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[text on screen]: Marketing Resource Management. Earley & Associates.
Seth Earley: We used to talk about knowledge management. We don't talk so much about knowledge management anymore.
But it really is the same thing.
It's really figuring out the ways that we can codify and capture and organize knowledge so that people can apply that knowledge in their day-to-day jobs.
So, we're working currently on a market resource management project, which is really an interesting area, because it's looking at digital asset management trying to find various types of video assets, photographs, images, diagrams …
All of these things that are more visual assets that need to be repurposed.
And there's a tremendous value proposition in being able to reuse versus recreate digital assets.
But that's a very challenging area, because you have to really think about the ways of describing those digital assets in ways that people can find them.
So, we have to think about the "is-ness" and the "about-ness." What is this piece of information and what is it about?
And what's the context in which this user will be trying to find that information?
So, developing the metadata standards in order to tag that content, developing the tagging process to be able to apply the metadata and the taxonomies to that content.
And then surfacing that is an area where there is a tremendous amount of opportunity, because in most creative organizations, people would rather create the assets from scratch than reuse the assets.
So, there's a great deal of cost savings that can be involved in that.