Dam Fundamentals V4

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Dam Fundamentals V4

  1. 1. Fundamentals of Digital Asset Management Andrew Bates Product Marketing Manager
  2. 2. Digital Asset Management What is a Digital Asset? Brand Logos Ads Sales Kits Packaging SKUs Presentations Product Collateral Flash Photos PDF Documents Websites Video Engineering IT Production Finance Human Resources Legal Marcomm Sales EBusiness Product Marketing
  3. 3. Meet Anna : Brand Marketing Manager <ul><li>Anna: </li></ul><ul><li>Brand Marketing Manager </li></ul><ul><li>Writes marketing communications and works with designers, web team, and ad agencies </li></ul><ul><li>Launches an average of 2 new products to market per quarter </li></ul><ul><li>Gigabytes of product images, collateral, presentations, ads and web content are generated for each brand </li></ul><ul><li>Brand consistency top of mind </li></ul>
  4. 4. Anna’s Deliverables Presentations for sales & analysts <ul><li>Field Enablement </li></ul><ul><li>Many requests </li></ul><ul><li>Lots of travel </li></ul><ul><li>Delays are unacceptable </li></ul><ul><li>Same slides, different presentations </li></ul>Collateral produced by creative services team <ul><li>Product Brochure </li></ul><ul><li>InDesign / Quark </li></ul><ul><li>Mac files </li></ul><ul><li>Web & print formats </li></ul><ul><li>Many revisions </li></ul>Product photos taken by professional photographer <ul><li>Website content </li></ul><ul><li>Product images </li></ul><ul><li>Many sources </li></ul><ul><li>Non-intuitive names </li></ul><ul><li>3rd party people </li></ul><ul><li>Multiple teams </li></ul>
  5. 5. Content and Work Processes <ul><li>Content </li></ul><ul><li>The type of content she deals with is complex and cumbersome </li></ul><ul><li>Repository </li></ul><ul><li>She needs a common location to work from </li></ul><ul><li>Process </li></ul><ul><li>Anna works in a dynamic team-centered process </li></ul>
  6. 6. The Only Unified ECM Platform Repository Services Content Services Process Services Mitigate Risk Put Your Information to Work Optimize Work Processes
  7. 7. The Only Unified ECM Platform WCM Solutions DAM Solutions Collaborative Solutions Compliance Solutions EDM Solutions Repository Services Content Services Process Services Portals, Authoring Environments, Enterprise Apps, Purpose-built Apps Put Your Information to Work Optimize Work Processes Mitigate Risk Reports Messages Images Rich Media Web Forms Legend: EAI (Enterprise Application Integration) ECI (Enterprise Content Integration) AIS (Authoring Integration Services) BPI (Business Process Integration) Documents Integration Services EAI ECI Legacy content External content RDBMS ERP,CRM, etc. Collaborative Workplaces Business Process Automation Intelligent Storage Policy Management Archival Compliance/ Retention Virtual Repository Publishing/ Distribution Search Classification Transformation Library services Capture/Edit BPI AIS Security
  8. 8. Unique DAM Considerations <ul><li>Very Large File Handling </li></ul><ul><ul><li>Multi gigabyte files </li></ul></ul><ul><li>Unique Search Characteristics </li></ul><ul><ul><li>No full-text Search Capabilities </li></ul></ul><ul><ul><li>Metadata critical </li></ul></ul><ul><li>Creative Users </li></ul><ul><ul><li>Mac; Ease of import/export </li></ul></ul><ul><li>Unique File Formats </li></ul><ul><ul><li>Quark, InDesign, Photoshop, Video, etc. </li></ul></ul><ul><ul><li>Distribution format is channel specific </li></ul></ul>
