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Getting at
DAM ROI
Widen Webinar
January 13, 2017
$
How can you and your organization
demonstrate a positive ROI for DAM?
Nina Brakel-Schutt
Presenter, Brand Strategist
YOUR WIDEN HOSTS
Jake Athey
Presenter, Director of Marketing
● Building the business case
● Top functional areas driving ROI
● Customer ROI stories
● DAM ROI models
● DAM admin ROI
● ...
What’s your ROI story, challenge or need?
(BE READY FOR AUDIENCE PARTICIPATION AT THE END)
?
AUDIENCE PARTICIPATION
BUILDING THE
BUSINESS CASE
BUILDING THE BUSINESS CASE
Increase
marketing
efficiency and
effectiveness
+ =+
Connect to
revenue
opportunities
faster
Im...
TOP FUNCTIONAL AREAS DRIVING ROI
DAM
Foundations
Governance
User roles and access controls
TOP FUNCTIONAL AREAS DRIVING ROI
DAM
Foundations
Governance
User roles and access controls
Metadata and taxonomy
Searchability
and organization
TOP FUNCTIONAL AREAS DRIVIN...
Governance
User roles and access controls
Metadata and taxonomy
Searchability
and organization
Automatic processing
Conver...
Governance
User roles and access controls
Metadata and taxonomy
Searchability
and organization
Automatic processing
Conver...
Analytics
Performance insights
Governance
User roles and access controls
Metadata and taxonomy
Searchability
and organizat...
CUSTOMER
ROI STORIES
REAL WORLD ROI
Strategic Partners, Inc. designs, manufactures, and distributes
medical apparel, medical footwear, and scho...
REAL WORLD ROI
ROI = Added service to the customer
THE NEED
Stop banter between customer service
and marketing, not meetin...
REAL WORLD ROI
1
DAM is an added value or service they offer to
customers – an added benefit to doing
business with Strate...
REAL WORLD ROI
The Door County Visitor Bureau promotes the development and marketing
of Door County, Wisconsin.
REAL WORLD ROI
ROI = Saved time and better media coverage
Average time spent on marketing activities after DAM
30 mins.
SE...
REAL WORLD ROI
ROI = Saved time and better media coverage
Percent of media contacts referred to DAM
CONTACTING MEDIA
50%
D...
REAL WORLD ROI
1 Metadata in photos saves hours of
search time
More photos for a journalist to pick from
because they’re l...
REAL WORLD ROI
Trek is a global bike and cycling manufacturer with dozens of subsidiary offices
and 80 distributors around...
REAL WORLD ROI
ROI = Stakeholder work empowerment
THE NEED
More than ½ of their users are outside the
US and need to acces...
REAL WORLD ROI
1
Portals save time downloading and
searching because all assets for a campaign
are delivered through one m...
REAL WORLD ROI
Boston Ballet is a professional classical ballet company.
ROI = Expected productivity gains
REAL WORLD ROI
95%
Hours expected to reduce in one year by...
SEARCH
50%
FEEDBACK & APPR...
REAL WORLD ROI
1
Time saving estimated on team assessments
of DAM and Workflow demos
Additional savings possible through e...
REAL WORLD ROI
JL Audio is a manufacturer of consumer audio products. They make marine,
home, and mobile audio products. B...
Catalog shots
552 downloads
REAL WORLD ROI
Beauty shots
19 downloads
ROI = Saved time and money on photoshoots
REAL WORLD ROI
1
Helped them decide to cut back on the
amount of "beauty" shots
Able to save time and money retouching
unu...
DAM ROI MODELS
AND INDUSTRY
BENCHMARKS
WARNING!
Math needed ahead
DAM ROI MODELS
“Search and share” time savings
See: http://digitalassetmanagement.com/roi-calculator/
DAM ROI MODELS
Asset fulfillment savings
DAM ROI MODELS
Asset creation and repurposing savings
DAM ROI MODELS
See: http://digitalassetmanagement.com/roi-calculator/
Active asset repurposing and fulfillment savings
DAM ROI MODELS
2TB (2,097,152 MB)
30 MB (est. avg asset size)
[69,905 ass...
