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© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
USING ML TO ENHANCE YOUR CONTENT WORKFLOWSAdam J Crane, Dell | Glen Lawson, Adobe
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
People and ProcessDell’s journey into dynamic content delivery and enhanced metadata management
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Content EcosystemSingle system for content creation and management at Dell.
Enable Dynamic Content Delivery
Move to improved Marcom tool set
Connect to Marketing Automation
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Project Mandate
One Dell DAMCreate single source of truth for assets at Dell and
implement dynamic delivery system.
Cloud-based, Adobe Experience Manager Assets Software
Dell IT supported and funded
APIs to Top Tier Dell Applications and CMS systems
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What’s in it for me?• Be recognized as a leader and influencer in your BU, group and region for all things DAM related • Build your network to engage on a key transformational initiative for next-gen marketing• Gain development experience in solution testing, training program delivery and coordination and change management• Serve as the “eyes and the ears” for the DAM Core team to ensure the user community adopts the new solution
SME networkGlobal network of individuals across roles and regions to support the DAM Core team, share observations and increase engagement and readiness for the change with the rollout of new DAM.
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
What we do
Launched single source of truth for Dell content• Launched, manage and operate Dell DAM for 11K+ users
Organize chaotic content• Taxonomist and digital librarians bring order to chaos across applications
Deliver content• Manage dynamic product feeds and building for future content ecosystem
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Digital Asset ManagementBEFORE AFTER
• Dell assets stored in different locations globally• Supported < 3k active users w/out SSO• No standard governance or archival process• Poor search experience and asset findability• Time-consuming, asset replacement process for Dell.com• Difficult to share assets• Laborious marcom asset production process• No user satisfaction tracking survey
• Single repository for Dell Technologies assets • Support > 11K active users with SSO, 1200 unique visitors/week• Pro-active governance to archive outdated assets• Improved taxonomy for enhanced search experience• Automated Dell.com image replacement from 1 month to 24hrs• Implemented Asset Share Link supporting Marketing Playbooks• Automatic asset resizing, saving 10K hours of work/year • Incremental increase on user satisfaction from Q1 to Q3
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Dell DAM Dell Author DAM
DAM workflow
Asset & metadata upload to Dell Author DAM
Authors
Asset & metadata review + Publication to Dell DAM
Librarians
View and download assets
General Users
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 9
Tame the Great Metadata Wilderness!
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 10
Start at the end. What are your goals?
Avoid repeating mistakes
Train everyone about the importance of metadata.ORGANIZE
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 11
PREPARE
Examine your existing content
Talk to your users about data, not just U/I and workflow
Hire a (metadata) guide…or train one
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 12
Prioritize the must haves
Open communications about metadata
Clean data as needed
L AUNCH
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 13
Provide updates on the journey
Encourage and welcome conversations with users
Start your own conversations
TAKE ACTION
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 14
Scrutinize any advice
Test with purpose
Triangulate your data
DISTRACTIONS
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 15
Built for success
Strong Foundation
Rinse & Repeat
DISCOVERY
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
TechnologyFeatures to empower your content process
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 18
1 Contextual Metadata
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
VS
Contextual Metadata Metadata Schema Editor
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 20
2 Smart Translation Search
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 22
3 Custom Smart Tags
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 23
Metadata must be specific
Smart Tag: Shoe Smart Tag: Shoe
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24
Make it smarter
Custom: Football Boot Custom: Runner
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 25
4 Smart Crop
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 26
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Smart Crop
© 2018 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 28
Encourage Adoption
Save Time
Do MoreWith Less