Technical Proposition. Record structure

Transcription

1 Technical Proposition

2 ADAM Software NV The global provider of media workflow and marketing technology software ADAM Software NV adamsoftware.net

3 Why Read this Technical Proposition? As both consumers and businesspeople use digital communication channels to access information, make purchases, and interact via social networks, the volume of data regarding those activities grows exponentially. This massive and growing volume of information is being called big data, and few topics are receiving more attention in marketing and technology circles. Many thought leaders argue that capturing, analyzing, and extracting insights from big data are now critical drivers of competitive advantage. Maximizing the potential of big data will be a significant challenge for most organizations, but that is not the only data challenge that large global enterprises are facing. The proliferation of marketing channels, the growing need to localize and/or personalize marketing messages and materials, and the emerging need to provide prospective customers detailed product/service information in an interactive way on a real-time basis have combined to drive a dramatic increase in the volume of what we call operational marketing data. Operational marketing data includes content asset files, metadata describing the attributes of content assets, product-related data (name, description, available colors and sizes, price, etc.), and data describing the relationships among content assets, among products and content assets, and between a product and other related products. As interactions with prospects and customers increasingly occur via digital communication channels, operational marketing data becomes critical to marketing success. ADAM Software NV adamsoftware.net info@adamsoftware.net

4 Read this Technical Proposition to learn: º º Why the effective management of operational marketing data has become essential for marketing success º º How the data or record structure and the data handling capabilities provided by the software solutions offered by ADAM Software enable and support the effective management of operational marketing data ADAM Software NV adamsoftware.net

5 Contents Why Data Management Matters The data layer of a marketing software application operates behind the scenes and is invisible to average system users. However, the functionality and performance of the application are heavily dependent on the underlying data model and structure and on the data handling capabilities of the supporting database management system. Data Management in the ADAM Platform The ADAM Platform provides robust, state-of-the-art data management and handling capabilities and a highly flexible data record structure. Anatomy of the ADAM Platform Record Structure The basic unit of information in the ADAM Platform is a database record. As the ADAM Platform is truly record-centric providing greater flexibility than a file-centric approach and enables the ADAM Platform to support a broader range of functionality. ADAM Software NV adamsoftware.net info@adamsoftware.net

6 Why Data Management Matters Enterprise marketers across all industries are tasked to deliver exceptional customer experiences that will drive higher revenues. This would be difficult under any circumstances, but it is even more challenging today because prospective buyers are more demanding than ever. They expect marketing communications to be relevant and timely, and just as important, they now expect to have easy access to interactive, rich media and detailed, real-time information about the products or services they re interested in. As both consumers and businesspeople increasingly rely on digital devices and Web-based communication channels to access information, make purchases, and interact with brands via social networks, the quality of those online experiences plays a greater role in determining the quality of the overall customer experience. The growing importance of digital communications and online interactions makes technology an essential enabler of effective marketing and exceptional customer experiences. ADAM Software NV adamsoftware.net info@adamsoftware.net 1

7 Why Data Management Matters Continued Operational Marketing data Virtually all marketing software systems rely on an underlying repository of data to enable application functionality. For example, web content management systems draw content assets from underlying databases to populate web pages. Likewise, e-commerce applications (and, more recently, mobile shopping apps) draw product information and content assets from databases to populate online catalogs and product pages. At ADAM Software (ADAM), we refer to this type of content- and product-related data as operational marketing data because it fuels the execution of prospect and customer interactions on a daily basis. The data layer of a marketing software application operates behind the scenes and is invisible to average system users. However, the functionality and performance of the application are heavily dependent on the underlying data model and structure and on the data handling capabilities of the supporting database management system. As marketing software tools are used to support and/or execute an ever-increasing number of marketing activities and functions, the volume and scope of operational marketing data will continue to expand, and the ability to access and use this data will become even more critical for delivering exceptional customer experiences. Virtually all marketing software systems rely on an underlying repository of data to enable application functionality. ADAM Software NV adamsoftware.net info@adamsoftware.net 2