Active asset repurposing and fulfillment savings
DAM ROI MODELS
Estimated Average Annual Subscription ($30,000 for DAM)
Mo...
TOP INDUSTRY STATS
Active asset repurposing and fulfillment savings by industry
Avg. Total
Assets
Avg. Total
Storage (GB)
...
TOP INDUSTRY STATS
Higher Education
9 MONTHS
to ROI
TOP INDUSTRY STATS
Healthcare
8 MONTHS
to ROI
TOP INDUSTRY STATS
CPG (Consumer Packaged Goods)
3 MONTHS
to ROI
TOP INDUSTRY STATS
Agencies
9 MONTHS
to ROI
TOP INDUSTRY STATS
Tourism
7 MONTHS
to ROI
BEST-IN-CLASS
DAM ADMIN ROI
REAL WORLD ROI
Companies with admins who dedicate
> 50% of their time vs. < 50% of their time
20%
Have at least 1 person w...
REAL WORLD ROI
Companies with admins who dedicate
> 50% of their time vs. < 20% of their time
Admin
Time
Spent
Total
Asset...
OUR CONCLUSION?
Companies with dedicated admins
see a greater ROI
OUR CONCLUSION?
What’s your ROI story,
challenge, or need?
?
AUDIENCE PARTICIPATION
YOUR TIME
How do you justify
time spent on DAM?
MONEY SPENT
How do you validate
the spend?
TO LEADE...
AUDIENCE PARTICIPATION
VISIBILITY
Content visibility, curation,
and repurposing
MEASUREMENT
Content measurement
and decisi...
Questions?
● DAM ROI calculator by IO Integration:
http://digitalassetmanagementsolution.com/roi-calculator
● Fractl content ROI calc...
www.widen.com
Check out our
new report!
Get in touch!
Contact:
800-444-2828
advisors@widen.com
www.widen.com
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Measuring digital asset management ROI

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Webinar sharing case stories from enterprise organizations about justifying and measuring the success of DAM to leadership and other internal teams.

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Measuring digital asset management ROI

  1. 1. Getting at DAM ROI Widen Webinar January 13, 2017
  2. 2. $ How can you and your organization demonstrate a positive ROI for DAM?
  3. 3. Nina Brakel-Schutt Presenter, Brand Strategist YOUR WIDEN HOSTS Jake Athey Presenter, Director of Marketing
  4. 4. ● Building the business case ● Top functional areas driving ROI ● Customer ROI stories ● DAM ROI models ● DAM admin ROI ● How do you justify DAM? Today we’ll explore: TODAY’S AGENDA
  5. 5. What’s your ROI story, challenge or need? (BE READY FOR AUDIENCE PARTICIPATION AT THE END) ? AUDIENCE PARTICIPATION
  6. 6. BUILDING THE BUSINESS CASE
  7. 7. BUILDING THE BUSINESS CASE Increase marketing efficiency and effectiveness + =+ Connect to revenue opportunities faster Improve brand consistency Build brand equity $
  8. 8. TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations
  9. 9. Governance User roles and access controls TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations
  10. 10. Governance User roles and access controls Metadata and taxonomy Searchability and organization TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations
  11. 11. Governance User roles and access controls Metadata and taxonomy Searchability and organization Automatic processing Conversions on-the-fly TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations ↑↓
  12. 12. Governance User roles and access controls Metadata and taxonomy Searchability and organization Automatic processing Conversions on-the-fly Create Once Publish Everywhere Sharing, linking, embedding TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations ↑↓
  13. 13. Analytics Performance insights Governance User roles and access controls Metadata and taxonomy Searchability and organization Automatic processing Conversions on-the-fly Create Once Publish Everywhere Sharing, linking, embedding TOP FUNCTIONAL AREAS DRIVING ROI DAM Foundations ↑↓
  14. 14. CUSTOMER ROI STORIES
  15. 15. REAL WORLD ROI Strategic Partners, Inc. designs, manufactures, and distributes medical apparel, medical footwear, and school uniforms.
