass to Mass Customization 2001 – MarkLogic Founded 2003 – Elsevier - Granular access to book content 2004 – O’Reilly – iTunes for Publishing 2005 – McGraw-Hill – Digital Content Library 2006 – CQ – Targeted Digital Products 2007 – Simon & Schuster – Digital Syndication 2008 – Houghton Mifflin – Custom Digital Products 2009 – Warner Music – Revenue Assurance 2010 – Major Studio – Digital Supply Chain 2011 – Hanley Wood – Custom Digital Marketing 2012 – Nielsen - Social Media Analytics Slide 6 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 7. From Mass to Mass Customization For example . . . Stars Title Release iTunes/Net Schedule flixVersions Twitter? Release DVD Global Actors schedule Release Digital DigitalRights Asset Production UnAuth Subject Trailers Usage YouTube Staff Artists Category Posters Facebook and Ads Slide 7 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 8. Complete Picture Enables MassCustomization Only ALL the data for an asset tells it’s whole story Without the complete picture  Discovery: there is no single place to find assets  Productivity: lots of manual effort  Opportunity: risk not getting your assets to the right audienceWith the Complete Picture you can execute the digital delivery and mass customization today’s digital business requiresSlide 8 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 9. No One Can Get the Complete Picture Lead Actor Director Theatrical iTunes ReleaseVersions Twitter? Actress Producer DVD Global Release Digital DigitialRights Asset UnAuth Cinema- Actor Posters Usage YouTube tography Actors Title Trailers Facebook Slide 9 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 10. No One Can Get the Complete Picture  User need to bridge multiple systems CMS WebSystems Apps Mobile DAMSystems Apps Find AssetsProductSystems Apps Package and Distribute Slide 10 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 11. The Barrier: Traditional Approach Based on technology designed for single purpose Build  Database and search engine approaches (what most DAMs use) Search Build data structures Define Searches Then load data Collect See if you got it rightSlide 11 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 12. Problem 1: ComplexitySlide 12 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 13. Problem 2: Inflexibility DAMSystemsProduction Systems App Other Find AssetsSystems Slide 13 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 14. Problem 3: Time Only here do you get to see if your application meets your requirements*TraditionalApproach Build Search Collect Release Time *Which may have changed in the 6+ months since you started Slide 14 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 15. The Result  Instead of one central system, you get just another system CMS WebSystems Apps Mobile DAMSystems Apps Find AssetsProductSystems Apps New Package andCentral Distribute AppsSystem Slide 15 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 16. The Answer:Slide 16 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 17. MarkLogic Approach Collect  Load data as-is  From multiple, ever changing sources Collect Search and join  Using the complete picture of the asset Search Build applications  Find Assets  Improve workflows Build  Delivery assets to your partnersSlide 17 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 18. MarkLogic Approach Collect CMSSystems Loading DAMSystemsProductSystems Slide 18 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 19. MarkLogic Approach Collect CMSSystems Loading DAMSystemsProductSystems Slide 19 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 20. MarkLogic Approach Search CMSSystems Application APIs Loading DAM Find AssetsSystemsProductSystems Slide 20 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 21. MarkLogic Approach Search CMSSystems Application APIs Loading DAM Find AssetsSystemsProductSystems Slide 21 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 22. A Real Central System Build Web Mobile DAM MobileSystems Application APIs Loading DAM Find AssetsSystemsProduct Package + DistributeSystems Slide 22 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 23. MarkLogic in Action: BBC For 2012 Olympics, BBC needs a central, real-time system to store all data,Situation content, scores and feeds and make them instantly available to worldwide media MarkLogic delivered system flexibly stores all data in a single repository fromSolution scores, to player bios to team history and make all new data available in real- time BBCs sports data systems have been re- launched in just a few months earningResults critical praise for innovative features and the speed to add new sources and BBC is poised to support the 2012 Olympics Slide 23 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 24. Major Studio – Digital Supply Chain Multiple DAM inhibited ability to quickly find, package and deliver assets to take Internal, 3rd Situation advantage of new opportunities. Party Distribution Applications MarkLogic delivered a metadata layer to collect information from all asset , product Solution and title systems and launched first app in 8 weeks. Digital asset processing has been streamlined but this new system saving Data Systems Results days of manual effort, allowing new feeds to be generated in days and adding automation and tracking to asset delivery.Slide 24 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 25. Digital Asset Management Initiative to share content and deliver custom paid products using traditionalSituation CMS and DAM technologies was taking too much time and becoming too complex MarkLogic powered next generation Digital Asset Management system toSolution flexibly maintain video and photos and metadata, select assets and package and deliver digital products Conde Nast websites and digital products access all videos and photos, includingResults 100+ year archive. Paid products deliver custom collections of assets to customers directly from system Slide 25 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 26. Slide 26 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 27. Slide 27 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 28. MarkLogic Delivers Gives You The Complete Picture Develop your applications faster  Develop 4 applications in the time of one  Weeks not months Saves you time and money  Development times 50% less  Overall 1/10 cost of traditional platform  Serve more users with ¼ infrastructure Helps you get to Mass Customization and take the lead in Digital Slide 28 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 29. Register NowCode MLW595May 1-3, 2012 Washington, D.C.marklogicworld.com Slide 29 Copyright © 2011 MarkLogic® Corporation. All rights reserved.
  • 30. MarkLogic Can Help You Bring Together All Your Product Data Deliver Your Digital Products Maximize the Value of Your Digital Assets to Take the Lead in Your Digital MarketMatt TurnerPrincipal Media TechnologistMarkLogic Corporationmatt.turner@marklogic.com Slide 30 Copyright © 2011 MarkLogic® Corporation. All rights reserved.