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A Custom Technology Adoption Profile Commissioned By Nuxeo | June 2017

Unlocking The Power Of Digital Asset

Management Solutions

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OVERVIEW SITUATION APPROACH OPPORTUNITY CONCLUSIONS


Unlocking The Power Of Digital Asset Management Solutions

Enterprisewide DAM Solutions Are Critical For The Growth Of

Complex Organizations

Digital asset management (DAM) systems are not adequately meeting the needs of global enterprises.

Predicated on fixed notions of taxonomy and the types of content that can be uploaded into the system,

legacy DAM systems neither scale nor support enterprise transformation objectives. Large, complex,

living organizations require agile DAM that can work across data silos to create efficiencies, reduce

marketing and IT spend, and, ultimately, transform the business.

In May 2017, Nuxeo commissioned Forrester Consulting to conduct a custom survey of marketing

strategy and platform management decision makers across industries to explore how global enterprises

are approaching digital asset management. See the demographic breakdown for respondents below:

Region

› 69% United States

› 21% United Kingdom

› 10% Canada

Company size by revenue

› 64% $3B to $5B

› 36% More than $5B

Department

› 63% IT

› 37% Marketing

Job title

› 48% Director

› 34% Vice president

› 18% C-level executive

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Only 38% of firms have a single

enterprise DAM solution used

companywide.

Majority Of Firms Lack A True Enterprise DAM Solution

Currently, more than 60% of firms surveyed lack a single, companywide DAM solution. Among surveyed

global enterprises, the majority meet their digital asset management needs through multiple DAMs or

DAM-like technologies that provide visibility into most, but not all, assets. Very few (6% in total) cobble

together multiple tools without a single repository, or allow all departments to handle their asset

management independently, indicating that complex, global enterprises recognize the value of a

comprehensive DAM system, even if they haven’t been able to fully get there yet.

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Firms Struggle With Integration, Innovation, And Collaboration

Current DAM solutions fail to properly integrate and boost productivity of existing tools. When adopting

DAM solutions, firms most often struggle with integrating these new systems with their existing enterprise

tools, leading to an ineffective DAM. Enterprises are also butting up against employee collaboration taking

place outside of the DAM as well as the pace of innovation when it comes to technologies that assist their

DAM. As a result, organizations are held back by disconnected DAM systems that limit collaboration and

dampen efficiency — a problem for a growing business.

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Only half of firms are currently

work ing with third parties to

supplement internal skill sets.



Firms Prioritize Basic DAM Management

Enterprises appear to be in the early stages of their DAM

implementations. They are focusing on basic management activities

like monitoring system and usage analytics, training internal staff,

and crafting DAM strategies, instead of more advanced capabilities.

Even critical steps like creating a governance model for DAM usage

are only done at 59% of companies. This is a critical step to DAM

implementation as governance models empower users or other

applications to get to the right asset in the right format at the right

time, maximizing adoption.

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An additional 23% of firms plan

to bring on a third party service

provider to build out internal skill

sets.



Firms Will Attempt To Boost DAM

Strategies Over The Coming Year

In the next 12 months, many firms that are currently prioritizing the

basics of DAM management will shift their focus. A quarter of

respondents plan to create comprehensive DAM strategies,

automate content usage decisions, and create governance models.

In total, 50% of respondents plan to implement at least one of these

top three activities in the coming year. These planned actions

indicate that firms are committed to making their DAM systems work.

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Integration Technology And Advanced

Capabilities Are Sought In DAM Solutions

Given the challenges firms experience with integration, it’s not

surprising that some of the most important DAM solution

characteristics relate to integration capabilities — with cloud

services, creative tools, or existing enterprise systems. However,

given the level of agreement with the importance of all potential

solution characteristics, it’s clear that to be useful to enterprises,

DAM solutions must have multiple capabilities like advanced

taxonomy and search capabilities, scalability, and automated rights

and usage management.

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DAM Expected To Benefit Many Aspects

Of Business

Enterprises expect first and foremost to see costs savings as a result

of their DAM implementation. Though this is the most expected

benefit, respondents indicate that DAM has the potential to transform

more than just the bottom line. Improvement to customer

experiences, increased speed to market, and easier cross-

department content management are also expected by over 40% of

firms.

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Experienced Benefits Are Sometimes

Unexpected

For those firms that have already implemented DAM solutions, the

benefits to their business have been impressive, though not always

as expected.

Improved CX, for instance, is less likely to be a result of DAM

implementation than many expect: While 48% of respondents note it

as an expected benefit, only 36% actually saw improved CX as a

result of DAM implementation. Campaign uplift, on the other hand, is

a more commonly realized business benefit of DAM implementation

than many anticipate. Thirty-seven percent of respondents report

experiencing campaign uplift while only 30% expected it as a result

of their DAM. This may be a result of the fact that DAM solutions

allow organizations to track campaign analytics — like how well

agencies are meeting SLAs and how fast content is moving through

the system — more easily than CX effects.

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Project Director

Rachel LinthwaiteMarket Impact Consultant

Conclusions

Given the adoption of DAM solutions and their perceived business benefits, it’s clear that global

enterprises see the value in DAM implementation. Though they struggle with integration issues, firms

continue to seek the right solution for their growing businesses. Organizations looking to adopt a single

DAM solution should look for solutions that seamlessly integrate with legacy tools, allow for advanced

capabilities around taxonomy, search, and automated decision making, and enable efficient collaboration

across departments.

METHODOLOGY

› This Technology Adoption Profile was commissioned by Nuxeo.

› To create this profile, Forrester Consulting conducted a custom survey of 105 marketing strategy and

platform management decision makers at North American and UK companies with at least $3 billion in

revenue across industries. Respondents had to have recently purchased or been planning to purchase

a DAM solution.

› The survey was completed in May 2017. For more information on Forrester’s data panel and Tech

Industry Consulting services, visit forrester.com.

ABOUT FORRESTER CONSULTING

Forrester Consulting provides independent and objective research-based consulting to help leaders succeed in their

organizations. Ranging in scope from a short strategy session to custom projects, Forrester’s Consulting services connect you

directly with research analysts who apply expert insight to your specific business challenges. For more information, visit

forrester.com/consulting.

© 2017, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on

best available resources. Opinions reflect judgment at the time and are subject to change. Forrester®, Technographics®,

Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other

trademarks are the property of their respective companies. For additional information, go to forrester.com. [1-13VI0M7]

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