Building an MLR + DAM ecosystem
Large enterprises look too often at spending money on a technology tool to solve what are actually staffing, governance and operational challenges. While the right functional mix of DAM and MLR technology is vital for success, having a skilled and knowledgeable team to shepherd the process cannot be underestimated.
This is where content librarians, marketing coordinators and content stewards come into play to help uphold the governance while ensuring data accuracy and a timely approval.
Here are some best practices for determining and implementing a smooth and compliant MLR ecosystem when DAM is also in the mix:
- Apply rigorous analysis by mapping out all the use cases; decide what is a “must” and a “nice to have” - map requirements to the right tool. This requires focusing on what each technology is good at vs. what vendor representatives may promise.
- Understand that the more complex the requirement, the less automation is likely
- Use a centralized source of metadata and taxonomy
- Involve and educate the agencies who may be involved in the creative and MLR process
- Focus on change management, training and adoption to meet the needs of the end-user
- Raise awareness as to what the benefits are
- Make sure your MLR team is involved from the very beginning, even when picking solutions, to understand the nuances of what’s permitted with data management and processing
- Remember that full compliance is a highly detailed and granular data management challenge - plan with the knowledge of what those data elements are
- You may require a super-granular permission set up to ensure that very few people can see or use the sensitive data; be sure to understand the need
- Ensure executive buy-in
- Work across silos, ensure Marketing and Regulatory are in sync and the needs of both are met
- Consider necessary technology integrations for a seamless content and data flow
- Consider bringing in outside experts who have been there before
