HintTech WCM and DAM integration

Editor's Notes

• #2: Thank you very much Cindy, and thanks to those that have taken time from busy schedules to join us today. My name is Derick Price based at HintTech in the UK, also joining me today is Bart Omlo from our office in Sweden.We have limited time today for what can be a detailed subject, so we will be keeping the discussion at a high level. We hope you find it informative and there will be opportunity to discuss raise questions at the end of the session, and to contact us for any specific needs after the session.
• #3: In todays session I will introduce HintTech for those of you who have not worked with us before. We will review the questions that we are looking to answer in todays session, and take a look at the role of web content management and digital asset management in enterprise organisations. Next we will look at what are the seven c’s of Content. It is still mostly all about content, but what else should be considered?Importantly we will look at what is the business case and the overall benefits to a connected strategy before I pass you to Bart to look at the options of how far you can go in such a project.Finally we will conclude by looking at the answers to the questions we raised at the beginning of the session and open it up to you guys to ask any questions.
• #4: HintTech have been around for 15 years, and we have worked on projects with likes of ING, Microsoft, HP, AIG, Essent, Canon, HMV, Unilever, Rabobank, Essent and Walmart to name but a few as clients. We have been ADAM partners since 2008 and have an offering that has grown to offer the full range of ADAM services from Consultancy, Implementation and systems Customisation through to Integration and ongoing support. We are the largest SDL Tridion part ner in the world, which is an enterprise level web content management system for those that are not familiar, as well as a partner with various other WCM application vendors. We are also a Microsoft Gold Certifien partner. We have locations in the Netherlands, UK, US and Sweden that gives us a global presence where we typically are involved in enterprise projects.
• #5: So what are the questions that we are looking to answer? Often, either from an existing client that has a web content management system, or a client that has a digital asset management system, we are approached with these questions. In many cases the same questions arise in a more formal manner through a request for proposal or an invitation to tender. It is common as you can imagine for the request to be confused as there are so many iterations of what is a WCM or a DAM, compared to lets say a CMS, an ECM, a MOM, MAM, PIM, Digital Archive or any other acronym for a Media Management System. Indeed, sometimes the industry can be a minefield of Acronyms...what is important for you is that you understand what your business needs, and how in practical terms the system will be used. For example: What existing systems are in place? What is the impact of change? Who are the stakeholders in the project that need to be involved in the project, and at what stage to you introduce them? What is the business workflow you are looking to introduce or in other words: what do the user scenarios look and feel like?We will take a look at the answers to these questions as we run through this presentation today.
• #6: So lets take a look at web content management is and how that relates to digital asset management
• #7: These to us are the normal roles of Web Content Management Systems and Digital Asset Management Systems. They tend to vary depending on your level of on-line presence, size or organisation andso on. Typically HintTech are involved in large web content management projects where there are multi-lingual requirements and multiple site needs. The role of the Web content management is to Engage with your client via on-line and mobile methods, to react to that bi-directional integration in order to understand your consumer and to communicate and interact via your chosen channel of communication through Email, e-commerce and social media. The role of digital asset management typically is to manage the supply chain from digital media through to print and packaging. To centralise content, manage brand and control process by generating business workflow. Ultimately digital asset management is there to deliver control of your digital media.As time progresses the more sophisticated the systems become. It is important that your organisation understands what it needs from each system, and how it is or will be used.
• #8: The opportunities for integration are wide, and HintTech are as vendor agnostic as is possible. Sometimes a client can have 5 or 6 legacy systems that have business critical roles that each system is responsible for. For example a stock management system, which has images that need to be referenced from the digital asset management system, and content stock counts that need to be served to your web content management system for e-commerce. In other cases it could be that they have a catalogue or collections system that stores information that needs to be referenced. In some cases there is an existing digital asset management system, others an existing web content management system. Rarely are two scenarios the same.The first question that is always asked by us if ‘Does that system have an API’. That is an Application Programming Interface that enables our developers to ‘connect’ to the functionality and data that is held within that system. If it does that makes things simpler for us as we can customise, connect or integrate without there being any concern or risk of upsetting the stability of that system or the functions it performs. If there is no API generally we will need communication with the vendor of that system, and although integration is possible, it can take longer andin many cases has to be limited in functionality and can be difficult to support long term as the vendor themselves publish upgrades and change functions.In this diagram I have shown some common systems…ADAM as the DAM system, SDL as the WCM system (but we also work with othe WCM systems such as Sitecore, Hippo and Episerver). SAP is represented as we have clients that use this for ERP, and there is a connector published by ADAM to SharePoint which amongst other things is often used for our clients Intranet.Hint Techs role in this scenario is to provide the knowledge and resource to implement, customise and integrate these solutions. I often refer to this as ‘providing the glue’ that makes things happen.