8 Data Management in the ADAM Platform The software solutions offered by ADAM (collectively, the ADAM Platform) all provide robust, state-of-the-art data management and handling capabilities and a highly flexible data record structure. The ADAM Platform exclusively uses Microsoft SQL Server as the foundational database management system for all components of the platform. Our decision to design the ADAM Platform exclusively for Microsoft SQL Server was a deliberate choice made for two principal reasons. º º Microsoft SQL Server is a true enterprise-class database management system that provides the reliability, security, and advanced data management capabilities required to support the full range of enterprise-level functionality delivered by the ADAM Platform. º º By designing the ADAM Platform to operate exclusively with Microsoft SQL Server, we are able to provide customers a solution that fully leverages the specific capabilities of that database management system. This also enables us to avoid the trade-offs that would result from creating a generic version of the ADAM Platform that can work with multiple database systems. ADAM Software NV adamsoftware.net info@adamsoftware.net 3

9 Anatomy of the ADAM Platform Record Structure The basic unit of information in the ADAM Platform is a database record. Unlike some solutions that are exclusively or primarily focused on digital asset management, the ADAM Platform is truly record-centric, as opposed to file-centric. In the ADAM Platform, users can create records that include no content files and records that include up to 1,000 content files. As we will discuss later in this Technical Proposition, this record-centric approach provides significantly greater flexibility than a file-centric approach and enables the ADAM Platform to support a broader range of functionality. As the diagram illustrates, a record in the ADAM Platform normally contains three major components classifications, descriptive fields, and, in most cases, content files. ADAM RECORD Files Fields Classifications Images Catalog Material Furniture Furniture Chairs Brands Chairs PVC DROOG Designer: Richard Hutten Manufacturer: NgispeN Year: 1997 In stock: 261 units Product SKU: CH File 1 File 2 File N Owner: Pete Newcase Owner: John Smit Owner: Description: Product picture Description: Interview Jennifer Neumann Description: File version 1.1 File version 2.1 File version 3.1 File version 1.2 File version2.2 File version 3.2 File version 1.3 File version 2.3 File version 3.3 Color profile: RGB: R47-G200-B221 License information: Free Comment of rights (text) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) mp4 mov ADAM Software NV adamsoftware.net info@adamsoftware.net 4

10 Anatomy of the ADAM Platform Record Structure Continued Classifications Each record created in the ADAM Platform is assigned to one or more classifications. Classifications are a type of metadata that are used to perform multiple functions in the ADAM Platform. For example: º º Classifications are used to organize records (and the content assets they often represent) to facilitate search and retrieval. º º They are used in the security model of the ADAM Platform to regulate access to records and content assets and to control who can read, edit, or delete records or content assets. º º Classifications can be used to invoke rule-based automation functions in the ADAM Platform such as automated asset processing functions and automated delivery functions. º º Classifications can also contain classification profile dependent metadata fields. This enables a user to find all records in a classification when the metadata field value is used as a search term. For example, suppose that an enterprise has a classification named Television. The enterprise can create a record content class dependent field for this classification and add values such as TV and tele to the field. With this structure in place, when a user performs a search using the keyword TV, he or she will find all assets assigned to the Television classification. ADAM Software NV adamsoftware.net info@adamsoftware.net 5

11 Anatomy of the ADAM Platform Record Structure Continued ADAM RECORD Classifications Images Catalog Material Furniture Furniture Chairs Brands Chairs PVC DROOG Example of Classification assigned to a PVC chair of the Droog Brand Classification schemas are usually designed as multiple hierarchies containing classifications and sub-classifications in nested trees that can incorporate parent-child relationships. These classification schemas typically embody all or part of an enterprise s taxonomy for operational marketing data (content assets, products, marketing campaigns and projects, etc.). Because of the hierarchical structure, classifications can be browsed using a classification tree, similar to a directory structure, and they can be used as keywords when performing a search. Classifications are user defined and easy to create, and there is no limit on the number that can be defined or on the number of levels that can exist in a classification hierarchy. Like all elements of the record structure, the ADAM Platform fully supports multilingual classifications. (Note: For a more in-depth discussion of the multilingual capabilities provided by the ADAM Platform, please refer to our Multilingual Technical Proposition) Classifications are user defined and easy to create, and there is no limit on the number that can be defined or on the number of levels that can exist in a classification hierarchy. ADAM Software NV adamsoftware.net info@adamsoftware.net 6

