Deliver Cost Reduction and Content Reuse Without Tearing Your Hair Out


Thu 13 July 2017 By Uri Kogan

Note: this is the 5th post in our series on thriving in the content tornado. Previous posts focused on:

  1. The content tornado
  2. Gaining adoption for solutions
  3. The folly of trying to centralize all your content in one place–and what to do instead
  4. Leveraging cloud power and cloud services to make DAM easier and more effective

Recently published research from IDC shows that a good system for managing content across the enterprise cuts content creation costs by 28% on average, by reducing the creation of assets that are never used, and using the same assets multiple times.[1]

IDC also found that teams get a 34% boost in productivity, on average, by spending less time searching for content, accelerating review and approval, and improving collaboration.

(We just did a webinar with the author of the IDC Technology Spotlight, Melissa Webster. You can watch it here.)

Let's take a look at one of our customers as an example of these benefits in action. We are working with an ad agency that's had a decades long relationship with their client in the consumer technology space. They are really focused on making digital assets easier to manage, to reduce cost and boost productivity. There are three projects with them worth explaining:

The first project they did with Nuxeo was an archive of 10,000 TV commercials representing decades, covering a wide range of products that the client or even creative teams would often request. Those commercials were historically spread among different suppliers and production houses, and it would take a great deal of work to find and request any given spot.

By making it possible to see all of them from one interface, they are much easier to find, saving a lot of time and headache, with no software development required from IT.

The second project at this agency is building a system to manage 500,000 user generated images, with thousands of new ones added daily. Can you even imagine trying to describe half a million images one by one?

The keys to success of this project are making it easier to find the few needles in a large haystack of mostly lower quality content. Success requires a system that can scale to meet the volume, of course; that's easy to browse and search; but most importantly, that has a way to classify images really quickly, so they are easier to find later. We are working with the agency now to implement the artificial intelligence tagging I spoke about earlier, which would dramatically reduce the burden on their team.

The third project we're working on is for work-in-progress assets from commercial shoots. Keys for success here are speed, being able to manage variable loads on the system, and some workflow to make it easy for content to move through the relevant steps, all geared toward accelerating production time and productivity.

In my next post in the series I'll talk about the perils and pitfalls of workflow as it's been done historically, and suggest a better path.

[1] IDC Technology Spotlight, sponored by Nuxeo, Rethinking DAM in the Age of the Connected Customer Experience, May 2017.


Tagged: Digital Asset Management, Content Tornado, Insight