preparing for major disruptions in digital asset management

ANALYST WEBINARPreparing for Major Disruptions in Digital Asset Management

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Anjali YakkundiSenior Analyst

Anjali is a Forrester Analyst whose research focuses on digital experience delivery, primarily focusing on digital asset management (DAM), personalization solutions, site search, and digital experience service providers. Anjali helps Forrester clients implement these technology solutions and technology strategies in order to support the management and optimization of customer experience.

Guest Speaker:

Preparing for Major Disruptions in Digital Asset ManagementAnjali Yakkundi, Senior Analyst

April 2016

Virgin in-flight safety videos

Organizations double-down on experiences

Source: Digital Synopsis

© 2016 Forrester Research, Inc. Reproduction Prohibited 7

Firms aim to deliver experience at every customer moment


We can’t deliver experiences at every moment with technology siloes

Discover

AskUse Buy

ExploreEngage

data datadatadatadatadata


Firms have historically siloed content

Discover

AskUse Buy

ExploreEngage

Content Content ContentContentContentContent


DAM is a critical technology to bridge content siloes

Digital Asset Management (DAM) enables the creation, management, and reuse of content for omnichannel, contextual, brand-rich, and interactive customer

experiences.

This isn’t your father’s DAM


DAM today comes in three flavors

EnterpriseSupports DAM needs across

multiple groups like marketing, sales, commerce, LoB.

MarketingSupports marketing with a focus on marketing-

based functionality, like brand management,

agency collaboration and MRM.

Media/ production

Supports DAM needs for media and

entertainment, and firms with video

production needs.


Three C’s disrupt DAM today

Convergence

Cloud

Content Performance



Convergence

Cloud

Content Performance


Market Convergence Everyone sells customer experience in a box

CMS

Commerce

Campaign

PIM

Social

Content marketing

CRM

Marketing automation

Email marketing


Firms invest in portfolios, not boxes

Touch points

Contextual delivery at “the glass”

Analytics

+ InsightsEx

tens

ions

+

Cus

tom

cod

e

Customer

data ContentOther

services

Commerce ServiceMarketing



Convergence

Cloud

Content Performance


Source: Business Technographics® Global Software Survey, 2014

Gain access to a wide ecosystem of solu-tions

Lower overall costs

Ability to replace upfront capital spending with monthly operating expense payments

To support a large number of mobile and remote users

Speed of implementation and deployment

53%

60%

61%

63%

69%

How important were the following benefits in your firm’s decision to use SaaS?

(4 or 5 on a scale of 1 [Not at all a factor] to 5 [Very important fac-tor])

Base: 802 NA and EU software decision-makers whose firms use or plan to use SaaS (1,000+ employees)

Cloud is on the rise for all the right reasons


SaaS is not customizable

Pricing is unclear or complicated

Compliance with local laws and concerns about access by foreign agencies

Integration with other applications is a challenge

Security and protection against cybercrime

39%

41%

41%

51%

56%

How concerned is your firm with the following potential issues around using software-as-a-service (SaaS)?

(4 or 5 on a scale of 1 [Not at all concerned] to 5 [Very concerned])

Source: Business Technographics® Global Software Survey, 2014

Base: 802 NA and EU software decision-makers whose firms use or plan to use SaaS (1,000+ employees)

The concerns are also legitimate


The many flavors of cloud Digital experience

infrastructure-as-a-service

Digital experience platform-as-a-service

Digital experience software-as-a-service

Time to deploy Months Weeks or months Days or weeks

Dynamic scaling You manage Vendor & you manage Vendor manages

Commercial Terms License It depends Subscription

Ability to customize Customizable Some customizing Configured

Ability to integrate Few limits Some limits Many limitsSoftware

responsibilityYou Vendor Vendor

Upgrade timeline You decide Often quarterly Sometimes daily


DX SaaSDX PaaSDX on IaaS

Ability to customize and integrate

Cloud benefits

The sweet spot today

Today

Tomorrow

Today, DAM must be cloud-first



Convergence

Cloud

Content Performance


Learnings

Digital insights

Firms aim to link data and action through digital insights and continuous learning

All possible data

All possibleactions

Rightdata

Effectiveactions

Source: April 27, 2015, “Digital Insight Is The New Currency Of Business” Forrester report


Learnings

Digital insightsAll possible data

All possibleactions

Rightdata

Effectiveactions

Source: April 27, 2015, “Digital Insight Is The New Currency Of Business” Forrester report

SYSTEMS OF INSIGHT


Link the right insights to make the right content decision

Content performance data • Page views• Social data • Email clicks• Conversion • AB testing data • Performance by segment

Benefits of a next-generation DAM program


Expected benefits from DAM 1. Improved efficiency from asset creation to

completion to archiving

2. Cost benefits from lowered content recreation costs and fewer legal and rights violations

3. Improved brand consistency and customer experience

forrester.com

Thank you

Anjali Yakkundi [email protected]@Ayakkundi

mailto:[email protected]

Complimentary ReportForrester Vendor Landscape:Digital Asset Management 2016Written by: Anjali YakkundiSenior Analyst at Forrester Research Inc.

This Forrester report provides a shortlist of digital asset management (DAM) vendors that best fit the most common use cases based on key selection criteria.

Learn why Nuxeo is 1of 3 vendors in both the Enterprise and Media & Production segments for DAM vendors.

Get it now: nuxeo.com/resources

DAM Use Case

Landscape

Having a DAM solution that integrates with other systems is really important to us. What sort of questions should we ask DAM vendors about their integration capabilities?

Q&A

What is the best way to describe DAM to my upper management and why it is important in large organizations?

Q&A

Our organization has begun an open source initiative for all new projects. What are your thoughts on open source DAM solutions?

Q&A

Who else besides IT and our asset production team should be involved in the decision making process for a new DAM system?

Q&A

Tagging new and existing assets with metadata is a big challenge for us. Are there any solutions that can automate that process within our DAM?

Q&A

Searching for and finding digital assets is a real pain for us. Are there any technologies/integrations we should consider to help with this?

Q&A

Integration across platforms is not straightforward. We have niche repositories, and searching across these is easy, but how is de-duplication, and versioning handled across platforms? What are your recommendations to achieve this?

Q&A

Thank You! Anjali YakkundiSenior AnalystForrester Research

Melinda CormierSr. Director, Digital Marketing & Brand StrategyNuxeo

For more information, please visit:www.nuxeo.com

preparing for major disruptions in digital asset management

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