Trends for 2020 What To Plan For - Theresa Regli - Censhare
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Trends for 2020 What To Plan For Theresa Regli DAM Industry Analyst & Consultant Founder & Director, Vox Veritas Digital theresa@theresaregli.com UK Customer Day 2019
Hello! A bit about my work DAM strategy and product selection, data orchestration, and digital stewardship @theresaregli | theresa@theresaregli.com voxveritasdigital.com
Some key trends for 2020 • Figuring out MarTech 2.0 • Data orchestration • Connecting the creative ecosystem • Dynamic 1-to-1 marketing @theresaregli | theresa@theresaregli.com 3 voxveritasdigital.com
MarTech 2.0: how I define it
Creating
Digital value
Assets through
Defined integration, using digital assets and
content more intelligently, in personalized or targeted ways.
It requires:
• A 360 degree view of the customer
• Efficient marketing and content operations
• Data curation and alignment
@theresaregli | theresa@theresaregli.com 4 voxveritasdigital.com
Music carries stories, content along a chain @theresaregli | theresa@theresaregli.com 5 voxveritasdigital.com
What is (musical) orchestration?
“The practice of writing music for an ensemble, or of
adapting music for an orchestra. Orchestration also
refers to the way instruments are used to portray any
musical aspect, such as melody or harmony.”
- Wikipedia
@theresaregli | theresa@theresaregli.com 6 voxveritasdigital.com
What is (system) orchestration?
“The automated arrangement, coordination,
and management of complex computer
systems, middleware and services.”
- Wikipedia
AND the CONTENT and ASSETS those systems manage!
@theresaregli | theresa@theresaregli.com 7 voxveritasdigital.com
Classical orchestration @theresaregli | theresa@theresaregli.com voxveritasdigital.com
Adapting to different audiences
Adapting to different audiences
@theresaregli | theresa@theresaregli.com 9 voxveritasdigital.com
The bigger picture – The “north star”
Business Customer Website
Analytics Marketing & Brand CMS
Intelligence Data
Portal
Filter & Publish
Web to Print
E-Commerce
Product Creative Project
Marketing
PLM Supplier Management &
Content
Data Collaboration Tools /
MRM
Social Media
Aggregate
Campaign PIM
ERP Resources
Planning
DAM
CRM
Digital Rights
Management
Analyse
3rd party Agency
Contracts Retail
Supplier Content
MDM Master Brand & Product Data Users: create, manage, collaborate, Apps
search, download, share
Enterprise Upstream Downstream
Systems Content
Content Hub Touch Points
@theresaregli | theresa@theresaregli.com Created in collaboration with voxveritasdigital.comWhy do we need to integrate?
• To deliver assets relative to customer preferences
• To reduce workloads for web and omnichannel publishing
teams: dynamically deliver assets to downstream applications
• To be able to measure the effectiveness of assets
• To speed up the creation of e-mail marketing and other forms
of marketing automation, such as social publishing
• To ensure the latest and most effective image is delivered to
e-commerce systems, ticketing systems, and retail partners
@theresaregli | theresa@theresaregli.com 11 voxveritasdigital.comHUB is now QUEEN !
▪ Vendors are either pure-play DAM, or
Packaging
trying to be much more 3D Planogram
▪ Systems that are more than just DAMs – Packshot
“content hubs” – have now come to Marketing
define “enterprise class” DAM Product PIM
Content Product
Transform
data/Specs
▪ Elements of DAM, PIM, MRM, and (in the Transcode
Creative suite (Regulatory)
CPG world) packaging are ideally tied support
together in a single interface, and views
are tailored to individual users
MRM
Workflow payments
Project
management
Staffing
@theresaregli | theresa@theresaregli.com voxveritasdigital.comHow censhare plays their part @theresaregli | theresa@theresaregli.com 13 voxveritasdigital.com
APIs are the key to DAM 2.0
There’s a lot to learn from the arctic tern
@theresaregli | theresa@theresaregli.com 14 Image Source: Widen voxveritasdigital.comIntegration points & drivers by vertical
CPG & Retail Media & Financial Performing Arts Transport &
Pharma
Email Entertainment Publishing Services & Non-Profit Manufacturing Hospitality
Automation Email Email Email
Email Social
Legal Automation Automation Automation eCom Automation
eCom
Printers Legal Social eCom
CRM VoD CMS
CMS CMS Booking
CMS CMS CRM Booking
MRM
Rights CRM
MRM MRM Rights CMS CRM
CMS
MRM MRM PIM
PIM PIM MRM CMS MRM
DAM DAM DAM DAM DAM DAM DAM DAM
link asset to ensure monetize increase customize increase track brand and
product data regulatory media content subscriptions sales awareness and manufacturing property
compliance materials ticket sales process promotion
syndicate to localize personalize distribute en ensure direct publishing track products increase
global retailers recommendations masse compliance to social media and variants membership
create market by stream and deliver create thematic target by promote artists create packages build loyalty
packages audience packages income and shows
@theresaregli | theresa@theresaregli.com Created in collaboration with voxveritasdigital.comPrepare
Data for rollout.
alignment Disguise
is still what’s problem
the biggest underneath.
DAM schema
@theresaregli | theresa@theresaregli.com 16 voxveritasdigital.comAligning data is a Top Five priority for any org
You must analyze the data across systems and create a master data structure. This ensures you
can successfully exchange data and assets among different technologies in your stack, integrate
systems, and conduct data migrations where applicable.
