The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals

By Dagbert Sansen, VP of Sales & Account Management at Globaledit

In today’s economic climate, there are many realities that brands are forced to navigate. These challenges generate an enormous impact on business and creative teams, with business units feeling pressure to deliver cost savings and revenue growth, while creative teams are expected to produce more content at a faster pace and lower cost. However, the truth is that business and creative teams need to work synergistically for brands to be successful. 

Leveraging data and technology can be an incredibly effective way to bridge the gap between business objectives and creative processes. By integrating with new technologies and harnessing the vast amount of data available, we can build efficiencies and break down silos and processes that no longer serve us, ultimately growing revenue while giving creatives the headspace they need to produce great work.

When it comes to each phase of the creative production process, from brief to creation,  approval to publication, data and technology can play a significant role in making the process more integrated and agile. After a decade of experience working with leading brands, we have noticed the following themes among organizations that successfully bridge this gap.

  • Data Modeling: First and foremost, deliberate, consistent metadata management is critical for all search and analysis, forming the foundation of any data model. Having a clear strategy in place, and the right roles accountable for continued maintenance, is essential.
  • Open APIs & extensible products: The products organizations implement need to openly integrate with different APIs to allow teams to remain agile. Building extensible processes sets organizations up to easily evolve by taking advantage of emerging technologies. 
  • AI & Machine Learning: Embracing AI and ML is essential, but it is important to do so with a critical eye. Machine learning applications can eliminate many avoidable, repetitive tasks (e.g. tagging), while artificial intelligence can help with production processes by predictively resizing assets for all marketing platforms. With all the hype surrounding these technologies, it is important to select the right products for your distinct needs.
 

When looked at through this lens, applying data and technology to the creative process isn’t a revolution, but an evolution. We have been breaking down silos and adding integrations in the creative process for years. The addition of AI and data is just further optimizing the system.

It’s important to recognize that this isn’t something new but rather something we’ve been growing with and using for years. By fully integrating data and technology advancements into our creative, production, and business process, we can build efficiencies and streamline processes while giving creatives the headspace they need to produce innovative content that drives results.

And that is exactly what sets the creatives apart from AI; innovation and creativity spurred by EI (emotional intelligence) and out-of-the-box thinking are human qualities that AI isn’t capable of. Embracing technology and data strengthens the case for the need of a human, creative team because they come up with new ideas instead of algorithmic rearranging of existing things.  

The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

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Ideal for mid-sized companies looking to accelerate content creation, scale productivity and asset distribution among creative teams and external partners.

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The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

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Features

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  • Enterprise Scale Automations and Integrations

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What people say about us

, The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

globaledit is helping to digitally transform how Peter Millar produces content & therefore reaches its consumer.

Margaret O’Connor

Studio Operations Manager

The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®
, The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

globaledit has revolutionized and streamlines how we collaborate as a team here at Tuckernuck. Globaledit, and the service team plays a MAJOR part in that.

Foster White

Lead Photographer

The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®
, The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

Globaledit allows Barkbox to elevate and streamline the entire creative process. Key creative phases including review, approval, retouching, and distribution which are essential to each Barkbox campaign are made possible through globaledit.

Meredith Bogonovich

Director of Creative Operations

The Power of Integration: How Data and Technology Can Help Align Creative and Business Goals, globaledit®

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