Guest speaker, Melissa Webster, Program Vice President, Content and Digital Media Technologies at IDC, discusses why organizations are investing in enterprise digital asset management, and provides recommendations in application architecture, technology evaluation criteria.

1. ANALYST WEBINAR
Recommendations for COMPLEX
DIGITAL ASSET MANAGEMENT

2. PRESENTER MELINDA CORMIER
Sr. Director, Digital Marketing & Brand Strategy Nuxeo
Melinda manages strategic marketing initiatives to increase
brand awareness and market share for Nuxeo. She
manages digital marketing campaigns and analyst relations,
as well as directs messaging for thought leadership articles,
customer experience optimization, and the engagement
process for prospects and clients.

3. GUEST
SPEAKER
MELISSA WEBSTER
Program Vice President, Content and Digital Media
Technologies at IDC
Melissa Webster leads IDC's Content and Digital Media
Technologies research program. This program tracks,
analyzes, and forecasts markets and trends in document
and content management, records management, web
content management, digital asset management, and
document and rich media (audio, video) authoring and
publishing software.

4. Enterprise Digital Asset Management: Future-Proof Your
Strategy
Melissa Webster
VP, Content & Digital Media Technologies, IDC
September 28, 2016

5. Digital Transformation – Hot Topic in Every Industry
Powered by the 3rd Platform
(cloud, mobile, social, big data);
accelerated by emerging technologies
Digital transformation is…
the alignment of technology
and business models
to engage digital customers
at every touchpoint
in the customer lifecycle.

6. Digital Transformation: Omni-Channel Experience
Marketing
Sales
Support
Website
Landing Pages
Mobile
Email
Search
Social Media
Blogs
Direct Mail
Print, TV, Display
Word of Mouth
Website
Statements
Email
Newsletters
FAQs
Contact Center
Forums
Social Media
Blogs
Blend of Traditional
& Digital Channels
Mobile Customers
New Service Channels
Brand Discussions in
Social Networks

7. Growing Volume of Digital Assets Required to Support…
§ Different customer segments
§ Different markets, geographies
§ Myriad channels
§ Dozens of different devices/screens
§ Different contexts
§ All phases of the customer journey
Creation Loop Loyalty Loop
BUY OWN

8. § Rise of content marketing
§ Blogs, content syndication, social media
§ Digital asset distribution to partners
§ Need for rich product information for merchandizing – “3 views
and a cross-section”
§ “How-to” videos that help customers buy and use products
Customer Experience
Content must be engaging, persuasive, and relevant:
Growing use of images, video, audio, multimedia

9. § Employee career training
§ Compliance & certification training
§ Sales training, new product launches
§ Channel enablement, partner training
§ Training for services/support personnel
Employee & Partner Experience
Content must be engaging, persuasive, and relevant:
Growing use of images, video, audio, multimedia

10. Marketing Is Under Pressure To Do More
§ Marketers are under pressure to deliver more campaigns in the
same amount of time. Their campaigns must be consistent across
channels and geographies while enabling:
• Contextualization
• Localization
• Personalization
“We are centralizing marketing to ensure
consistent branding worldwide. But our
message needs to be local. We need a way to
localize our assets for our individual markets.”
“We want to leverage big data to
define and target customer
segments with appropriate
messaging and offers. We need our
digital assets to conform to those
segments – in real time.”

11. Sales Is Under Pressure To Close Deals Faster
§ Sales people need instant access to approved assets – in the
right format for outreach to prospects:
• Marketing collateral
• Presentations
• Templates for correspondence
• Proposals, quotes, price lists
• Video testimonials
• Canned demos
“We struggle today to connect what marketing
produces to what the sales people on the front
lines need at their fingertips. They don’t have
time to search – and we don’t want them using
assets that are out of date.”

12. Support Is Under Pressure To Build Loyalty
§ Support/service teams need instant access to approved assets –
in the right format – to maximize retention and inspire advocacy:
• Service & support content that enables self-service
• Relevant offers
• Rewards for loyal customers
• Content for social channels
• Templates for correspondence
“Our customers are digitally savvy. We need
to engage them wherever they choose to
interact with us – whether on our own Web
site, Facebook, Twitter, or some other
channel. Serving up relevant content – to
customers, and also to our support staff – is
key to enhancing customer loyalty and
building advocacy.”

13. The Cost of Assets Is Growing
§ Content creation costs:
• Internal creative teams
• External agencies
§ There is significant waste in creative/marketing budgets
from duplicative efforts
Budgets for content creation won’t keep up with
demand in organizations that fail to optimize spend.
“We discovered we had two different
designers retouching the exact same
image for two different campaigns."
“We justified our investment in DAM on the basis
of saving just 5% of our external agency spend.
And we know we can do much better than that.”

