Content Intelligence Network
What a frenzy this digital revolution! Where pace is marked by continuously evolving technologies, everything – cities, companies, houses, objects and jobs – is pointing towards interconnection and automation. Nowadays, we use hardware and software to manage factories, warehouses, and deliveries of goods. We book trips and define our daily lives.
Despite the blatant prevalence of digital as a business enabler, the results obtained by a Wakefield Research study, commissioned by Avanade, highlight that the budgets dedicated to technology and decision-making processes are taken care of by IT departments less and less. Paradoxically, these would be the most suited to the job.
This is also supported by the data from the study commissioned by VMware: 54% of company directors believe that technology management is moving from IT to other departments, with lines of business using technology to drive innovation in organizations. Last year, the Ricoh-Censuswide survey on missed IT innovation opportunities identified inadequate implementation and education, difficulty for IT departments to identify interesting projects and services, budget constraints, etc., as being among the reasons behind this.
The latter financial aspect will certainly be very influential. As Data Manager Online writes, with limited staff and budgets, IT departments have to work their way through daily activities while fixing occasional system disruptions at the same time. Absorbed as they are in purely functional tasks relating to technology maintenance in order to fulfil their original purpose, the danger is that IT governance may not have enough time, space, or budget, to look into future evolutions.
On the other hand, other departments such as marketing and data science benefit from budgets that are aligned with the envisaged company growth. They are charged with finding increasingly efficient and effective ways of increasing revenues.
Beware of silos!
At this point, it is important to avoid creating a divide between the IT department, which is more conservative by nature, and the lines of business, which are free to drive innovation and respond promptly to market needs.
These different focuses, with business striving to create new opportunities, new channels and new data, and IT struggling to sustain and feed increasingly complex systems, keeping them all under control, are one of the factor’s leading to corporate silos. This is particularly the case in terms of access to data, which represent the fuel for digital businesses employing Artificial Intelligence.
What can we do to avoid this situation?
Put content at the center
It seems as though the answer is almost Copernican in its simplicity: the secret is putting content at the center. Content is a corporate financial asset, as its production has a cost in terms of time and skills.
As an asset (and data source) that should be available to different departments, by centralizing all content on a single platform, the Intelligent DAM provides companies with a shared hub where all departments can:
1) find what they need incredibly quickly, not only within the platform but also on front-end channels, regardless of where the information has been published
2) work on shared workflows, with both internal and external stakeholders (partners, agencies, etc.), as access and editing rights can be established beforehand
3) access insights on users from the use they make of content, thanks to Artificial Intelligence. Such insights offer value both in terms of developing editorial strategies and corporate governance.
An Intelligent DAM like THRON is the perfect technological solution because it can be used by business teams, such as marketing, without affecting the IT infrastructure (on the contrary, it optimizes it!). This is because the DAM system is built on a flexible cloud architecture, meaning that it can be provided “as-a-Service” with complete outsourcing of scalability, availability of services, and ease of use and management.
This means not having to install any software within the IT infrastructure: the IT team is, therefore, “relieved” of the burden of managing it. At the same time, its high usability, with a pleasant, user-friendly interface, grants easy access and an ability to work on content for all company teams, breaking down corporate silos completely.