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Digital Asset Management: Customer Case with Teradata Marketing Applications
June 14, 2016
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About me… Live in SLC, UT 1 wife, 4 kids (16, 13, 10, 4) At 24 I was worth $2M (on paper), at 25 $8,000 Work for a Belgium software company
Beer (see bullet point 1 – full time designated driver) Chocolate (my favorite, and it shows) Amazing cuisine (and it shows) Languages (3 on average, me – just one)
18 years Digital: Siebel, Salesforce.com, Omniture, Maximize, Accenture Interactive, ZONZA (WPP/ Deluxe), ADAM
Customer is Everywhere
Experience is EverywhereBrand is Everywhere
Product is Everywhere
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• Product content drives 42% of detractions• Rich content is key, e.g. converting Amazon product page
into enhanced rich-media page increases conversion by 60%• 24% of customer blame negative experience on inadequate
usability
2/3rd of detraction comes from content & structure
RICH MEDIA SELLS
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Engaging experiences demand rich content
CAMPAIGN ENGAGEMENT
MULTIPLE TOUCHPOINTS
MULTIPLE REGIONS
CONTENT DELIVERY
CHANNEL INTEGRATION
DIGITAL RIGHTS
ITERATIVE MESSAGING
PERSONALIZED CONTENTDECISION ENGINE
SMART SUPPRESSION
PERSONAS
BRANDS
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• Stretching marketing operations to the limit• Faster• Lower budget• … but still consistent
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ProofDigital Engagement Impacts In-Store Sales: Mobile devices used before or during shopping trips influenced nearly in the U.S $1 trillion - or 28% - of in-store sales “Navigating the New Digital Divide”, Deloitte, May 2015.
Product Content is Persuasive:71% of US online adults who research products online use product information e.g. social ratings, reviews, digital assets and editorial content “Polishing Up Your Products — Why PIMReally Matters”, Forrester, November 2014.
Digital Assets Help Build Brand Experiences:65% of senior marketing execs believe visual assets are core to how their brand story is communicated“The Role of Visual Media in Impactful Brand Storytelling”, CMO Council, August 2015.
Lost Productivity Is a Waste of Time: 38% of respondents’ employees spend between 5 and 10 hours per week searching for digital assets“Making the Case for Digital Asset Management in Retail”, Ovum, August 2015.
As content volume grows every day, it is increasingly important for marketers to determine what the “right” amount is for their business.• 81% of our respondents say that their organization is
producing moderate or enormous amounts of digital content and assets.
• 83% expect that volume will continue to increase unchecked two years from now.
“Content: The H2O of Marketing” Accenture, February 2016
Less than 1 in 5 marketing leaders think they manage content well.“Content: The H2O of Marketing” Accenture, February 2016
“Content: The H2O of Marketing” Accenture, February 2016
*
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SELLING BETTER DRIVES CONTENT COMPLEXITY
Large Consumer Packaged Goods manufacturer• Product placement on many different retail channels• Each channel uses specific attributes to target and personalize• Result: more than 900 product attributes per product
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EXPERIENCE DEMANDS AGILITY and SPEED
Experience is organic • It waxes and wanes, retreats, fluxes• Change is the only constant
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Experience demands agility and speed
Complexity + lack of speed = NOSE DIVE
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How do we solve this problem?
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Expe
rienc
eCo
nten
t
Embedded/departmental DAMContent oriented
Single asset typeand Single or multiple departmentand Single regions
DAM & IT StandardizationContent and process oriented
Multiple asset typesand/orMultiple regionsand/orMultiple departments
Digital transformation & CXMExperience oriented
Multiple asset typesandMultiple regionsandMultiple departmentsandMultiple channels
Maturity
Business & organizational alignm
ent
Time to value
DAM Library
Enterprise DAM
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DAM/PIM as Smart Content Hub for CxM (B2B & B2C)• Content marketing hub for product organizations• Core RICH MEDIA Content for Experience
Platforms, Marketing & Channel Enablement Solutions
DAM as a platform and IT standardization• Regulatory Industries, such as: Financial Services, Life
Sciences, Food & Beverage• Integrated Process and Content Control – BPMS/workflow
DAM as a Library• Basic DAM Platform
(Embedded)• Cloud to facilitate entry• Part of MA, WCM, CO
Marketing Asset Manager
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Smart Content Hub™Brand: Multiple brands Brand protection & licensing Multicultural brands Enterprise sourcing Creative operations
Product: Product launches Product collateral Portfolio management Product content enrichment Lifestyle products
Go to market: Corporate publishing Marketing fulfillment Regulatory compliance CXM integration Distributed marketing
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From raw contentto Smart Content
Downstream:Touchpoints and channels
Upstream:Enterprise systems, process and organization
Smart Content Hub™Content Experience challenges
Time to market ?
