The Pivotal Role of DAM in the DXP Landscape
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Transcript of The Pivotal Role of DAM in the DXP Landscape
The Pivotal Role of DAM in the DXP Landscape
Tuesday, October 11, 2016
Davina ErasmusVP of Product Marketing
ADAM Software
Sponsored by:
Anjali YakkundiSenior Analyst
Forrester Research
Moderated by:Maria Nicoletti
Product Campaign ManagerADAM Software
Agenda
Impact of digital on customer experience
Key characteristics of digital experience platforms (DXP)
Why DAM is a critical component of DXP
Recommendations on how to get started with DXP
The Pivotal Role Of DAM in the DX
Landscape Anjali Yakkundi, Senior Analyst
October 2016
© 2016 Forrester Research, Inc. Reproduction Prohibited 5
“You said that in the coming
year, your firm wants to improve
the experience of its customers.
What action is your firm taking
to achieve this objective?”
Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015
© 2016 Forrester Research, Inc. Reproduction Prohibited 6
“You said that in the coming year, your firm wants to improve the experience of
its customers. What action is your firm taking to achieve this objective?”
Digital leads the experience improvement list
Base: global business and technology influencers and decision-makers whose firm prioritizes improving the experience
of their customers (1,000+ employees)Source: Forrester’s Business Technographics® Global Priorities And Journey Survey, 2015
54% say
technology is the
biggest barrier to
successBase:115 Digital Experience Decision Makers
Source: Forrester’s Q1 2016 Digital Experience Delivery Online Survey
© 2016 Forrester Research, Inc. Reproduction Prohibited 8
Why? Content and data are siloed across the customer journey
© 2016 Forrester Research, Inc. Reproduction Prohibited 9
But firms don’t want monolithic suitesWhich of the following are important when selecting a solution? (Multiple responses accepted)
Base: 113 digital experience delivery decision makers
Source: 2016 Digital Experience Delivery Online Survey
6%
7%
11%
19%
22%
28%
28%
31%
45%
55%
Other
Getting all components from a single vendor (bundle)
Vendor I've worked with before
Availability of service provider partners
Easy to find developers for the products
Vendor with a significant market presence in my industry and region
Low cost relative to other solutions
Being able to deploy in the cloud
Using best-of-breed applications
Easy to integrate among front-end components
© 2016 Forrester Research, Inc. Reproduction Prohibited 10
The solution: Digital experience platforms
© 2016 Forrester Research, Inc. Reproduction Prohibited 11
Key characteristics of DX platforms
Cloud-based
Modular
Streamlined
content
Digital asset management (DAM) Software that enables the creation,
management & retention of rich media assets critical for digital experiences.
© 2016 Forrester Research, Inc. Reproduction Prohibited 13
DAM is a critical content component
© 2016 Forrester Research, Inc. Reproduction Prohibited 14
DAM takes rich media content siloes ….
Web CMS
Commerce
Social
PIM
Web CMSCMP
Portal
Campaign
Social
Campaign
Portal
Web CMS
© 2016 Forrester Research, Inc. Reproduction Prohibited 15
…and creates a hub/spoke content model
Social
CMP
Portal
Digital asset
management
Social Campaign
Web CMS
PIM
Commerce
© 2016 Forrester Research, Inc. Reproduction Prohibited 16
DAM also centralizes rich media content processes
Content planning
Content approval
Content creation
Content collections
Content
localization
Archiving
Digital asset
management
Where can you get started with DAM for
DX platforms?
© 2016 Forrester Research, Inc. Reproduction Prohibited 18
Getting started with DX platforms
› Consider DX platforms as a solution architecture, not a
monolithic platform
› Define the breadth and scope of your DX platform
› Consider what are the anchor tenants of your platform.
If content is critical, prioritize best-of-breed content
solutions.
› Source capabilities together if and when the business
needs make sense.
But…won’t integration get messy?
Source: Flickr
© 2016 Forrester Research, Inc. Reproduction Prohibited 20
Alleviate the integration burden
› Consider modular DAM solutions with open, RESTful
APIs
› Prioritize DAM solutions with packaged connectors or
accelerators to critical delivery solutions
› Consider how the DAM vendors will keep you on
upgrade paths for connected solutions
› Investigate the DAM solution’s services partner
network so you can find resources to help
The pivotal role of DAM in the DXP
Davina Erasmus
11 October 2016
If you get it wrong it’s just a lot of noise
Building Digital Experience is Crucial
Building Digital Experience is Challenging
It requires flexible orchestration and collaboration
All held together by a content strategy
The perfect storm: agility to innovate
Connected processes
Processes that can work across functional areas
Micro-moment-purposed content
Content that recognizes and works with channel
The right people connected
Collaboration across channel
To create synchronized journey experiences
Ensure that your DX platform fits your business needs
And can adjust to your changing needs
So how does a DAM help you to make this reality?
The Single Source of Truth
DAM is not just the central repository of your assets
It is the single source of truth for your forward-facing units
It is the place where what has been collaborated on is stored and maintained
It is also the place to localize and to keep records of localizations and variations and their usage
Orchestrate Agility
DAM is the logical place to orchestrate agility
Enabling temporary units
Focus the talent you have into creating great things together when you need it
And maintain integrity
By creating shared views or workspaces where ad hoc and temporary teams have access to shared content and can work together to create shared experiences
Connect your ecosystem
Increase efficiency, make it easier to innovate and find that perfect fit by connecting the right people to each other no matter whether they are internal or external
Ensure that all your channels are connected and enabled –whether they are own channels or third party
Connect the third party systems through standard integration points such as REST APIs, extension models and ETL tools to connect without customization
Look for ways to be able to standardize or abstract formatting or syntax fit to allow multiple connections with least product impact
Content that speaks for itself
DAMs also provide the ability to enrich content so that it contains the data required to connect the content to the context
Allows you to create content for the micro-moment regardless of the channel
DAM has a pivotal role in the DXP
DAM makes it easier to create synchronized experiences by connecting the people, systems and process to content that knows when, where and how it can be used
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