  16. 16. REAL WORLD ROI ROI = Added service to the customer THE NEED Stop banter between customer service and marketing, not meeting customer expectations, and finding higher res images. THE JUSTIFICATION The need to the customer only. If the DAM is needed, the organization will pay for it.
  17. 17. REAL WORLD ROI 1 DAM is an added value or service they offer to customers – an added benefit to doing business with Strategic Partners They position DAM internally as a “disaster recovery” expense to finance and operations They justify DAM to marketing by the features and functions, their branded landing page, and the ability to measure adoption 2 3 $ ROI
  18. 18. REAL WORLD ROI The Door County Visitor Bureau promotes the development and marketing of Door County, Wisconsin.
  19. 19. REAL WORLD ROI ROI = Saved time and better media coverage Average time spent on marketing activities after DAM 30 mins. SEARCH AND SHARE EMAILING JOURNALISTS 5 mins. Cut by 50% Using Guest login
  20. 20. REAL WORLD ROI ROI = Saved time and better media coverage Percent of media contacts referred to DAM CONTACTING MEDIA 50% Directed to assets in DAM or sent a collection
  21. 21. REAL WORLD ROI 1 Metadata in photos saves hours of search time More photos for a journalist to pick from because they’re laid out (easy to see and select) instead of a zip file, like in the past Promotes media coverage when journalists can easily access images in minutes through their public collections 2 3 $ ROI
  22. 22. REAL WORLD ROI Trek is a global bike and cycling manufacturer with dozens of subsidiary offices and 80 distributors around the world.
  23. 23. REAL WORLD ROI ROI = Stakeholder work empowerment THE NEED More than ½ of their users are outside the US and need to access and download assets in whatever format necessary. THE JUSTIFICATION The ability to quickly share files with stakeholders all over the world, so they get what they need when they need it.
  24. 24. REAL WORLD ROI 1 Portals save time downloading and searching because all assets for a campaign are delivered through one method, whereas in the past it was Sharefile this, Dropbox that, or email this, etc A more streamlined delivery system now Portals share private files with employees and Spotlights Collections and Categories for everyone 2 3 $ ROI
  25. 25. REAL WORLD ROI Boston Ballet is a professional classical ballet company.
  26. 26. ROI = Expected productivity gains REAL WORLD ROI 95% Hours expected to reduce in one year by... SEARCH 50% FEEDBACK & APPROVALS WEB PUBLISHING SOCIAL PUBLISHING 66% 66%
  27. 27. REAL WORLD ROI 1 Time saving estimated on team assessments of DAM and Workflow demos Additional savings possible through error reduction and increased asset discovery 2 $ ROI
  28. 28. REAL WORLD ROI JL Audio is a manufacturer of consumer audio products. They make marine, home, and mobile audio products. Best known for their subwoofers.
