Summary
- Operational inefficiencies arose from unstructured and inconsistent metadata use, leading to increased complexity and workload in asset management.
- Implemented a managed metadata scheme, creating a scalable vocabulary and standardizing metadata across all assets, simplifying workspace management.
- Saw a 45% increase in capacity, with a 54% reduction in overall workspace complexity and significant efficiency gains in asset management.
- Enabled the team to manage a 57% increase in workload with a modest workforce increase, supporting the business’s expansion and product innovation efforts.
Problem
The business, despite a significant 100% year-over-year (YoY) increase in revenue, was facing a dilemma in customer engagement and operational efficiency. This growth was not mirrored in the increase of active customers, which rose only by 20%, leading to a volatile fluctuation in Average Revenue Per Customer (ARPC) — a steep increase followed by a 66% decrease. To enhance revenue efficiency and expand its customer base, the business aimed to diversify and grow its product offering. This strategy necessitated a 60%-70% expansion of the product portfolio, which would disproportionately increase the workload for the marketing department by 50%-60%, against a mere 20% rise in resources.
A significant bottleneck in achieving this operational efficiency was the existing file and data management system, especially in the context of metadata and file naming conventions. The lack of standardized metadata conventions resulted in operational discontinuity, with critical information often missing or requiring extensive research. The manual transference of data through the photo lifecycle presented numerous opportunities for inconsistency, with values like product IDs and SKUs having to be copied and pasted multiple times by different individuals. The process of transferring raw images to retouching vendors, DAM ingestion, and enrichment were further complicated by varying folder structures, transfer channels, and the need to re-enter inconsistent metadata. This inconsistency led to unreliable metadata in the DAM, triggering unnecessary rework, hindering integrations with the CMS and social channels, and causing channel owners to create their own asset libraries, thereby diminishing the ROI on DAM investments. Furthermore, the absence of an established usage rights plan posed a significant legal risk, with images beyond their terms of usage being actively used. These operational inefficiencies and risks were major impediments to the marketing team’s ability to support the strategic business goals of increasing capacity, customer engagement, and revenue efficiency.
Solution
For the business to handle its increasing complexity due to expanded product offerings and scaled production, a well-defined solution was needed to standardize metadata across various workflows, teams, and systems. This standardization was crucial for increasing capacity and streamlining deliverable management.
Requirements:
The business's expansion had led to an increase in workflows, projects, and initiatives, resulting in a significant rise in the production of deliverables each year. The lack of standardized metadata conventions was causing inefficiencies, making it more time-consuming and effort-intensive to manage these deliverables through various systems.
Challenges:
The challenge was multifaceted, involving multiple brands, verticals, and an extensive range of functional assets. With over 35 system hubs or tools in use, including critical inter-departmental tech solutions, the team had to navigate around 138 million system nodes. The diversity and volume of assets, including tens of thousands of photos, videos, and design files, compounded the complexity. Additionally, the team structure, encompassing numerous cross-functional and international teams, vendors, and agencies, added layers of complexity to asset management.
Process:
- Developing a File Naming Convention: The first step was creating a comprehensive file naming convention applicable to all document and asset types across various usage scenarios. This convention aimed to standardize the way assets were named and categorized, simplifying retrieval and management.
- Establishing a Coding System: A coding system was developed to enable quick identification and categorization of files. This system was designed to be intuitive and straightforward, facilitating easier navigation and use by the team.
- Determining Value Placement in Metadata: Careful consideration was given to the placement of values within the metadata structure. The goal was to create a logical, user-friendly system that would enhance the utility and accessibility of the metadata.
- Creating a Usage Rights Plan and Enrichment Process: A usage rights plan was developed to regulate access to different assets, ensuring security and compliance. Simultaneously, an enrichment process was built to enhance the value and informativeness of the metadata, making it more beneficial for users.
- Documenting the Schema: Comprehensive documentation of the entire metadata schema was prepared for sustained use. This documentation ensured that the system was easily understandable and could be adhered to by all team members.
- Ensuring Scalability and Adaptability: The metadata conventions were designed to be scalable and adaptable, allowing for future growth and changes in requirements without major system overhauls.
- Defining Roles and Responsibilities: Clear roles and responsibilities related to the management and use of the metadata schema were established, fostering accountability and efficient collaboration among team members.
Impact:
The implementation of this metadata schema had a profound impact on the business's operations:
- Streamlined File Organization and Retrieval: The standardized naming convention and coding system significantly streamlined file organization and retrieval, making it easier for users to manage assets.
- Enhanced Metadata Utility: The placement of values and enrichment process added depth and utility to the metadata, improving its functionality.
- Increased Security and Compliance: The usage rights plan ensured that asset access was appropriately regulated, enhancing security and compliance.
- Improved Operational Efficiency: The comprehensive documentation and clearly defined roles and responsibilities led to more efficient collaboration and asset management.
Overall, the development and implementation of this metadata schema transformed the way the business managed its digital assets, setting a robust foundation for efficient operational activities and future expansions.
Results
The implementation of a managed metadata scheme and the development of a scalable vocabulary significantly impacted the business's operational capacity, enabling it to manage an expanded product portfolio and increased workflow complexity effectively.
Handling Expanded Portfolio and Increased Workflows:
During the project's 3-year measurement period, the business experienced a significant expansion in its product portfolio, growing by 68%. Concurrently, new cross-functional partnerships and initiatives led to a 21% increase in the types of workflows. This expansion resulted in 2,092 additional workflow actuations (projects) and the creation of 81,000 more unique assets per year compared to the baseline period.
The team was faced with a potentially 66% more complex workspace while trying to meet a 57% increase in workload demand, all with only a 21% increase in workforce size. This challenge translated to a target capacity gain of 40%, adjusted for the increased complexity.
Key Performance Indicators (KPIs) Reflect Significant Improvement:
- Capacity Enhancement: The team achieved a remarkable 45% increase in capacity without any change in workforce turnover rates. This improvement was a direct result of the operational enhancements made in managing metadata and simplifying the workspace.
- Reduced Complexity: Despite the increase in workspace complexity, the team managed to keep it 54% less complex than it would have been without the implemented changes. The taxonomic complexity, in particular, was 400% less complex than a no-change projection.
- Increased Efficiency: By the end of the measurement period, the team required 77% less input time per project compared to the baseline, reducing nearly 30 minutes off the time required for each asset.
- Boosted Productivity: The efficiency gains translated into the team producing 119,000 more assets yearly than in the baseline year. This increase represented nearly 50% of the total output of the baseline year, showcasing a significant leap in productivity.
Strategic Impact and Business Growth:
The operational improvements enabled the client to meet the increased demands of the expanding business. This efficiency in operations contributed to the business's ability to establish itself as a market leader, capable of adapting to trends with agility. Strategically, the business achieved substantial growth, with a 103% increase in revenue, rising from $3.75 billion to $7.6 billion. Additionally, the business saw a 140% year-over-year increase in active customers, growing from 3 million to 7.22 million, fueled by innovation in product, acquisition efforts, reactivation, and retention strategies.