digital strategy Tag

DAM New York 2019 is now in our rear view mirror and it’s taken some time to fully process the experience. Attending as a sponsor requires a lot of preparation. It’s as if you’re throwing a party, cooking dinner, singing and greeting guests all at the same time. Still, we were excited to learn and collaborate with other DAM enthusiasts. Librarians, archivists, designers and more- we had a great time, met interesting people, learned lots and were absolutely ready to hit the ground running (after a weekend to rest). There’s a lot to unpack but here are a few observations after this event.

Useful AI in DAM is right around the corner

Artificial Intelligence is at the forefront of just about every technology gathering today. Gatherings such as the Henry Stewart DAM event are integral for the development of this cutting edge capability. We heard ups and downs of allowing AI to identify objects and tag content. In my experience, the most successful application is with a touch of machine learning (ML) and a hint of human intervention. The balance between AI/ML and human intervention is going to be a delicate one. A slight error can take the AI into a tailspin of poorly tagged content. Too much human intervention becomes counterproductive. We’re seeing machine learning take large strides to close the gap between what has to be trained and what’s ready ‘out of the box’. I’m excited to see how this technology develops. For now, I see digital workers playing a big role in augmenting the ‘human’ intervention as this application of AI is fine-tuned.

It’s not about the feature, it’s about the result

Yes, I realize my last observation was about a technology feature. At the end of the day, the technology we use is a tool to enable results. It’s a tough idea to completely embrace. Most people who attend a conference on Digital Asset Management are genuinely excited about where the industry is going. We get fixated on every new feature and all of the shiny new objects. This is the kind of passion that makes these events so much fun to attend. It can also be a barrier to adoption. Our users haven’t spent their professional lives understanding the impact of governance on scaling across the enterprise or why metadata matters in your archiving strategy and measuring campaign performance. Instead, our users have their own work to do and their own goals to accomplish. Unless we can show how it impacts the results, each feature is just a button that may end up skipped or worked around.

Governance without adoption is just a bunch of rules

During a panel session, someone asked me about how to actually get your users to buy into your governance model. In fact, this question was asked many different ways throughout the conference. The usual formula for implementing DAM is Scale = Structure + Governance. You figure out how it works on one team, document it and use those steps to bring on the next team. Rinse and repeat until you’ve taken reached every team and it’s instant scale, right? Well, that’s how governance grows. That’s how you grow the rule book. We need people to use the DAM to say we’ve really achieved scale. My response to gaining buy-in was simple: try to avoid saying “you have to”. To some extent, it’s really that simple. In practice, however, it’s much easier said than done. The reasons we face resistance vary greatly between groups and individuals. Sometimes it’s about understanding the bigger picture, other times it’s about enablement or awareness. There’s no hard and fast rule for making sure adoption happen smoothly. It’s a matter of understanding people and managing change. We’ll be exploring this topic in greater depth during a roundtable discussion at DAM Europe next month. I encourage you to stop by and listen to others’ experiences with this very topic.

 

If you won’t be in London or have comments/questions, reach out via LinkedIn or email me at nrashid@leappoint.com

The transition to digital technology has disrupted nearly every industry. In today’s marketplace, change is no longer optional. Organizations that fail to embrace the digital transformation of business simply can’t compete. Some companies have attempted to move towards digital technologies, only to see their projects fail. Unfortunately, they took a technology-centric approach to convert their business practices. But successful digital transformation isn’t determined by your technology or your strategy – it is determined by the people who make up your business.

The power of human capital

The secret to successfully shifting organizational culture is the same whether you want to improve engagement levels or enhance digital prowess: strong, inspirational leadership at every level of the organization. From the top down, your management team must be capable of making a business case, influencing culture, and connecting with employees on a personal level. With the right leadership, transparent communication, and a strong focus on business solutions, your company’s transition to the digital world is sure to be a win.

Including the right internal resources

One of the biggest mistakes that transformation teams make is not having enough of the right internal people in the mix. The digital transformation of business appears, at first glance, to fall squarely in the IT department’s span of control. Though technology professionals play a critical role, there are a variety of additional internal resources that must be included in your project team. For example, you must enlist assistance from leaders with decision-making authority on operations, quality, and budgeting. Nothing slows a team down more than spending weeks developing a solution that doesn’t meet the needs of the business.

The most effective transformation teams understand that a collaborative approach is the best way to ensure all staff members are on-board. Enlist help from highly-engaged staff members at every level of the organization to take ownership of the digital transition. These early adopters are the first to test new technology, and they can be relied upon to train and encourage their colleagues. By including these individuals on the project team, the transition moves quickly and efficiently through the organization with minimal resistance.

Creating the most effective partnerships

Partners from outside the organization are critical to your success. Of course, this depends on the experience and expertise they bring to the table. Yours is not the first company to move towards digital transformation, and there is no need to reinvent the wheel. Connect with subject matter experts that have developed solutions for a variety of businesses similar to yours. These specialists make it easy to bridge the gap between technology and its deployment.

When engaging partners from outside the organization, thoroughly vet prospects as you would any other business relationship. You are making a significant investment in digital technology, and these individuals can dramatically influence your eventual ROI. Examine previous projects and gain a deep understanding of their successes and failures with other companies. Determine whether potential partners have appropriate capabilities for organizations that are similar in size and volume.

Depending on the product or service you offer and the clientele you serve, your needs will be markedly different. Make sure prospective partners have the experience and expertise required to create solutions that are right for your business.

Learn more about moving your business to the digital world – explore our services and products at www.leappoint.com.