  29. 29. Catalog shots 552 downloads REAL WORLD ROI Beauty shots 19 downloads ROI = Saved time and money on photoshoots
  30. 30. REAL WORLD ROI 1 Helped them decide to cut back on the amount of "beauty" shots Able to save time and money retouching unused beauty images Focused "beauty" shots on their own internal needs, and didn’t have to over-produce them 2 3 $ ROI
  31. 31. DAM ROI MODELS AND INDUSTRY BENCHMARKS
  32. 32. WARNING! Math needed ahead DAM ROI MODELS
  33. 33. “Search and share” time savings See: http://digitalassetmanagement.com/roi-calculator/ DAM ROI MODELS
  34. 34. Asset fulfillment savings DAM ROI MODELS
  35. 35. Asset creation and repurposing savings DAM ROI MODELS See: http://digitalassetmanagement.com/roi-calculator/
  36. 36. Active asset repurposing and fulfillment savings DAM ROI MODELS 2TB (2,097,152 MB) 30 MB (est. avg asset size) [69,905 assets] ( ) : 3 (avg active assets) X 3 (avg repurposing rate) X 4 (avg minutes to fulfill) X $22/hr. (avg designer wage) = ANNUAL SALARY SAVINGS (12 Months) = $$ PER MONTH SAVED IN MANUAL FULFILLMENT COSTS
  37. 37. Active asset repurposing and fulfillment savings DAM ROI MODELS Estimated Average Annual Subscription ($30,000 for DAM) Monthly fulfillment cost ($8,543 per month) = 3.5 months (241%) (Time to Return on Investment)
  38. 38. TOP INDUSTRY STATS Active asset repurposing and fulfillment savings by industry Avg. Total Assets Avg. Total Storage (GB) Avg. Total Downloads/yr Avg. Repurposing Ratio 1. Higher Ed 51,407 530 15,295 1.70 2. Healthcare 27,492 422 20,821 1.28 3. CPG 23,721 482 61,806 7.38 4. Agencies 74,797 1025 15,801 0.73 5. Tourism 16,179 1,413 25,126 2.55
  39. 39. TOP INDUSTRY STATS Higher Education 9 MONTHS to ROI
  40. 40. TOP INDUSTRY STATS Healthcare 8 MONTHS to ROI
  41. 41. TOP INDUSTRY STATS CPG (Consumer Packaged Goods) 3 MONTHS to ROI
  42. 42. TOP INDUSTRY STATS Agencies 9 MONTHS to ROI
  43. 43. TOP INDUSTRY STATS Tourism 7 MONTHS to ROI
  44. 44. BEST-IN-CLASS DAM ADMIN ROI
  45. 45. REAL WORLD ROI Companies with admins who dedicate > 50% of their time vs. < 50% of their time 20% Have at least 1 person who dedicates > 50% to DAM 80% Have at least 1 person who dedicates < 50% to DAM (62% are less than 20%)
  46. 46. REAL WORLD ROI Companies with admins who dedicate > 50% of their time vs. < 20% of their time Admin Time Spent Total Assets Total Downloads Last 12 months Average Repurposing Ratio* Total Users Average Asset Consumption Ratio** > 50% Time 94,860 119,107 4.8 1,385 164.4 < 20% Time 31,602 25,240 2.2 841 74.3 *Repurposing Ratio = Average number of times an active asset is downloaded **Asset Consumption Ratio = Average number of downloads per user who logged in at least 1 time in last year
  47. 47. OUR CONCLUSION?
  48. 48. Companies with dedicated admins see a greater ROI OUR CONCLUSION?
  49. 49. What’s your ROI story, challenge, or need? ?
  50. 50. AUDIENCE PARTICIPATION YOUR TIME How do you justify time spent on DAM? MONEY SPENT How do you validate the spend? TO LEADERS What do you need to provide leadership? How are you showing an ROI for DAM?
  51. 51. AUDIENCE PARTICIPATION VISIBILITY Content visibility, curation, and repurposing MEASUREMENT Content measurement and decision making REPORTING Tracking, reporting, and data aggregation Other ROI from DAM
  52. 52. Questions?
  53. 53. ● DAM ROI calculator by IO Integration: http://digitalassetmanagementsolution.com/roi-calculator ● Fractl content ROI calculator: http://frac.tl/content-roi-calc/ ● Tools to help you calculate ROI of your content marketing: http://www.concentriccontent.com/tools-to-help-you-calculate-roi-of-y our-content-marketing/ ● HubSpot ROI calculator: https://www.hubspot.com/roi-calculator DAM and Content ROI links KEEP ON MEASURING
  54. 54. www.widen.com Check out our new report!
  55. 55. Get in touch! Contact: 800-444-2828 advisors@widen.com www.widen.com

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