14. Need to Ensure Rights Compliance
The costs of a high-profile rights violation can
exceed the cost of a DAM implementation
“We discovered a key European distributor was using
a 5 year old celebrity campaign. Ouch!”
RISK $$$
§ Organizations also need to ensure compliance with
content licensing rights:
• Stock art – photos, illustrations, videos
• Assets that have model rights/residuals
• Celebrity shoots

15. Need to Protect Intellectual Property
§ New campaigns/advertising
§ Unannounced new products, pre-launch
§ Confidential company/brand initiatives
Leaks of product, service and advertising announcements
adversely impact share price and market value

16. The Content Supply Chain

17. Diverse Stakeholders for Enterprise DAM
Internal and External
Marketing
Sales
Service/
Support
R&D,
Manu-
facturing
LegalFinance
HR
Operations
Communi-
cations,
Community
AffairsChannel
Partners
Suppliers
Agencies
Others
IT
DAM
Admin/
Librarian

18. Content Assets in Myriad Formats & Renditions
§ Image resolutions from thumbnail to high
quality photography
§ Videos in different resolutions (SD, HD, UHD),
bit rates, frame rates, formats
§ Illustrations, vector graphics, 2D and 3D
models,360s, PDFs, etc.
§ Web, mobile, IoT…
Demand for new renditions will only grow
with personalization and new digital channels

19. Enterprise Digital Asset Management is Critical for:
§ Managing global launches
§ Sales & channel enablement
§ Customer support readiness
§ Customer self-service
§ Ensuring control over intellectual property,
brand identity, trademarks
§ Ensuring currency for all brand assets – wherever used
§ Managing product packaging
IN MANY ORGANIZATIONS, DIGITAL ASSETS ARE SCATTERED
ACROSS MANY SEPARATE SYSTEMS/SILOES

20. 5 Key Characteristics of an Enterprise DAM
#1 Supports all of the people who create, manage, govern, transform,
or publish digital assets – including external participants:
• Marketing, ecommerce, digital experience, and creative teams
• Interactive and advertising agencies
• Sales
• Customer support/service
• Supply chain partners, distributors
• Communications, public affairs
• R&D, engineering, manufacturing, operations
• Legal, finance, HR, other G&A teams
Configurable UIs, granular security/access controls

21. 5 Key Characteristics of an Enterprise DAM
#2 Supports all of the workflows involved in creating, managing,
governing, transforming, and publishing digital assets:
• Team coordination, collaboration, task management
• Markup; review, approval
• Search, collation, collections, and asset reuse
• Distribution of assets to internal and external stakeholders
• Publishing
• Asset lifecycle, disposition
Robust, configurable workflows – that can be tailored to
the business. Assume needs will change!

22. 5 Key Characteristics of an Enterprise DAM
#3 Supports all types of digital assets:
• Image, audio, video, vector graphics
• 360, 3D, HD, emerging formats
• Documents (text, spreadsheets, presentations)
• And more…
With capabilities such as:
• Previewing, annotation
• Automated/on demand transformations/renditions
• Collections. Ability to map interrelationships between assets/versions.
Flexible support for metadata, complex data models –
which will evolve!

23. 5 Key Characteristics of an Enterprise DAM
#4 Provides license management, IP protection:
• Granular rights management to ensure contract compliance and
adherence to business rules
• Automated notifications on license expiry
• “Where used” reporting
• Auditing/tracking of actions on assets (view, share, upload, download,
etc.)
• Expiry and disposition
Built-in support for license management, retention and expiry

24. 5 Key Characteristics of an Enterprise DAM
#5 Architected for integration, extensibility, scalability, performance:
• Customizable user interfaces for different types of users
• Customizable workflows
• Customizable data model
• Pluggable architecture for extensibility
• APIs for integration with other enterprise systems
• Scalable, performant, reliable, and secure
Architected for extensibility and integration with a wide array
of enterprise applications

25. Making the ROI Case for DAM:
#1 Improved Productivity
§ Reduced time searching for assets: Quickly and
easily find the right assets – in the right format/
rendition
§ Access to collections of assets that are pre-packaged
for campaigns, sales enablement, etc. (consistent
and complete)
§ Benefit of others’ experiences – what works, what
doesn’t. Assets surfaced automatically through rating,
comments, etc.
“Thanks to our DAM, marketing can quickly find all approved
assets – one click gets them to the folder with everything we’ve
created for a new campaign, ready to use.”

26. Making the ROI Case for DAM:
#2 Increased Revenue
§ Launch more campaigns in the same period of
time, increasing conversions and revenue
§ Deliver tailored brand portals to distribution
partners
• The right products
• The right packaging
• The right campaign and merchandizing materials
§ Accelerate global launches – and time to revenue
“We have thousands of distributors – from
mom-and-pop pro shops to big box stores.
All need access to our assets.”
“Before DAM, our overseas launches lagged by 3 months or more.”

