Uri Kogan of Nuxeo gives an inside look at transforming a large, global CPG with Digital Asset Management, from streamlining workflows and enabling e-commerce to ensuring fast, easy searches for videos, images, and more.

1. 5 Ways ToGet DAM
ImplementationRight—AndOne
BigMistake ToAvoid(Lessons
fromthe Front Lines)
Wednesday April4, 2018
Uri Kogan
Vice President,
Product Marketing
Nuxeo
David Lipsey
Moderator
Chair of Henry Stewart
DAM Conferences
Sponsored by

2. 2
Context
$10BillionglobalCPG
enterpriseDAMgoinglive
thismonth!
Digitaltransformationfor
speed,agility,andvalue
creation
Keyobjectives:
Ecommercerevenue
Productivity&
collaboration
Nameschangedto
protecttheinnocent!

3. Makecontent
findableacrosssilos1

4. USDomestic
PastaBuddy
Chunky-Style
Foodservice
PastaBuddy
Chunky-Style
International
PastaBuddy
Chunky-Style
≠ ≠
4
Theproblem

5. 5
M T W T F S S M T W T F
MarketingManager
BrandManager
AgencyAccountManager
AgencyCreativeDirector
Agencycreative
BeforeDAM…

6. 6
Somewaystomeasureifyou
havethisproblem…
Requestsperweekfrom
outsidegroups
Timetofillthe
averagerequest
Howmuchofabrand
manager’semailisfullof
suchrequests& responses
Howoftenisthe
samethingshot?

7. Solution1:Contentsilos,
federatedmetadata
7
Agency
Brand
B2B
Int’l

8. Solution2:SingleDAM,all
content
8
Agency
Brand
B2B
Int’l

9. Empowerrevenue!
2

10. Currentprocessforgetting
contenttoecommerce
10
Brandmanagers
Google/ecommAskagencyforit Brandmanager
search
Sendtoecomm
uploader
PutkeyinformationinExcel files
Product description & bullets
Key claims
Product data (size, color, etc.)
Categories (e.g., Grocery & Gourmet Food :
Pasta & Noodles : Pasta : Spaghetti :
Sauce)
Retailer specificinfo
get images
copy/paste from
existing retail page;
no validation

11. 11
2,000 changes x 5 ecomm sites = 10,000 xls!
Failseveninsmallbatches
test with 10 products à 5 complete profiles after 2 weeks
Wildlyinconsistentresults
#ecommercefail

12. Solution:Seamless,scalable,
measurable,automatedprocess
PLM
Ecommerce
and retailDAM
PIM
Brand managers
12
Agency

13. 13
Benefits
Brandmanagersthat
canscale!
Whatgetsmeasuredgets
managed(andfunded!)
More$$$
Morebrandcontrol

14. Connectto
systems…even
iftheydon’texist3

15. 2questionstountiethe
Gordian knot
15
What’s the
desiredfuture
state?
What datadowe
needandhowdo
we get it?

16. Idealfuturestate
PLM
Initiating new product
creation
Ecommerce
and retail
DAM
PIMBoM SC
Ingredient list
Source factory
Brandmanagers
Product descriptions
for ecommerce
16
Human & search-consumable
product info: CHTOM169 à
ChunkyTomato16.9oz
Creative
assets

17. PIMnotinplace,upstream
unknowns
PLM
Initiating new product
creation
Ecommerce
andretail
DAM
PIMBoM SC
Ingredient list
Source factory
Brandmanagers
Product descriptions
for ecommerce
17

18. Name Description
Itemnumber Size
Dataneeded
18
What datadowe need?

19. Stay
flexible!4

20. 20
The
problem

21. 21

22. 22
Product
definition
Usage
rights
Requests,
project info
Solution:A modulardata
modelkeepsyouflexible

23. Ridethe digital
transformation
wave
5

24. Asingleplace
toputallyour
assets?
Meh! 24

25. PastaBuddyDigital
TransformationPriorities
25
- Consumer-grade UX
( even when configured)
- Focus on value & adoption
- Start small, grow
massive (app)
Better
collaboration
toincrease
productivity
1 Boost
ecommerce
revenue
2

26. And1mistaketo
avoid…

27. Don’ttryto
getitallright
thefirsttime.

28. Scopingaphase1
28
To a known group of
users/brands/functions
that have already
expressed a desire
toward the same goal
1 2
Primary pain points
3
With lots of end-user
demos and beta testers
providing feedback
throughout
Identify Isolate Stay agile

29. Whatdoesagood
phase1looklike?
29
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

30. Recap:
5waystogetimplementationright–and
onebigmistaketoavoid!
Makecontent
findable
acrosssilos
1 Connectto
systems…
evenifthey
don’texist
3Empower
revenue
growth!
2 Stayflexible!
4 Ridethedigital
transformation
wave!
5
Don’t try toget it allright the first time.
X 30

31. Thankyou!
31
UriKogan
VicePresidentofProductMarketing
uri@nuxeo.com
@nuxeo