• #9: There was an article published by Forrester in 2011 which has some strong relevant links to this subject. if you want a copy please feel free to let us know and we will get it to you by email.
• #10: The report makes the obvious statement that content is still king when it comes to any Web Content Management Strategy, but that there are another 6 ‘C’s that have to be considered. In fact in this diagram I swapped our Creation for Centralisation to make it more relevant to digital asset management so you could argue there are 8.What is important in looking at content in this way, the synergies with DAM become very clear. The content.....
• #11: So what are the business benefits of an integration project for the enterprise?
• #12: There are always two level of benefits in my mind, the tangible benefits that can be seen, reported on directly and accounted for, and those intangible benefits that are a little harder to quantify but equally as important, and long term even more valuable.The tangible benefits include centralisation that enables you to achieve what we call ‘one version of the truth’. The ability to be able to search and find assets in the DAM though your Web content management system quickly and easily. Because the digital asset management system is regimented by workflow, version control and holds rights management information, you can be sure that the right asset is being used for the right task and the right audience at all times. This removes mistakes and makes you more efficient.Industry research states that on average 30% of all content is recreated simply because it cannot be found or is otherwise mismanaged. One of the fundamental return on investment points for digital asset management is that this issue is averted, if not fully at least in the most part. By connecting your systems together this benefit carries over to your web content management systems and processes. The knock on benefit of course is that your speed of output to your marketing channels is improved significantly.The intangible benefits are achieved also such as better brand management, and more consistent messaging to its intended audience.
• #13: And now I would like to pass you across to Bart Omlo. Over to you Bart….Thank you, Derick!In my part, I would like to give you a short explanation how you can connect your WCM and DAM together using brand management as an example.As you will see, there are several options to integrate: From a more basic version to a fully integrated solution.This all depends on how far you want to go…(Click)
• #14: Most Enterprise organizations currently have a WCM that suits there needs.This could for example be an SDLTridion, OpenText, Episerver or Sitecore solution, but there are of course many other options.(Click)Organizations use their WCM to manage their website, e-mail marketing, mobile site etcetera.The WCM itself contains nearly all relevant data such as text, images, videos and acts as a tool for online brand management.(Click)
• #15: In the last few years, you see that also more and more organizations acquired a digital asset management system, such as ADAM, to manage their marketing information.(Click)Most systems have a place to easily find, extract and manage assets (such as the Asset Studio in ADAM), manage products with all relevant information (such as the Product Information Management Studio in ADAM) and use it to directly create and print marketing information (using something like ADAM Docmaker as a Web2Print solution).(Click)
• #16: Organizations that are using a combination of both, most of the times have no or a limited integration between two systems.Items are saved from a DAM onto a desktop or in a file system, uploaded in the WCM and used for the online channel.(Click)In practise, it means that many organizations manage their brands in two locations with two groups of owners.And I don’t have to explain what that potentially could mean for your brand consistency…(Click)Integrating both solutions is the key to improve this situation. Your brand is management from one solution (your DAM) and used in the other.(Click)
• #17: This not only solves the risk for having an inconsistent brand, but also limits the effort to manage it from two solutions.It also means that people can keep working from their own comfort zone, where web editors can use their WCM and use items from the DAM.Integrating the products can be done on various level which is not only limited to the technical openess of the solutions, but also on the level of integrating the business can handle. I will come back to that after explaining the possible ways of integration.(Click)
• #18: There are three high level options to integrate a WCM with a DAM which I will discuss in more details.(Click)First of all, you can create an integration where you pull items from your DAM solution into your WCM. A connector will be created where web editors can easily browse in the DAM and upload items in the web page.(Click)If you extend the first option, you can create a deeper integration where you also pull assets from ADAM but keep a relation between the file in your WCM and the DAM for future updates. I will explain that in more detail in the upcoming slides.(Click)And finally, you can create an integration where you keep all assets in your DAM and use them on your web page. This integration requires not only a solid architecture, but also a clear ownership of the material. I will also come to that. Let’s explain it in more detail.(Click)Take the ADAM website(Click)Assume the web editor wants to update the page with a new ADAM logo that a designer uploaded in ADAM(Click)Which should result in a new updated website(Click)