12 Anatomy of the ADAM Platform Record Structure Continued Descriptive Fields The second major component of a record in the ADAM Platform consists of metadata fields that describe attributes of each record. For example, descriptive fields can be used to hold record ID numbers, search keywords, approval status, and descriptive text. Descriptive fields are user defined, and there is no limit on the number of fields that can be created. Therefore, an enterprise can design and create a field structure that will meet its specific needs. ADAM RECORD Classifications Images Catalog Material Furniture Furniture Chairs Brands Chairs PVC DROOG Designer: Richard Hutten Manufacturer: NgispeN Fields Year: 1997 In stock: 261 units Product SKU: CH Example of descriptive fields for a furniture record ADAM Software NV adamsoftware.net info@adamsoftware.net 7

13 Anatomy of the ADAM Platform Record Structure Continued Descriptive fields in the ADAM Platform are extremely flexible. Different types of descriptive fields can be created for different types of data (text, dates, numeric, html, etc.). The scope of field usage can also be controlled by the enterprise. For example, some descriptive fields can be used for all records, while other fields can be used only for records that are placed in certain classifications. Fields can also be linked to specified user groups, and when this is done, only members of the specified group will see or have access to the linked field. Descriptive fields are fully multilingual, which means that field names are displayed in the language associated with each user and that field data can be entered using the language associated with each user. Files The third major component of a record in the ADAM Platform is files that contain digital content assets. A record in the ADAM Platform can include up to 1,000 files. Metadata fields can be created to describe the attributes of files (in addition to records), and the ADAM Platform provides the same degree of flexibility and functionality for file-level descriptive fields as for record-level descriptive fields. Therefore, there is no limit on the number of file-level fields that can be used, different types of file-level fields can be created for different types of data (text, dates, numeric, etc.), and file-level fields are fully multilingual. In addition, fields can be created that apply to only certain file types, so that the metadata fields that users see and use will be appropriate for the type of file involved. ADAM Software NV adamsoftware.net info@adamsoftware.net 8

14 Anatomy of the ADAM Platform Record Structure Continued ADAM RECORD Classifications Images Catalog Material Furniture Furniture Chairs Brands Chairs PVC DROOG Designer: Richard Hutten Manufacturer: NgispeN Fields Year: 1997 In stock: 261 units Product SKU: CH File 1 File 2 File N Owner: Pete Newcase Owner: John Smit Owner: Description: Product picture Description: Interview Jennifer Neumann Description: File version 1.1 File version 1.2 File version 1.3 File version 2.1 File version2.2 File version 2.3 File version 3.1 File version 3.2 File version 3.3 Files Color profile: RGB: R47-G200-B221 License information: Free Comment of rights (text) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) File Info (XML) mp4 mov ADAM Software NV adamsoftware.net info@adamsoftware.net 9

15 Anatomy of the ADAM Platform Record Structure Continued Powerful Relationship Management One of the most important and powerful attributes of the ADAM Platform is that it enables enterprise users to create and manage relationships among individual data records. Among other benefits, this capability allows users to link related content assets to facilitate access and asset control, and to link related products to leverage cross-sell and up-sell opportunities. In the ADAM Platform, users create relationships between a data record and other data records by using two specific data fields. The Record Link Field establishes a bidirectional link between two records. Both records share the field value, and the value is stored in both records. The Record List Field is used to create a uni-directional relationship with another record or records. When the Record List Field is used, the field value is not shared with the target record or records, and it is not visible when a user opens a target record. The ADAM Platform supports four general types of relationships: one-to-one, one-to-many, manyto-one, and many-to-many. The ability to create and manage relationships among data records is available in all of the application modules that comprise the ADAM Platform. For example: º º ADAM Assets In the digital asset management module of the ADAM Platform (ADAM Assets), users can create and manage relationships among individual content assets. ADAM Assets enables and supports the following specific types of asset relationships: º º Many parents many children º º Many parents one child º º Many parents ordered children º º One parent many children º º One parent one child º º One parent ordered children º º No parent-child relationship ADAM Software NV adamsoftware.net info@adamsoftware.net 10

