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James Hardie Designs its Digital Future with Cloudinary’s Digital Asset Management Platform
技术
- 平台即服务 (PaaS) - 数据管理平台
适用行业
- 建筑物
- 建筑与基础设施
适用功能
- 销售与市场营销
- 商业运营
用例
- 供应链可见性(SCV)
- 库存管理
服务
- 云规划/设计/实施服务
挑战
James Hardie 澳大利亚公司通过其网络为众多客户提供服务,包括五金店、建筑商、房地产开发商和建筑师等,并直接与消费者联系。因此,该公司拥有庞大而复杂的销售和营销团队网络,致力于满足这些不同受众的各种需求。James Hardie 澳大利亚公司所有合作伙伴和客户都有一个共同点,那就是需要高质量、不断更新的图像和其他营销内容,展示公司的产品及其在建筑项目中的用途。从消费者和品牌的角度来看,公司的在线渠道必须跟上所有最新的室内和室外设计趋势。特别是对于贸易受众来说,引人入胜且创新的产品组合是必不可少的。通常,公司会在不同的地点进行多次拍摄,没有所有图片的中央存储库,也没有任何共享的归档系统或命名约定。营销团队经常需要寻找以某种产品为特色的图片,并花费数小时手动搜索不同的文件夹来找到它们。
关于客户
James Hardie 成立于 1888 年,总部位于澳大利亚,是现代纤维水泥的先驱,如今已在世界各地广泛使用。如今,该公司是室内和室外建筑产品生产的全球领导者,净销售额超过 25 亿美元,在全球拥有 5,000 名员工。该公司总部位于爱尔兰都柏林。James Hardie 澳大利亚通过其网络为众多客户提供服务,包括五金店、建筑商、房地产开发商和建筑师等,并直接与消费者联系。因此,它拥有庞大而复杂的销售和营销团队网络,致力于满足这些不同受众的各种需求。
解决方案
Cloudinary 的数字资产管理平台使公司能够集中管理其所有图像资产,从而创建一个精简且高度可访问的图像存储库,供澳大利亚的多个团队使用,包括营销、销售、产品、工程和人力资源。在公司新的资产生命周期中,所有新图像都会立即存储在 Cloudinary 的 DAM 中,并根据公司共享的清晰框架进行归档和标记。可以使用链接轻松共享图像“集合”,同时提供有关使用权限和目标受众的具体指导(例如,一些集合针对建筑商,而另一些集合针对消费者受众)。来自整个企业的代表性主题专家小组齐聚一堂,确定描述和标记图像资产的最有效方法,并同意按产品然后按功能构建文件。
运营影响
数量效益
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