• #19: So , we have your integrated solution(Click)With the ADAM logo(Click)That is updated by the designer(Click)In the first option, the pull option, the web editor browses in ADAM using a nice browsing window which has been created in the WCM as part of the integration, selects the logo and uploads it into the WCM.After publishing the logo is shown on the page(Click)Benefits of this solution are the fact that web editors can easily find the new logo and always use the latest (approved) version.By making a button or browsing area in the WCM, the web editor can keep working in his own comfort zone.Disadvantage on the other hand, is the limited brand control with this integration. The logo is still uploaded in the WCM and can be modified after uploading.(Click)
• #20: To keep more control on brand consistency, a deeper integration can be established where a relation between the file in the WCM and ADAM keeps existing.(Click)A web designer still browses for the file in ADAM, picks the logo and uploads it into the WCM, but the system automatically fixes the related with the items in ADAM.(Click)Benefits of this integration are that it is easier to keep track on the use of the logo on the website by for example being able to create reports showing how many times the logo is used, but also have an option to have the system automatically (or manually) pick the latest version from the logo when the page is re-published.Downside is that it still creates duplicate versions of the file in both the DAM and WCM and could potentially be used on other pages or modified without updating the information in the DAM.(Click)
• #21: Duplicating can only be prevented by really using ADAM as the single source of information for all items and create a relation where the file will not be uploaded in the WCM…(Click)…but use the DAM as database for the online channels.(Click)This way of integrating both solutions makes sure that all items are stored in one location and your brand is managed in one place.A big remark to this integration is that the architure of the solution needs to be well designed where the DAM is accessible by the WCM in the web environment.(Click)
• #22: As stated earlier, it all depends on how far you want to go with your integration.Some remarks can be made on this.(Click)The level of integration really depends on the openess of the solutions.As you know, ADAM is known for its open API which means that ADAM does not limit the integration options. This means that it all depends on the possibilties of creating an integration with your WCM. If required, we can help you determining what the options are with your WCM where it is good to know that some integrations already have been developed (such as with SDL Tridion).If you want to go for a full integration, be aware that this requires a solid infrastructure where both accessibility, data exchange and performance is well arranged. Another important part is making sure to have a clear ownership of the assets. Who approves new designs, what happens if new items are automatically published and can workflows be integrated? Too much to discuss right now, but a part of choosing the level of integration.When developing a integration, make sure to create a generic connection. In this way, you will be able to update or replace your WCM (or DAM) without problems and keep the advantage of the integration without having to redevelop it again.Lastly, it will be possible to choose a phased approach. Start with a limited integration to create buy-in for a further integration and be able to directly keep more control over your brand, and improve over time with a deeper integration.As you can see, everything is possible as long as you decide how far you want to go, both from a technical and a business perspective.Although there is much more to tell about integrating the products, I hereby conclude the high level explanation and pass it back to Derick. (Click)
• #23: Thanks Bart………
• #24: I am going to revert to the questions that we are looking to answer at the beginning of the presentation.There are many subjects to be taken into account when looking at ‘realizing the value of web content through digital asset management’. In our experience it is rare that an enterprise organisation is in the position to change or introduce multiple systems at the same time, be that due to the financial or operational impact of such a decision. When you look at the marketplace there are vendors who state that they can offer a one stop solution for web content management and digital asset management. What you should consider if whether they can truly offer the depth of functionality that individual ‘best of breed’ vendors can offer. Additionally, consider the impact that integration with other business critical solutions could have, for example with stock management systems, PIM solutions or maybe even an existing or pending Microsoft Sharepoint project.Always look at the openness of each system. Do they have a published API ( an Application Programming Interface). Can you easily customise the system or are you reliant fully on the vendors next release? How does the vendors release roadmap affect your project? In this sense, is the solution that you are putting together future proof?The ROI will differ for each company, and it is worth taking it a step at a time. HintTech offer workshops and consultancy sessions to look at that business case, and are able to work with you to create Functional Specifications that are built for your needs; quite often we work on smaller proof of concept projects to help you show a case intrnally. I invite you to get in contact and speak to us directly with any specific area that we could help you with.And that completes our presentation. I would like to thank you for your attention and now we will move on the Q&A session. I believe Cindy has been taking some notes?