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Hoodoo Digital - Golden Thread Presentation


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Real Enterprise Asset Management Is Possible!

Centralized digital asset management is a struggle for many organizations. Siloed groups make decisions that seem right for what they’re doing, but over time this results in a disassociated tangle of orphaned assets. What’s worse, organizations don’t have a good idea of which assets are providing the most value for their marketing efforts. CenturyLink decided to tackle this issue and turned a mess of scattered asset repositories into a state-of-the-art, streamlined distribution center using Workfront and Adobe Experience Manager Assets. This integration with AEM Assets allowed us to send their assets through Dynamic Media to produce a single URL that could be used across all their digital channels and track the value of each asset through Adobe Analytics. As their Adobe partner, we worked with them to complete the project in just five weeks!

Enjoy this webinar where Shane LaBounty, Creative Operations Leader, Amey Smothers, Senior Marketing Manager, from CenturyLink, and Adam Driggs, Solution Consultant, from Hoodoo show how to build an end-to-end optimized process to manage asset creation, storage, distribution, and value attribution. This content is for anyone involved in asset production, management, or analysis of asset value.

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Hoodoo Digital - Golden Thread Presentation

  1. 1. The Golden Thread Tying Value to Your Assets from Creation to Delivery 2020
  2. 2. 01 Sr. Marketing Manager, CenturyLink Introductions Amey Smothers Creative Operations Leader, CenturyLink Shane LaBounty AEM Solutions Consultant, Hoodoo Digital Adam Driggs
  3. 3. Who we are Hoodoo Digital is a highly skilled and specialized company dedicated to supporting and extending a powerful set of technologies from the industry’s top creators that make running the digital side of your business get the results you need. What we do From managing sites, A/B testing and personalization, analytics, and asset workflow management, Hoodoo’s team of expertly trained engineers develop, integrate, and design winning solutions. This includes everything from core backend systems to user experience, content strategy, and creative design. 02 Who is Hoodoo?
  4. 4. 02 Who is CenturyLink? 2nd Largest U.S. communications provider to global enterprise companies 43,000 Employees globally* $23.4 billion FY 2018 revenue * As of 6/30/2019
  5. 5. 02 Trusted connections that maximize your digital opportunities * As of 6/30/2019 Approx. global route miles of fiber 450,000 150,000+ on-net buildings Serves customers in countries 60+ Provides internet or voice to ~6M consumer broadband subscribers in 37 states*
  6. 6. 02 Enabling digital business and the digital home Adaptive Networking IT Agility & Hybrid Cloud Connected Security
  7. 7. Adobe Assets Digital Asset Management
  8. 8. 03
  9. 9. 03
  10. 10. 03 DAM 1.0 Storage Units DAM 2.0 Distribution Center
  11. 11. 03 End to End Digital Strategy
  12. 12. 03 End to End Digital Strategy Inbound Outbound Online Measurement
  13. 13. 03 Assets are the fuel of Digital Experiences, Marketing and Martech BU/Regioncontent Campaign assets Asset management Fluid experiences Landing pages Iot & Mobile apps Web & mobile sites Paid media Social Email Commerce End Users Smart content services powered by Adobe Sensei 1. Source & curate the best content 2. Omnichannelcontent management& delivery optimization 3. Context/channel specificauthoring & management
  14. 14. 03 DAM Use Case – Corporate Created Assets
  15. 15. 03 Why? Adobe Asset URL = Golden Thread for Asset End to End 1 URL per asset + Other downstream systems Target Marketo AEM Sites Adobe Analytics
  16. 16. 03 Use Case Guiding Principles
  17. 17. 03 End to End Digital Strategy Measurement Inbound Outbound Online
  18. 18. 04 Solution Design • Workfront • Adobe Creative Cloud • AEM Assets • Workfront Tools for AEM by Hoodoo • AEM Sites • Adobe Analytics
  19. 19. Demo
  20. 20. 05 One URL to Rule = The Golden Thread
  21. 21. 05 End to End Digital Strategy Data Lake Measurement Inbound Outbound Online
  22. 22. 05 API Data Consolidation Data Lake Campaign Unit Campaign Unit ID Workfront Project ID Workfront Doc ID Workfront URL Campaign Unit Campaign Unit ID Workfront Project ID Workfront Doc ID Workfront URL
  23. 23.$Desktop$/16577-245866-EPMWBCTU 05 The Golden Thread Date CampaignUnit ID CampaignUnit Workfront Project ID Workfront Project Name DG CODE Workfront DocumentID Workfront Creative Adobe Asset URL URL w/ Doc ID 12/3/2019 455 IT Agility 16577 IT Agility 1.0 EPMWBCTU 245866 CV~ITADisplayStatic_CM~alltimecontrol_MG~lines_CZ~970x250_CT$Desktop$ ** Subset of metadata fields fields available via the API connection. Fields created on existing objects can be updated in real time. 245866 245866
  24. 24. 05 Based on your website design, decide what’s most important for you to measure
  25. 25. 05 Content Key Performance Metrics Unique visits Geography Mobile optimization Engagement Heat map or click patterns Page view Comments Social sharing Site responsiveness
  26. 26. 05 Optimizing Content Strategy through Data Insights Provide data insights to our marketing organization to enable strategic decisions • Links, loads, display,web personalization Optimization • Targeting the right people Audience management • High value engagement & lead generation Conversion path • Cost per asset Return on marketing investment
  27. 27. 05 A pivot is a change in strategy without a change in vision. Eric Ries
  28. 28. 06 Key Takeaways
  29. 29. Contact us