Real Enterprise Asset Management Is Possible! Centralized digital asset management is a struggle for many organizations. Siloed groups make decisions that seem right for what they’re doing, but over time this results in a disassociated tangle of orphaned assets. What’s worse, organizations don’t have a good idea of which assets are providing the most value for their marketing efforts. CenturyLink decided to tackle this issue and turned a mess of scattered asset repositories into a state-of-the-art, streamlined distribution center using Workfront and Adobe Experience Manager Assets. This integration with AEM Assets allowed us to send their assets through Dynamic Media to produce a single URL that could be used across all their digital channels and track the value of each asset through Adobe Analytics. As their Adobe partner, we worked with them to complete the project in just five weeks! Enjoy this webinar where Shane LaBounty, Creative Operations Leader, Amey Smothers, Senior Marketing Manager, from CenturyLink, and Adam Driggs, Solution Consultant, from Hoodoo show how to build an end-to-end optimized process to manage asset creation, storage, distribution, and value attribution. This content is for anyone involved in asset production, management, or analysis of asset value. https://hoodoo.digital/blog/the-golden-thread-webinar-tying-value-to-your-assets-from-creation-to-delivery

1. The Golden Thread
Tying Value to Your Assets from Creation to Delivery
2020

2. 01
Sr. Marketing Manager, CenturyLink
Introductions
Amey Smothers
Creative Operations Leader, CenturyLink
Shane LaBounty
AEM Solutions Consultant, Hoodoo Digital
Adam Driggs

3. Who we are
Hoodoo Digital is a highly skilled and specialized company
dedicated to supporting and extending a powerful set of
technologies from the industry’s top creators that make running
the digital side of your business get the results you need.
What we do
From managing sites, A/B testing and personalization,
analytics, and asset workflow management, Hoodoo’s team
of expertly trained engineers develop, integrate, and design
winning solutions. This includes everything from core
backend systems to user experience, content strategy, and
creative design.
02 Who is Hoodoo?

4. 02 Who is CenturyLink?
2nd Largest
U.S. communications provider to global
enterprise companies
43,000
Employees globally*
$23.4 billion
FY 2018 revenue
* As of 6/30/2019

5. 02 Trusted connections that maximize
your digital opportunities
* As of 6/30/2019
Approx.
global route
miles of fiber
450,000 150,000+
on-net
buildings
Serves
customers in
countries
60+
Provides internet
or voice to
~6M
consumer broadband
subscribers in 37 states*

6. 02 Enabling digital business
and the digital home
Adaptive
Networking
IT Agility &
Hybrid Cloud
Connected
Security

7. Adobe Assets
Digital Asset Management

8. 03

9. 03

10. 03
DAM 1.0
Storage Units
DAM 2.0
Distribution Center

11. 03 End to End Digital Strategy

12. 03 End to End Digital Strategy
Inbound
Outbound
Online
Measurement

13. 03 Assets are the fuel of Digital Experiences,
Marketing and Martech
BU/Regioncontent
Campaign
assets
Asset
management
Fluid
experiences
Landing pages
Iot & Mobile apps
Web & mobile sites
Paid media
Social
Email
Commerce
End Users
Smart content services
powered by Adobe Sensei
1. Source & curate the best
content
2. Omnichannelcontent
management& delivery
optimization
3. Context/channel
specificauthoring &
management

14. 03 DAM Use Case – Corporate Created Assets

15. 03 Why?
Adobe Asset URL = Golden Thread for Asset End to End
1 URL per asset
+ Other
downstream
systems
Target Marketo
AEM Sites
Adobe Analytics

16. 03 Use Case Guiding Principles

17. 03 End to End Digital Strategy
Measurement
Inbound
Outbound
Online

18. 04
Solution Design
• Workfront
• Adobe Creative Cloud
• AEM Assets
• Workfront Tools for AEM by Hoodoo
• AEM Sites
• Adobe Analytics

19. Demo

20. 05
One URL to Rule = The Golden Thread

21. 05 End to End Digital Strategy
Data Lake
Measurement
Inbound
Outbound
Online

22. 05 API Data Consolidation
Data Lake
Campaign Unit
Campaign Unit ID
Workfront Project ID
Workfront Doc ID
Workfront URL
Campaign Unit
Campaign Unit ID
Workfront Project ID
Workfront Doc ID
Workfront URL

23. http://s7d1.scene7.com/is/image/centurylink/CenturyLink%2Dlogo?$Desktop$/16577-245866-EPMWBCTU
05 The Golden Thread
Date
CampaignUnit ID
CampaignUnit
Workfront Project ID
Workfront Project Name
DG CODE
Workfront DocumentID
Workfront Creative
Adobe Asset URL
URL w/ Doc ID
12/3/2019
455
IT Agility
16577
IT Agility 1.0
EPMWBCTU
245866
CV~ITADisplayStatic_CM~alltimecontrol_MG~lines_CZ~970x250_CT
http://s7d1.scene7.com/is/image/centurylink/CenturyLink%2Dlogo?$Desktop$
** Subset of metadata fields fields available via the API connection. Fields created on existing objects can be updated in real time.
245866
245866

24. 05
Based on your website design, decide
what’s most important for you to
measure

25. 05 Content Key
Performance Metrics
Unique visits
Geography
Mobile optimization
Engagement
Heat map or click patterns
Page view
Comments
Social sharing
Site responsiveness

26. 05 Optimizing Content
Strategy through Data
Insights
Provide data insights to our marketing
organization to enable strategic decisions
• Links, loads, display,web personalization
Optimization
• Targeting the right people
Audience management
• High value engagement & lead generation
Conversion path
• Cost per asset
Return on marketing investment

27. 05
A pivot is a change in
strategy without a change
in vision.
Eric Ries

28. 06 Key Takeaways

29. Contact us hello@hoodoo.digital