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Finding a DAM to Love - for the long term

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Learn about the DAM maturity model and what your content supply chain should look like vs what it actually looks like, and how to get there. You'll also get the 6 steps to success and 3 real world examples of DAM success from Nuxeo clients.

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Finding a DAM to Love - for the long term

  1. 1. Finding aDAM tolove –for the long term Uri Kogan Vice President, Product Marketing Nuxeo DavidLipsey Moderator Chair of Henry Stewart DAM Conferences
  2. 2. 1 2 3 The content supply chain is the date from hell A path to success: 6 steps to DAM you love Making it real with 3 examples Agenda
  3. 3. Whyyour content supply chainisn’t working
  4. 4. Whatexecutivesthinkyour contentsupplychainlookslike 4 Publishing/ Distribution Planning Production Adaptation DAM
  5. 5. 5
  6. 6. Theviewfromthe trenchesisn’tsogreat Publish/ Distribute Plan Produce Adapt DAM 6
  7. 7. Howdoyoumakeit morelikethis? 7 Publish/ Distribute Plan Produce Adapt DAM
  8. 8. Integrateadjacentsteps 8 Publish/ Distribute Plan Produce Adapt DAM
  9. 9. Putsomeone inchargeof theinterface between systems (Wouldyou wantthisjob?) 9
  10. 10. Interlocks! 10
  11. 11. There’sgottobe abetterway! 11
  12. 12. Buildonacommon foundation 12 Publish/DistributePlan Produce Adapt DAM
  13. 13. Dynamicallyrespondto changesinyoursupplychain 13 DAM
  14. 14. How doI get a DAM I canlove?
  15. 15. DAMMaturityModel Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight 15
  16. 16. DAMMaturityModel 16 Excel & email chains dominate asset-heavy processes Approvals routinely delayed, deadlines routinely missed Lots of time spent tracking stuff down Hard drives in the mail Inflexible business Acts of everyday heroism required Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  17. 17. DAMMaturityModel 17 Single source of truth for some high value assets for select teams Teams that use it save time Versioning, digital rights, & roles enable secure reuse Repository viewed as an archive Basic reporting (number of items, downloads, searches, etc.) Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  18. 18. DAMMaturityModel 18 Project management around assets—WIP, approvals, collaboration Organize & find content in alignment with campaigns, projects, & tasks Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  19. 19. DAMMaturityModel 19 Efficiencies between adjacent steps in the content lifecycle Publishing content to WCM, social, portal Injecting content with data & metadata from other systems: product information, usage rights, project codes, and more. Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  20. 20. DAMMaturityModel 20 Upstream analytics ensures content delivered on time, on target Analytics ensures DAM users get what they need from system Downstream analytics ensures value of content is understood beyond individual silos Track asset use through content lifecycle— expiration & decommissioning Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  21. 21. DAMMaturityModel 21 Each team can focus on objects that they value : campaigns, products, contracts, customers Translation, transformation, & transport of content & data between teams, maximizing productivity Transparency to end-to-end value chain, accelerating speed & effectiveness of business Consistent CX Integration Getting work done Getting in shape Symptoms ofimmaturity Nirvana! Insight
  22. 22. Examples
  23. 23. Tech
  24. 24. Tech:before 24 Existing legacy DAM Every step of the content lifecycle was overly complicated: planning, production, and distribution each had multiple tools Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  25. 25. Tech:before 25 Publish/ Distribute Plan Produce Adapt DAM No common metadata management between steps Handoffs were manual, slow, and error-prone
  26. 26. Tech:step1 26 Nuxeo as a common metadata layer to support an automated asset pipeline Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  27. 27. Tech:step1 27 distributioningest rendition DAM planning production workflow In planning, placeholder assets created without a file During production, metadata informs work and output ingested in Nuxeo Once ingested, Nuxeo renders, transcodes, watermark, permissions content for distribution as derivatives of master asset
  28. 28. Tech:step2 28 Manage reviews, approvals, and production processes, to enhance collaboration. Stage embargoed assets in advance and automatically release them when appropriate. Insight Integration Getting work done Nirvana! Symptoms ofimmaturity Getting in shape
  29. 29. Food
  30. 30. Context 30 $10 Billionglobal CPGenterprise DAM Digital transformationfor speed,agility,and valuecreation Keyobjectives: Ecommercerevenue Productivity& collaboration
  31. 31. Food:before 31 Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity Excel & email chains dominate asset-heavy processes Approvals routinely delayed, deadlines routinely missed Lots of time spent tracking stuff down Hard drives in the mail Inflexible business Acts of everyday heroism required
  32. 32. Food:step1 32 Focusing on 3 brands Onboarding users: brand managers and agency partners Brand content review & approval Basic reporting to show internal creative team’s value Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  33. 33. Whatdoesagood phase1looklike? Eight2-week sprints 33 81 2 3 4 5 6 7 Creating initial metadata structure & asset types Defining DAM/PIM asset/product relationships Download permissions Original file security Asset migration Creative and work request Data Migration User and integration testing Security & permissions Creating additional asset types (video, audio, etc) Functional Enhancements Single Sign On integration Brand and retail security levels Functional Enhancements Performance Testing UI config: Logo, Colors, Login Page Asset approval Workflow Search product data to return assets Change requests User- facing demos User- facing demos User- facing demos Go-live!
  34. 34. Food:step2 34 2-way PIM integration Push to ecommerce & portals Seamless end-to-end project management between agency partners and brand managers Tracking and reuse of compound document elements Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  35. 35. Food:step3(future) 35 Agency or supplier productivity and completeness Usage rights efficiency (% of assets lacking rights; % of assets with overentitlement) X-channel downstream insight into content value Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  36. 36. Retail
  37. 37. Retail:currentstate 37 Agglomeration of several acquired department store brands. Accretion of different, disconnected tools in very silo’d org: - Upstream: video production, project management, supplier portal, legacy DAM - Downstream: WCM, social, Print, eComm, in-store, online video Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  38. 38. Retail:step1 38 Set up DAM to index legacy systems Integrate or migrate dependent processes over time Integration Insight Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  39. 39. Retail:step2 39 Gain insight: upstream, downstream, & in-progress analytics Insight Integration Getting work done Getting in shape Nirvana! Symptoms ofimmaturity
  40. 40. Retail:step3 40 Manage production processes and collaboration in the DAM. Insight Integration Getting work done Nirvana! Symptoms ofimmaturity Getting in shape

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