  9. 9. Unique DAM Considerations WCM Solutions DAM Solutions Collaborative Solutions Compliance Solutions EDM Solutions Repository Services Content Services Portals, Authoring Environments, Enterprise Apps, Purpose-built Apps EAI Records Messages Images Rich Media Web Forms Reports ECI Process Services Integration Services Legacy content External content RDBMS ERP,CRM, etc. Intelligent Storage Policy Management Archival Compliance/ Retention Virtual Repository Publishing/ Distribution Search Classification Transformation Library services Capture/Edit Security Collaborative Workplaces Business Process Automation BPI AIS
  10. 10. Unified DAM WCM Solutions DAM Solutions Collaborative Solutions Compliance Solutions EDM Solutions Repository Services Content Services Portals, Authoring Environments, Enterprise Apps, Purpose-built Apps EAI Records Messages Images Rich Media Web Forms Reports ECI Process Services Integration Services Legacy content External content RDBMS ERP,CRM, etc. Intelligent Storage Policy Management Archival Compliance/ Retention Virtual Repository Publishing/ Distribution Search Classification Transformation Library services Capture/Edit Security Collaborative Workplaces Business Process Automation AIS BPI
  11. 11. Digital Asset Management Interface Digital Asset Manager CE <ul><li>Benefits: </li></ul><ul><ul><li>Find content faster </li></ul></ul><ul><ul><li>Promote collaboration </li></ul></ul><ul><ul><li>Support business processes </li></ul></ul><ul><ul><li>Increase productivity </li></ul></ul>
  12. 12. The Only Unified ECM Platform WCM Solutions DAM Solutions Collaborative Solutions Compliance Solutions EDM Solutions Repository Services Content Services Process Services Portals, Authoring Environments, Enterprise Apps, Purpose-built Apps Put Your Information to Work Optimize Work Processes Mitigate Risk Reports Messages Images Rich Media Web Forms Legend: EAI (Enterprise Application Integration) ECI (Enterprise Content Integration) AIS (Authoring Integration Services) BPI (Business Process Integration) Documents Integration Services EAI ECI Legacy content External content RDBMS ERP,CRM, etc. Collaborative Workplaces Business Process Automation Intelligent Storage Policy Management Archival Compliance/ Retention Virtual Repository Publishing/ Distribution Search Classification Transformation Library services Capture/Edit BPI AIS Security
  13. 13. <ul><li>Benefits: </li></ul><ul><ul><li>Enhances user adoption rates </li></ul></ul><ul><ul><li>Provides native support for advanced content types </li></ul></ul><ul><ul><li>Increases efficiency and productivity </li></ul></ul>Authoring Integration Services Authoring Integration Services WebDAV Services File Share Services FTP Services
  14. 14. Unified DAM WCM Solutions DAM Solutions Collaborative Solutions Compliance Solutions EDM Solutions Repository Services Portals, Authoring Environments, Enterprise Apps, Purpose-built Apps EAI ECI Process Services Content Services Put Your Information to Work Reports Messages Images Rich Media Web Forms Documents Integration Services Legacy content External content RDBMS ERP,CRM, etc. Intelligent Storage Policy Management Archival Compliance/ Retention Virtual Repository Security Collaborative Workplaces Business Process Automation BPI Publishing/ Distribution Search Classification Transformation Library services Capture/Edit AIS
  15. 15. Content Transformation Services <ul><li>Benefits: </li></ul><ul><ul><li>Decreases authoring and publishing time </li></ul></ul><ul><ul><li>Automates the creation of channel-ready content </li></ul></ul><ul><ul><li>Makes content easier to find </li></ul></ul><ul><ul><li>Promotes asset re-use and re-purposing </li></ul></ul>Media Transformation Services Document Transformation Services Audio / Video Transformation Services Medical Imaging Transformation Services Advanced Document Transformation Services Content Transformation Services
  16. 16. Anna’s Deliverables Website content <ul><li>A lot of product and stock images </li></ul><ul><li>Sourced from different departments </li></ul><ul><li>Non-intuitive file names </li></ul><ul><li>Product photos taken by a freelance photographer </li></ul><ul><li>Collaborates with web and creative team via email </li></ul>