Id
Title
Source Notes Id
Category Title
Filename Description
SysID Category Master
Title Filename
Description Path
Source
Keywords
Path
@theresaregli | theresa@theresaregli.com Slide credit: Brian Cross, KlarisIP voxveritasdigital.comThe importance of Master Data Management
▪ A Master Data Management (MDM)
architecture provides a central layer
where metadata can be managed across
systems
▪ Master Data Management facilitates
operational efficiency by facilitating the
following key benefits
▪ Single Source of Truth
▪ Centralized Data Management
▪ Federated Discovery
▪ Centralized Analytics
@theresaregli | theresa@theresaregli.com Slide credit: Brian Cross, KlarisIP voxveritasdigital.comBenefits & Outcomes of Master Data Management
BENEFITS OUTCOMES
Both users and systems will have a common set of
Common Business Language attributes by which they can classify, retrieve, and use
information
Users are more easily be able to find information through
Improved Discovery Capabilities appropriate browse, search and personalization features
driven by consistent metadata
Users are able to more easily make critical business
Improved Business Intelligence decisions faster and more accurately, leading to improved
time to market and increased monetization opportunities
Standard data and more accurate discovery improves the
End User Satisfaction user experience of enterprise applications, which in turn
results in end user satisfaction of technology systems
In order to drive automation and facilitate smart decisions
within our MarTech stack, data must be smoothly and
Smoother data exchange among systems consistently exchanged via APIs
@theresaregli | theresa@theresaregli.com voxveritasdigital.comProduct Information Management
PIM as aggregator of PIM as distributor internally and
authoritative internal and externally of authoritative
external product information product information
@theresaregli | theresa@theresaregli.com 20 voxveritasdigital.comSingle product view: product content hub
Here you see
content organised
around a central
concept: master
product, with
affiliated products
and/or related
parts
@theresaregli | theresa@theresaregli.com 21 Image source: censhare voxveritasdigital.comCreative integration: decisions you need to make
• What applications will “own” each step? Asset Published
• What data needs to pass on from each system to the next?
• What will your DAM vendor provide, and when should you look
elsewhere?
Brief Creation Approval Rights Asset Management Product Information Reporting
Business
Photographer/Agency/
MRM Camera
MRM DRM DAM PIM intelligence
tools
• Will you take a “Content Hub” approach where your DAM Asset Published
is the window into more of the creative process?
• Will you use a “separate” Creative Operations or
Marketing Resource Management tool, or will you let your
DAM vendor cover more of the ecosystem?
Brief Creation Approval Rights Asset Management Product Information Reporting
Photographer/Agency/
DAM Camera
DAM
@theresaregli | theresa@theresaregli.com Created In collaboration with voxveritasdigital.comAiming for adaptive and dynamic outputs @theresaregli | theresa@theresaregli.com Video credit: CHILIPublish voxveritasdigital.com
Prepare
Lastly: for rollout.
Asset metadataDisguise what’s
is also aboutunderneath
results.
• Data is no longer just the attributes which a librarian (or even auto-
tagger) explicitly assigns
• Data is also the secondary information on usage & consumption
which an asset accumulates as it progresses through its life:
interactions with people, systems, etc.
• This feeds analytics: learning about assets and their meaning / value;
not simply running DAM system reports
@theresaregli | theresa@theresaregli.com 24 voxveritasdigital.comRights Management Models
Open
1
2 Self-Service
Partial
3
4 Full
Extended & Highly
Monetized 5
@theresaregli | theresa@theresaregli.com Created in collaboration with voxveritasdigital.comRights Management Models
Model Description Pros Cons Enablers
• No user burden
• Zero configuration or development required • Very high risk Business accepts risk that no rights
Open
• No rights management in the DAM or
• Highest speed-to-market (bypassing internal • High potential cost and/or manual effort information will be stored alongside
connected to the DAM
controls) • Lower re-use due to lack of confident assets
• Low user burden
Self-service
• Medium risk
• Some rights management in DAM • High speed-to-market Requires some governance,
• May preclude certain high-value content
• Upload and download self certification • Some user awareness of rights awareness and data capture
types
• Circa 5-10 fields, with 2-3 mandatory • Some metrics / insight into rights
• Some user burden
• Low cost to implement
• Reduces risk to some degree
• Comprehensive rights information • Increased rights visibility • Medium risk
More sophisticated governance,
captured, but without strict controls on • Good baseline to build on • False confidence due to lack of
Partial
awareness and data capture
distribution and release • Assets enriched with rights data boosts distribution controls
processes required
• Circa10-20 fields (including talent) with 4- discovery • Medium user burden
6 mandatory
• High value content types can be made
• Same as above (Partial) • High user burden
available in DAM
• + Strict process and controls for creation, • Slower speed-to-market
• Highest confidence in visible rights Fully considered governance,
Full
update and release of content, linked to • May require investment in solution /
• Low risk process, controls and business rules
actual contract stored in or connected to configuration
• Mature reporting capability
DAM
• Same as above (Full)
• Most comprehensive rights model
• + Integrated Rights Management • Significant up-front investment required
Extended
• Lowest risk
technology • Higher ongoing maintenance overhead Significant investment in ways of
• Automation / integration can offset high user
• Automated workflows e.g. royalty • Highest data management overhead working and technology
burden
payments
• Augmented by AI & Machine Learning
@theresaregli | theresa@theresaregli.com Created in collaboration with voxveritasdigital.comIn Summary • Know your MarTech 2.0 strategy – and have a leader to own it • Focus on MDM and data orchestration; ideally have a team for it • Determine how to create efficiencies in the creative ecosystem, using technology that facilitates the process rather than disrupts • Customer and performance data will drive dynamic and even 1- to-1 marketing, but it’s a long path to get there @theresaregli | theresa@theresaregli.com 27 voxveritasdigital.com
Thank you! Contact me at: Theresa Regli theresa@theresaregli.com @theresaregli
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