Measuring digital asset management ROI
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Getting at DAM ROI Widen Webinar January 13, 2017
Transcript of Measuring digital asset management ROI
Getting at
DAM ROIWiden WebinarJanuary 13, 2017
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How can you and your organizationdemonstrate a positive ROI for DAM?
Nina Brakel-SchuttPresenter, Brand Strategist
YOUR WIDEN HOSTS
Jake AtheyPresenter, Director of Marketing
● Building the business case
● Top functional areas driving ROI
● Customer ROI stories
● DAM ROI models
● DAM admin ROI
● How do you justify DAM?
Today we’ll explore:
TODAY’S AGENDA
What’s your ROI story, challenge or need?(BE READY FOR AUDIENCE PARTICIPATION AT THE END)
?
AUDIENCE PARTICIPATION
BUILDING THE BUSINESS CASE
BUILDING THE BUSINESS CASE
Increase marketing
efficiency and effectiveness
+ =+Connect to
revenue opportunities
faster
Improve brand
consistency
Build brand equity
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TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
GovernanceUser roles and access controls
TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
GovernanceUser roles and access controls
Metadata and taxonomySearchability and organization
TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
GovernanceUser roles and access controls
Metadata and taxonomySearchability and organization
Automatic processingConversions on-the-fly
TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
↑↓
GovernanceUser roles and access controls
Metadata and taxonomySearchability and organization
Automatic processingConversions on-the-fly
Create Once Publish EverywhereSharing, linking, embedding
TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
↑↓
AnalyticsPerformance insights
GovernanceUser roles and access controls
Metadata and taxonomySearchability and organization
Automatic processingConversions on-the-fly
Create Once Publish EverywhereSharing, linking, embedding
TOP FUNCTIONAL AREAS DRIVING ROI
DAM Foundations
↑↓
CUSTOMERROI STORIES
REAL WORLD ROI
Strategic Partners, Inc. designs, manufactures, and distributes medical apparel, medical footwear, and school uniforms.
REAL WORLD ROI
ROI = Added service to the customer
THE NEED
Stop banter between customer service and marketing, not meeting customer
expectations, and finding higher res images.
THE JUSTIFICATION
The need to the customer only. If the DAM is needed, the organization will pay for it.
REAL WORLD ROI
1DAM is an added value or service they offer to customers – an added benefit to doing business with Strategic Partners
They position DAM internally as a “disaster recovery” expense to finance and operations
They justify DAM to marketing by the features and functions, their branded landing page, and the ability to measure adoption
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ROI
REAL WORLD ROI
The Door County Visitor Bureau promotes the development and marketing of Door County, Wisconsin.
REAL WORLD ROI
ROI = Saved time and better media coverage
Average time spent on marketing activities after DAM
30 mins.
SEARCH AND SHARE EMAILING JOURNALISTS
5 mins.Cut by 50% Using Guest login
REAL WORLD ROI
ROI = Saved time and better media coverage
Percent of media contacts referred to DAM
CONTACTING MEDIA
50%Directed to assets in DAM
or sent a collection
REAL WORLD ROI
1 Metadata in photos saves hours of search time
More photos for a journalist to pick from because they’re laid out (easy to see and select) instead of a zip file, like in the past
Promotes media coverage when journalists can easily access images in minutes through their public collections
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ROI
REAL WORLD ROI
Trek is a global bike and cycling manufacturer with dozens of subsidiary offices and 80 distributors around the world.
REAL WORLD ROI
ROI = Stakeholder work empowerment
THE NEED
More than ½ of their users are outside the US and need to access and download assets in whatever format necessary.
THE JUSTIFICATION
The ability to quickly share files with stakeholders all over the world, so they get what they need when they need it.
REAL WORLD ROI
1Portals save time downloading and searching because all assets for a campaign are delivered through one method, whereas in the past it was Sharefile this, Dropbox that, or email this, etc
A more streamlined delivery system now
Portals share private files with employees and Spotlights Collections and Categories for everyone
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ROI
REAL WORLD ROI
Boston Ballet is a professional classical ballet company.
ROI = Expected productivity gains
REAL WORLD ROI
95%
Hours expected to reduce in one year by...
SEARCH
50%
FEEDBACK & APPROVALS WEB PUBLISHING SOCIAL PUBLISHING
66% 66%
REAL WORLD ROI
1 Time saving estimated on team assessments of DAM and Workflow demos
Additional savings possible through error reduction and increased asset discovery2
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ROI
REAL WORLD ROI
JL Audio is a manufacturer of consumer audio products. They make marine, home, and mobile audio products. Best known for their subwoofers.