27. Making the ROI Case for DAM:
#3 Reduced Costs
§ Optimize creative spend by eliminating
rework, duplicative effort
• Internal staff costs
• External agency spend
“We have thousands of distributors – from mom-
and-pop pro shops to big box stores. All need
access to our assets.”
“We have eliminated a lot of duplicate effort. And our DAM captures everything
that our agencies and local marketing groups create.”
§ Reduce the cost of provisioning assets to distribution
partners via self-service

28. Making the ROI Case for DAM:
#4 Reduced Risk
§ Manage rights and ensure license compliance
– whether stock photography, images/videos
with paid models, or high-end celebrity shoots
§ Control the use of licensed content
§ Ensure brand consistency and compliance
worldwide – while allowing local customization
“DAM has given us control
over the review/approval
process and brand
consistency worldwide.”
“We license all kinds of content. Now we have a way to
keep track of expiry dates – and ensure that all assets
used in our campaigns are current.”

29. Making the ROI Case for DAM:
#5 Content Supply Chain for the Extended Enterprise
§ Collaboration across internal/external teams
§ Supports marketing, sales, channel management
§ Supports manufacturing, production, distribution
§ Many other departments benefit
“Many other departments are benefitting from our DAM – not just
marketing, sales, and partners but also legal and HR. Even the
mailroom needs access to our logos and brand assets.”

30. Summary: Making the ROI Case for DAM
§ Increased staff productivity
§ Increased revenue, quicker time to value
§ Reduced asset creation costs
§ Reduced risk
§ End-to-end content supply chain that supports the entire business
Most organizations focus their ROI case on
1 or 2 “hard dollar” metrics.

31. Getting Started
1. Appoint a champion, identify stakeholders, define business goals
2. Obtain executive sponsorship and funding
3. Gather requirements, establish processes and governance
4. Evaluate solutions
5. Implement in phases, with ROI at each phase

32. Choose a Solution That:
ü Is easy to use – adoption is key
ü Addresses broad range of enterprise needs
ü Is easy to implement – and easy to integrate with other systems
ü Is powerful, scalable
ü Is flexible and adaptable. Needs will change over time!
ü Comes from a trusted provider
Look for a vendor with a proven track record: Solid
product, implementation help, and great support.

33. CASE STUDY
INDUSTRY:
ADVERTISING
CHALLENGES
Top ten ranked global advertising network that provides strategic
advertising and media planning services to global clients.
• Manage all client adaptions for worldwide campaigns
• Improve communication and distribution of marketing assets to local agencies
• Replace the homegrown GAME (Global Adaptation Management Engine)
application
SOLUTION
• Developed the new GAME application in just 3 weeks using Nuxeo Studio
• Improved collaboration during the asset creation process
• Provided a comprehensive tool for clients to manage and supervise internal
processes
• Integrated with existing systems – no rip & replace
• Automated many mundane tasks

34. CASE STUDY
INDUSTRY:
APPAREL &
FASHION
CHALLENGES
Leader in custom graphic apparel. Recognized as a progressive and
creative supplier of licensed and private label fashion for key retailers.
• Eliminate reliance on spreadsheets, emails, and file shares
• Better manage core production processes and digital assets
• Create advanced workflows for cross department collaboration and approvals
• Integrate with Adobe CC
SOLUTION
• New DAM system manages the core production processes from licensing
management, to presentation brochures, to work orders and more
• Utilizes the complex data model for contract management and work orders
• Integrates with Adobe CC for immediate access to approved creative assets

35. NUXEO
PLATFORM
HYPERSCALE DIGITAL ASSET PLATFORM
Global organizations can easily manage complex digital content at
massive scale to drive business value across the organization.
• Configurable: Easily customize the platform to your match your
workflow, use cases, and business model
• Modern Architecture: Pluggable platform with flexible
deployment options (on-prem, hybrid, cloud)
• Extensible: Cloud file-sharing services, CRM, Adobe CC,
document capture, image recognition, cloud infrastructures,
and more
• Advanced Media Management: Bulk import, conversions, video
transcoding, renditions, annotations, automated video
storyboarding, thumbnails, and more

36. NUXEO
STUDIO
EASY CUSTOMIZATIONS
The web-based tool provides an easy-to-use graphical interface
to configure Nuxeo Platform applications.
• Define/Update the Content Model: schema-flexible, content
templates, custom metadata, lifecycles, form structures, etc.
• Create Advanced Workflows: integrated workflow engine
for complex processes
• Automate Processes: implement business logic using
content automation chains
• Administration: easily assign new user permissions,
authentication, install updates, manage projects, etc.

37. THANK YOU
MELINDA CORMIER
Sr. Director, Digital Marketing & Brand
Strategy at Nuxeo
MELISSA WEBSTER
Program Vice President, Content and
Digital Media Technologies at IDC
For more information, please visit: www.nuxeo.com