  17. 17. Anna’s Deliverables Website content <ul><li>Benefits </li></ul><ul><li>Easy to find images </li></ul><ul><li>Increased re-use </li></ul><ul><li>Channel ready </li></ul><ul><li>Image collaboration </li></ul>
  18. 18. Anna’s Deliverables Website content <ul><li>Return On Investment </li></ul><ul><li>Less time spent: </li></ul><ul><ul><li>Creating, formatting, locating and collaborating on content </li></ul></ul><ul><li>More time available to: </li></ul><ul><ul><li>work on the next launch </li></ul></ul><ul><ul><li>= faster time to market </li></ul></ul>* GISTICS Study – By implemented DAM to automate the process of “webifying” images, Anna can go to market 4 days faster
  19. 19. Anna’s Deliverables Product Brochure <ul><li>Quark and InDesign </li></ul><ul><li>Macintosh </li></ul><ul><li>Consists of many linked images </li></ul><ul><li>High number of review iterations </li></ul><ul><li>Used on both the web and for print </li></ul>
  20. 20. Anna’s Deliverables Product Brochure <ul><li>Benefits </li></ul><ul><li>Intelligently manage linked content </li></ul><ul><li>Provide access to repository controlled images </li></ul><ul><li>Cross-platform project support </li></ul><ul><li>Automatically generate preview renditions </li></ul>
  21. 21. Anna’s Deliverables Product Brochure <ul><li>Return On Investment </li></ul><ul><li>Less time spent: </li></ul><ul><ul><li>Locating, collecting, reviewing images and copy for product brochures and managing links to them </li></ul></ul><ul><li>More time available to: </li></ul><ul><ul><li>work on the next brochure </li></ul></ul><ul><ul><li>= higher capacity, lower overhead </li></ul></ul>* GISTICS Study – By implemented DAM to create an image repository and support page layout workflows, Anna can go to market 3 days faster
  22. 22. Anna’s Deliverables Field Enablement <ul><li>Responds to numerous field request for presentations </li></ul><ul><li>Her sales team is always on the road </li></ul><ul><li>Quick turnaround is a must </li></ul><ul><li>Makes new presentations from existing ones </li></ul>
  23. 23. Anna’s Deliverables Field Enablement <ul><li>Benefits </li></ul><ul><li>Easily find presentations and slides </li></ul><ul><li>Self serve, 24x7 access, </li></ul><ul><li>Support low bandwidth users </li></ul><ul><li>Enforce corporate standards </li></ul><ul><li>Ensures message consistency </li></ul>
  24. 24. Anna’s Deliverables Field Enablement <ul><li>Return On Investment </li></ul><ul><li>Less time spent: </li></ul><ul><ul><li>Fulfilling request from the field </li></ul></ul><ul><li>More time available to: </li></ul><ul><ul><li>work on the next launch </li></ul></ul><ul><ul><li>= faster time to market </li></ul></ul>* GISTICS Study – By implemented DAM to create a presentation library, each account manager Anna supports can make 1.1 more sales calls per week
  25. 25. How Digital Asset Management Helped Anna Simplified the complexity of managing rich media Automated the creation of channel ready content <ul><li>Made it easier to locate and preview content </li></ul>
  26. 26. How Digital Asset Management Helped Anna <ul><li>Lower cost of asset creation & reuse </li></ul><ul><li>Greater consistency across content </li></ul><ul><li>Increased visibility to avoid late-stage re-work </li></ul><ul><li>Reduce bottlenecks </li></ul><ul><li>Quicker time to completion </li></ul>
  27. 27. Digital Asset Management Solutions Corporate Learning Image Repository Video Management Enterprise Publishing Presentation Library Marketing Resource Management
  28. 28. Additional Information http://www.documentum.com/solutions/dam/index.htm

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