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Optimizing Marketing Processes: HOCHTIEF's Transition to CELUM Digital Asset Management
Technology Category
- Application Infrastructure & Middleware - Database Management & Storage
- Infrastructure as a Service (IaaS) - Cloud Databases
Applicable Industries
- Mining
- Transportation
Applicable Functions
- Logistics & Transportation
- Sales & Marketing
Use Cases
- Construction Management
- Infrastructure Inspection
Services
- System Integration
The Challenge
HOCHTIEF, an international construction group, was grappling with the challenge of managing a vast amount of digital content including images, videos, PowerPoint presentations, Word documents, and PDFs. The company was in need of a digital asset management (DAM) solution that could integrate with Adobe Photoshop, Adobe InDesign, and Microsoft Office. The solution was required to support sales, marketing, and communication activities through a centralized, expandable media database with a comfortable search functionality. The DAM solution was expected to be accessible to HOCHTIEF employees from eight different European countries and about 40 external partners. Additionally, HOCHTIEF sought to expand its existing CELUM solution with a press portal and automatic synchronization of website images with the CELUM database to reduce the workload for the marketing staff and minimize sources of error.
About The Customer
HOCHTIEF is one of the most international construction groups worldwide, delivering complex infrastructure projects. The company operates in the transportation infrastructure, energy infrastructure, and urban infrastructure segments, as well as in the contract mining business. With a workforce of 46,644 employees, HOCHTIEF required a robust and efficient digital asset management solution to support its vast operations and marketing processes across multiple countries.
The Solution
In 2007, HOCHTIEF replaced its in-house multimedia-database 'mmdb' with the CELUM digital asset management software. The CELUM software provided a user-friendly and intuitive interface, allowing all employees direct access to the DAM system. The software also offered automatic notifications when new relevant data became available. The centralized media database eliminated data redundancy, making each asset available for multiple purposes such as presentations, web downloads, and prepress. The software also allowed direct downloads in the suitable format, eliminating the need to send large attachments via email. Instead, users could send links to the relevant files and folders. CELUM OfficeLink and CELUM CreativeLink were integrated to embed Microsoft Office programs and Adobe Creative Suite into the CELUM back-end. The images of the websites and landing pages were synchronized with defined object collections of CELUM every five minutes, enabling an active and automated exchange of image and website content with the database.
Operational Impact
Quantitative Benefit
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