Content lifetime ?
Global reach ?
Context aware ?
Multi-channels ?
Stakeholders ?
External agency ?
Governance ?
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External Partners & Agencies
Marketing
CreativeTeams
Businessusers
Online
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Collateral
MRM
SocialMedia
E-Commerce
Smart Hub and connected scalable toolsets
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Solution ArchitectureAllow search on assets in ADAM from within TDM
Link TDMO workflows with ADAM workflows
Monitor the complete process over both systems
Marketing workflow Production workflow
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Teradata/ADAM Interface: Teradata users
Repository for projectsDigital sign-offGuide projects to create marketing collateral and manage campaigns
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Teradata/ADAM Interface: ADAM UsersRepository for all assetsWorkflows to guide creation and cataloguing of assetsControl usage of assets
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Teradata/ADAM Interface: Spaces
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Workflows: The Teradata/ADAM Interface
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Workflows: The Teradata/ADAM interface
F500 Online Broker: ADAM – Teradata solution• Improve internal and external agency collaboration• Streamline legal review processes with TDMO
integration• Make creative content easily accessible to the
organization• Ensure regulatory compliance (WORM)
Helping clients pursue their financial goals
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The NeedServe the needs of diverse teams involved in the creation and use of marketing content
Improve internal and external agency collaboration
Streamline legal review processes with TDMO integration
Make creative content easily accessible to the organization
Ensure regulatory compliance (WORM)
Internal Creative Teams
External Creative Teams
Marketing Teams
Regulatory Teams
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The SolutionMarketing material production, review and approval (MRM integration)
Agency collaboration
Marketing portal of approved marketing material
Write Once Read Many compliance
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ADAM Teradata Integration
Customer Journey | Asset Consumers
Web
Broadcast
Brochures
Mobile
Packaging
Tablets
Social - Blogs
Catalogs
Magazines
E-commerce
Touch Points | Asset Distributors
Marketing Communications
Campaign Management
Segment Management
Business Marketing Processes | Asset Users
Rich-Media Asset Processes | Asset Producers
DesignerAgencyCopywriter
Traffic ManagerAdminEditor
BRAND PRODUCT
CAMPAIGN GENERAL Digi
tal S
helf
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Agency Collaboration Secure access for external
agencies Adobe Creative Cloud connector Drag and drop as well as bulk
upload Version control Annotation and collaboration
environment Audit trail
Select markup tools and/or make comments
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Marketing Portal Secure access to assets that are
approved and relevant Sophisticated search and filter options
based on context User specific and context sensitive
application behavior On the fly transformations Bulk download, email, or FTP
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Benefits Significantly improved collaboration Reuse of assets driving down costs Reduced marketing production time by about 15% Reduced marketing review cycle time by 25% Streamlined regulatory review Moved archiving to WORM from manual to mostly automated Enhanced search and discovery of content in compliance event
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And now for the wrap up…
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The Combined Value Proposition
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Asset Management - ADAM IntegrationKEY FOCUS AREAS
EASY-TO-CONSUME EXPERIENCE
INTEGRATED CONTENT MANAGEMENT
GLOBAL SCALE WITH INDUSTRY NEEDS
OPEN PLATFORM
Integrate the efforts and content from creative teams with marketing operations
Support the full asset lifecycle from creation to fulfillment
Ensure compliance of creative content across all channels
Access to new asset capabilities such as product information management and localized collateral capabilities
Provide an open architecture to easily integrate with other content management systems
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Enterprise DAM Functionality• Upload & ingest• Download – delivery – ordering -
packaging• Search - extensible metadata &
taxonomy• Version control - check in & out• On-the-fly formatting & processing• Compound assets (Indd linked parent -
child)• Embedded metadata: capture & write
back
• Permissions – users, assets, functions, fields• File type agnostic (all formats)• Multilingual: interfaces, metadata, taxonomy,
assets• Rules, expirations, embargoes, archiving, DRM• Batch processing• Duplicate detection• Preview & thumbnail generation• Extensive administration & configuration
interfaces
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Why ADAM?Enterprise Scale
File format agnostic Flexible data modelSecure and scalable
Digital Ecosystem
Market placeStrong alliances
Community
Leading technology
Digital Asset ManagementProduct Information
Management
Rich functionality
Creative Cloud integrationVideo management
Workflow and collaboration
Next Generation Smart Content 35
How can we help you?
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Smart Content Hub™
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www.adamsoftware.net
@ADAMSoftware
www.youtube.com/AdamSoftware
