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

Email

Commerce

Social

PIM

Web CMSCMP

Portal

Campaign

Email

Social

Campaign

Portal

Web CMS

© 2016 Forrester Research, Inc. Reproduction Prohibited 15

…and creates a hub/spoke content model

Social

Email

CMP

Portal

Digital asset

management

Email

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

forrester.com

Thank you

Anjali Yakkundi

ayakkundi@forrester.com

@Ayakkundi

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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