Harnessing AI will increase the benefits of PIM systems
The idea of cross-media publishing via a PIM system is to make information of all kinds available in a form that’s suitable for a specific target group anytime, anywhere. The system thus encompasses the entire digital process chain. Mike Spoerri, COO at n c ag, explains the key factors here.
An article from Marketing & Kommunikation, August 2019 – Sabine Flachsmann
M&K: Mr. Spoerri, how ready is the market for bringing in PIM systems and where do you see the obstacles that still need to be negotiated in this regard?
Mike Spoerri: Most companies that sell products and already hold information are actually using such systems right now to manage, update and distribute content or product information. But many companies are using old systems with limited functionality. The problem often lies in the structuring of the information. Unfortunately, it’s often still being managed and maintained in different systems, and it needs to be inserted into a PIM system in a structured way. You’ll always run into obstacles and dead ends when attempting this.
M&K: What are users demanding from their PIM system, and how important is the handling aspect?
Spoerri: Probably the most essential point is making the systems user-friendly, making them easy to operate and handle. If a system is complicated to use, users may not accept the tool or might be reluctant to use it. There are also other requirements that define a successful system. For example, stability and speed, because experience shows that users lose patience very quickly when things don’t work. The screen design also has to be user- and role-specific. So users should only see on the screen what they enter and what they are responsible for. This keeps the user interface streamlined and allows users to focus on the job at hand. An interface to the ERP system is also important, so that basic data can flow automatically into the PIM system or additional data from marketing can be fed into the system. Also important are workflow controls including notifications to ensure that everyone knows what needs to be done. An example of this is a translator being notified of text available to them to continue working on.
M&K: What challenges do you see in implementing a PIM system, and what should users bear in mind here?
Spoerri: We’ve found that the biggest challenge lies in project management. On the customer side, employees need sufficient time and resources to manage and coordinate a project of this kind. Implementing everything alongside running the day-to-day business usually doesn’t work. An option is to use external consultants. But you can’t bypass employees from your own company. Unfortunately, it’s often difficult to get the key people around the table, which just adds to the workload and puts you behind schedule.
M&K: You’ve mentioned the employee aspect. What about the product information, does this have to be prepared in a qualitative sense?
Spoerri: Product information that is randomly scattered, unstructured or non-existent can be a problem. Any such information has to be revised and upgraded in terms of quality, and this often leads to unforeseen difficulties and time delays. We’ve had good experiences when customer expectations and requirements are communicated right from the start: What works and what doesn’t, what’s important and what’s less important, and which things are essential and which are just nice to have. This approach prevents misunderstandings. Also, getting external service providers and partners on board early is important so that requirements and interfaces can be defined.
M&K: What makes a successful PIM system?
Spoerri: A successful PIM system is one where users are happy with how their data is handled and managed in the system on a daily basis, and where the application saves them time. Then they accept the solution and the information can be distributed successfully. Another vital point: Extending and adapting the system to new requirements has to be easy and affordable.
M&K: What developments are you noticing in this area (PIM systems)?
Spoerri: At present, there are various areas that are being focused on in developing PIM systems further. These mainly concern the automatic running of the various processes, e.g. the input and output of information. The integration of artificial intelligence is becoming increasingly important. One example is automatic image recognition, i.e. metadata is automatically assigned to an image by the system. Automatic translation also plays a role in this regard. The results here haven’t always been satisfactory up to now, but the solutions involved have improved a great deal of late. The main gain from using artificial intelligence is the savings in staff costs and time. Nonetheless, people will still be needed in the future to manage the product and control processes.