Catalog shots552 downloads
REAL WORLD ROI
Beauty shots19 downloads
ROI = Saved time and money on photoshoots
REAL WORLD ROI
1 Helped them decide to cut back on the amount of "beauty" shots
Able to save time and money retouching unused beauty images
Focused "beauty" shots on their own internal needs, and didn’t have to over-produce them
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ROI
DAM ROI MODELSAND INDUSTRY BENCHMARKS
WARNING! Math needed ahead
DAM ROI MODELS
“Search and share” time savings
See: http://digitalassetmanagement.com/roi-calculator/
DAM ROI MODELS
Asset fulfillment savings
DAM ROI MODELS
Asset creation and repurposing savings
DAM ROI MODELS
See: http://digitalassetmanagement.com/roi-calculator/
Active asset repurposing and fulfillment savings
DAM ROI MODELS
2TB (2,097,152 MB)
30 MB (est. avg asset size)[69,905 assets]
( ) : 3 (avg active
assets)X 3
(avg repurposing
rate)
X 4(avg
minutes to fulfill)
X $22/hr.(avg
designer wage)
=ANNUAL SALARYSAVINGS
(12 Months)=
$$ PER MONTH SAVED IN MANUAL FULFILLMENT COSTS
Active asset repurposing and fulfillment savings
DAM ROI MODELS
Estimated Average Annual Subscription ($30,000 for DAM)
Monthly fulfillment cost ($8,543 per month)
= 3.5 months (241%)(Time to Return on Investment)
TOP INDUSTRY STATS
Active asset repurposing and fulfillment savings by industry
Avg. Total Assets
Avg. Total Storage (GB)
Avg. Total Downloads/yr
Avg. Repurposing Ratio
1. Higher Ed 51,407 530 15,295 1.70
2. Healthcare 27,492 422 20,821 1.28
3. CPG 23,721 482 61,806 7.38
4. Agencies 74,797 1025 15,801 0.73
5. Tourism 16,179 1,413 25,126 2.55
TOP INDUSTRY STATS
Higher Education
9MONTHS
to ROI
TOP INDUSTRY STATS
Healthcare
8MONTHS
to ROI
TOP INDUSTRY STATS
CPG (Consumer Packaged Goods)
3MONTHS
to ROI
TOP INDUSTRY STATS
Agencies
9MONTHS
to ROI
TOP INDUSTRY STATS
Tourism
7MONTHS
to ROI
BEST-IN-CLASS DAM ADMIN ROI
REAL WORLD ROI
Companies with admins who dedicate > 50% of their time vs. < 50% of their time
20%
Have at least 1 person who dedicates > 50% to DAM
80% Have at least 1 person who dedicates < 50% to DAM
(62% are less than 20%)
REAL WORLD ROI
Companies with admins who dedicate > 50% of their time vs. < 20% of their time
Admin Time Spent
Total Assets
Total Downloads Last 12 months
Average Repurposing Ratio*
Total Users Average Asset Consumption Ratio**
> 50% Time
94,860 119,107 4.8 1,385 164.4
< 20% Time
31,602 25,240 2.2 841 74.3
*Repurposing Ratio = Average number of times an active asset is downloaded
**Asset Consumption Ratio = Average number of downloads per user who logged in at least 1 time in last year
OUR CONCLUSION?
Companies with dedicated adminssee a greater ROI
OUR CONCLUSION?
What’s your ROI story, challenge, or need?
?
AUDIENCE PARTICIPATION
YOUR TIME
How do you justify time spent on DAM?
MONEY SPENT
How do you validate the spend?
TO LEADERS
What do you need to provide leadership?
How are you showing an ROI for DAM?
AUDIENCE PARTICIPATION
VISIBILITY
Content visibility, curation, and repurposing
MEASUREMENT
Content measurement and decision making
REPORTING
Tracking, reporting, and data aggregation
Other ROI from DAM
Questions?
● DAM ROI calculator by IO Integration: http://digitalassetmanagementsolution.com/roi-calculator
● Fractl content ROI calculator: http://frac.tl/content-roi-calc/
● Tools to help you calculate ROI of your content marketing: http://www.concentriccontent.com/tools-to-help-you-calculate-roi-of-your-content-marketing/
● HubSpot ROI calculator: https://www.hubspot.com/roi-calculator
DAM and Content ROI links
KEEP ON MEASURING