16 Anatomy of the ADAM Platform Record Structure Continued º º ADAM Products In the product content management module of the ADAM Platform (ADAM Products), users can create and manage relationships between products and related content assets and between an individual product and other related products (accessories or replacement parts, for example). º º ADAM Collaboration In the collaboration module of the ADAM Platform (ADAM Collaboration), a database record is created for each project, and this record is linked to the records containing the materials (typically content assets) that are related to the project. This approach makes it easy to give appropriate users access to all project materials. In addition to managing relationships among data records, the ADAM Platform also enables users to create and manage relationships among individual content files within a single record. Many content resources are compound documents that include multiple components, each of which is contained in a separate file. For example, a corporate brochure will typically consist of a page layout file (created using Adobe InDesign or another page layout application) and several photographic image files and/or illustration files. When a user creates a data record for the brochure, the ADAM Platform automatically captures and maintains the relationships between the page layout file and the various component image and illustration files. The ADAM Platform enables enterprise users to create and manage relationships among individual data records allowsing to link related content assets to facilitate access and asset control, and to link related products to leverage cross-sell and up-sell opportunities. ADAM Software NV adamsoftware.net info@adamsoftware.net 11

17 Anatomy of the ADAM Platform Record Structure Continued Flexible File Management The record-centric approach to data management employed in the ADAM Platform also provides users extensive flexibility in managing content files. In essence, by shifting the focus from managing files to managing records, the ADAM Platform provides a more flexible, robust and convenient way to manage content files. As noted earlier, a data record in the ADAM Platform can include up to 1,000 files. The ability to place multiple content files in a single data record can significantly streamline the processes required to make content assets available in the ADAM Platform. For example, suppose that your marketing department has just completed a photo shoot that produced several dozen image files. For various reasons, most of these images will never actually be used in a live publication. With the ADAM Platform, all of these preliminary image files can be placed in a single data record, thus eliminating the need to create a separate record for each image and add complete metadata for each image. A data record in the ADAM Platform can also contain up to 1,000 versions of each file in that record. This capability is the foundation of the robust version control and version tracking functionality provided by the ADAM Platform. When a user modifies a content asset that has been ingested into the ADAM Platform, the system automatically retains the older version of the asset file and adds the modified version to the appropriate data record. The ADAM Platform also retains detailed information regarding who modified the asset file and when the modification was made. Therefore, the ADAM Platform provides a detailed audit trail of asset modifications and enables users to access older versions of asset files when necessary. A data record in the ADAM Platform can also hold multiple additional files. These additional files typically consist of alternative variations or renditions of the primary asset file included in the record. For example, an enterprise may have a data record that pertains to a high-resolution video asset. The ADAM Platform enables the enterprise to include multiple alternative renditions of the video file in the same data record. One additional file could be a lower resolution version of the video that is optimized for viewing on a smartphone, and a second additional file could be a version of the video that is optimized for viewing on a tablet. By creating these file variations in advance, it is not necessary to render a variation each time the asset is requested. ADAM Software NV adamsoftware.net info@adamsoftware.net 12

18 ADAM Software Technical Proposition Contact ADAM Software Kortrijksesteenweg 1108A 9051 Gent Belgium P: F: ADAM Software US Inc 1515 Broadway New York, NY United States P: info@adamsoftware.net Web: adamsoftware.net About ADAM Software ADAM Software is a global provider of media workflow and marketing technology software. We offer enterprises the ability to manage, structure and deliver media between people, processes and systems. Working with our partners enables us to implement our software globally while providing workflow solutions to all types of enterprises. What drives us is a passion to organize media intelligently, making it easier and more accessible to everyone. ADAM Software NV adamsoftware.net info@adamsoftware.net 13