Using Metrics In DAM And Related Technologies To Optimise Marketing Operations
ConceptShare, who have been busy signing up swathes of DAM vendors to re-sell their approvals system by integrating it into their DAM solutions, have provided a case study written by their boss, Nish Patel, Improve Process and Performance with Creative Operations Metrics. Case studies can often be turgid affairs where the vendor rambles on about how much monopoly money they claim to have saved their client. They are frequently about as fictional as the numerous ‘me too’ ROI infographics doing the rounds in DAM right now. However, this one is a lot better as Nish has concentrated on how you can use your investment in their technologies to collect metrics to optimise your marketing operations and approached the subject from a more practical perspective than is generally the case.
This quote from is about how the retailer who are the subject of the case study were able to gain improved insight into their processes:
“This insight gave the creative and traffic teams the data they needed to identify a bottleneck in their process. It also gave them the proof they needed to motivate change during the Creative Brief stage. Since this insight was discovered and changes were made, they have seen a significant decrease in the number of change requests for Business Unit A email marketing projects. It’s still not where it needs to be, but it’s trending much closer to the average, and it’s helping to improve performance of their primary metric, the number of change requests. Thanks to these improvements, their team is trending towards achieving their goal of a 20% year-over-year reduction.” [Read More]
This seems to be another situation where the ancillary vendors in DAM understand what the ultimate end users want to do better than their vendor customers. Part of the reason is maybe that the companies involved are smaller and therefore need to have a very good grasp of their own value proposition in order to sell it. Another possibility (and the one I favour) is that their ability to focus on a more specific and better defined problem helps them to provide effective solutions for it, which they are therefore more confident about offering to others.
A few months ago, I wrote an article about analysing metrics from DAM systems for DAM News. This is where the ROI from DAM really happens – it’s the analytical stage once you have rolled out solutions to end users and either it is working or is not. It isn’t any surprise that some DAM vendors prefer to sell you the pre-implementation ROI fantasy rather than the post-implementation fact as the latter is both harder for them to control and potentially uncomfortable, but that is ultimately where your focus as an end user needs to be.
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