Adam J Crane, Dell | Glen Lawson, Adobe€¦ · • Automated Dell.com image replacement from 1...

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USING ML TO ENHANCE YOUR CONTENT WORKFLOWSAdam J Crane, Dell | Glen Lawson, Adobe

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People and ProcessDell’s journey into dynamic content delivery and enhanced metadata management

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Content EcosystemSingle system for content creation and management at Dell.

Enable Dynamic Content Delivery

Move to improved Marcom tool set

Connect to Marketing Automation

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Project Mandate

One Dell DAMCreate single source of truth for assets at Dell and

implement dynamic delivery system.

Cloud-based, Adobe Experience Manager Assets Software

Dell IT supported and funded

APIs to Top Tier Dell Applications and CMS systems

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What’s in it for me?• Be recognized as a leader and influencer in your BU, group and region for all things DAM related • Build your network to engage on a key transformational initiative for next-gen marketing• Gain development experience in solution testing, training program delivery and coordination and change management• Serve as the “eyes and the ears” for the DAM Core team to ensure the user community adopts the new solution

SME networkGlobal network of individuals across roles and regions to support the DAM Core team, share observations and increase engagement and readiness for the change with the rollout of new DAM.

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What we do

Launched single source of truth for Dell content• Launched, manage and operate Dell DAM for 11K+ users

Organize chaotic content• Taxonomist and digital librarians bring order to chaos across applications

Deliver content• Manage dynamic product feeds and building for future content ecosystem

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Digital Asset ManagementBEFORE AFTER

• Dell assets stored in different locations globally• Supported < 3k active users w/out SSO• No standard governance or archival process• Poor search experience and asset findability• Time-consuming, asset replacement process for Dell.com• Difficult to share assets• Laborious marcom asset production process• No user satisfaction tracking survey

• Single repository for Dell Technologies assets • Support > 11K active users with SSO, 1200 unique visitors/week• Pro-active governance to archive outdated assets• Improved taxonomy for enhanced search experience• Automated Dell.com image replacement from 1 month to 24hrs• Implemented Asset Share Link supporting Marketing Playbooks• Automatic asset resizing, saving 10K hours of work/year • Incremental increase on user satisfaction from Q1 to Q3

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Dell DAM Dell Author DAM

DAM workflow

Asset & metadata upload to Dell Author DAM

Authors

Asset & metadata review + Publication to Dell DAM

Librarians

View and download assets

General Users

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Tame the Great Metadata Wilderness!

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Start at the end. What are your goals?

Avoid repeating mistakes

Train everyone about the importance of metadata.ORGANIZE

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PREPARE

Examine your existing content

Talk to your users about data, not just U/I and workflow

Hire a (metadata) guide…or train one

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Prioritize the must haves

Open communications about metadata

Clean data as needed

L AUNCH

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Provide updates on the journey

Encourage and welcome conversations with users

Start your own conversations

TAKE ACTION

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Scrutinize any advice

Test with purpose

Triangulate your data

DISTRACTIONS

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Built for success

Strong Foundation

Rinse & Repeat

DISCOVERY

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TechnologyFeatures to empower your content process

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1 Contextual Metadata

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VS

Contextual Metadata Metadata Schema Editor

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2 Smart Translation Search

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3 Custom Smart Tags

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Metadata must be specific

Smart Tag: Shoe Smart Tag: Shoe

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Make it smarter

Custom: Football Boot Custom: Runner

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4 Smart Crop

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Smart Crop

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Encourage Adoption

Save Time

Do MoreWith Less