Integration is essential to any industry that requires more than one application to function. In other words, most companies in all industries.
Over the past several years, we have seen dramatic shifts in the media and entertainment industry including the way content is produced, shared and monetized. Content is no longer a singular narrative delivered via “one-way media”. It’s about content that can be delivered via many platforms simultaneously. Powering this new paradigm of content delivery is technology. In most cases this technology is best-of-breed but disparate applications that need data delivered instantly across different apps and platforms, just like the modern media content they are powering.
- CRM (Salesforce, SugarCRM, Microsoft, etc.)
- BI (Tableau, Birst, Good Data, etc.)
- ERP (SAP, Oracle EBS, Microsoft GP, etc.)
- Flat files(XML, XLS, etc.)
- Social(Twitter, Facebook, Hubspot, etc.)
You may not think of print media as a traditionally technology driven enterprise, but like any modern business they are running apps such as Salesforce and SAP that house information about subscribers both on and offline, and have processes such as order to cash that need automating. These systems are fairly common in enterprise IT environments across all verticals and those in the media space are adept at using them, just as in other environments. Some use cases vary from the norm, while others are also common:
- Automation – instead of manually commanding a system to initiate a process, the process begins as soon as the required data is received.
- Build an advertising platform – using CRM as the foundation, an organization can pull in data from multiple sources, BI solutions come to mind, to build a more complete view of a customer.
- Mapping data from myriad formats to one format – using data transformation, these organizations cut out the manual process of converting data line by line to a new format.
- Eliminating manual data entry – allowing staff to concentrate on responsibilities other than data entry can bring about a new level of productivity.
- Dumping custom code – a huge time saver, once custom integration code is gone, IT staffers can focus on more important things, like moving systems to the cloud!
Successful media and entertainment companies leverage big data analytics to understand the success or failure of their advertising, while their marketers analyze customer data to better serve their market. They will continue to fine tune their business processes to such an extent that they are able to focus on what is critical to their success right now – digital transformation.
Increasing efficiency and productivity are common themes for organizations looking at integration, as moving, transforming, and processing data provide big advantages for a company in a competitive space like modern media. Unsurprisingly, these companies are also considering or implementing cloud solutions that save time and money, while providing great value. Choosing a cloud solution for integration secures the digital transformation of an industry in constant flux, ever-shifting to meet the desires of consumers.