The triad of Customer Experience: DAM, CMS and PIM

The Editorial Staff
Content Intelligence Network

It's not easy to start an e-commerce project without the right tools. It is unthinkable to populate the user interface of your virtual store with the right content without using a CMS and a PIM.

The first is an acronym for Content Management System (CMS). It is an application, usually installed on a web server, that allows you to publish content and to structure your web pages, without requiring technical development knowledge. The second one stands for Product Information Management (PIM), and manages centrally product master data.

The synergy of these tools improves the workflows of creation and updating of e-commerce websites, but there is a fundamental flaw that affects the final result. Multimedia content is where the shoe pinches. It is essential on the Net, as the user needs images, videos and other materials to form a clear idea of the product and find reasons to purchase.


The management of multimedia resources

The CMS feeds the website through a Media Library, the problem is that multimedia assets cannot be structured and organized with metadata, and therefore it is difficult to retrieve them when needed. Moreover, they cannot be shared between the editors involved, except by downloading and re-uploading them, with the risk of creating multiple versions of the same file.

The PIM, on the other hand, aggregates in a single platform different types of product information (SKU, EAN, etc..), but it does not allow you to link it to multimedia files that refer to the same product.

That’s where a third player enters the field, "passing the ball" to these two systems and strengthening their strategies: it is the DAM (Digital Asset Management). Unlike the CMS, it does not build the architecture and the context (the website pages) where digital content is distributed, but it becomes its only source of truth.

If intelligent in nature, a DAM can in fact classify all types of multimedia content through AI algorithms, and centralize it on a single platform. This also applies to product information, both marketing and technical information. This avoids any duplication, and thanks to the organization of content through tags identifying topics, it is ready for use after a quick search.


The benefits of integrating DAM with CMS and PIM

The integration of Intelligent DAM to PIM and CMS brings benefits on three fronts:

  1. Organization:

Efficiency in content management processes:

  • Ensure the uniqueness of each multimedia asset

A centralized archive where each piece of content exists in a single version, the correct one: this is how the Intelligent DAM works. It also has a system of dedicated folders that allow you to automate the publication and distribution of content across web pages, creating complete product sheets

  • Quickly find a file when you need it

Tagging operations are retroactive, so at the time of integration the DAM’s semantic engine identifies the tags that best describe an asset and allows its retrieval through search string. In this way, it is possible to "collect" all the content related to a given product in a single click.

  1. Publication:

By centralizing all multimedia files on the Intelligent DAM, and integrating it to the CMS and PIM, the work of graphic designers, editors, site developers, e-commerce managers etc. is reduced, because:

  • The DAM becomes the only distribution center for content, offering features of dynamic adaptation across the various channels.
  • With versioning, there’s only a single version of each file, just replace it on the software to automatically update all the frontend channels in which it is published.

  1. Data collection and analysis:

The Intelligent DAM collects data on user interests from their use of multimedia content, and it does so across multiple channels. In this way, you’ll have granular information on the preferences of your visitors, making the communication more personalized.

Let's not forget that the Intelligent DAM also classifies the web pages of your site, extracting relevant concepts and information. Then, it records user interactions in two ways:

  • through page tracking, which provides information on the general topic in which the user is interested
  • through the tracking of the single multimedia assets inside them (video, audio, documents, images) that contain detailed information and allow to carry out a precise profiling of your e-commerce’s users.

This data, combined with the data already existing in your CRM (it also applies to anonymous users, though), helps to make the navigation easier and guided, offering relevant content through recommendation.

Integrating the Intelligent DAM with your PIM and CMS not only leads to a more efficient organization of content (and therefore to more streamlined editorial processes), but also to building more personalized customer experiences.