2021: Omnichannel presentation

Building the foundation of content intelligence

Eli Lilly’s commercial organisation has a vision of delivering personalised customer experiences through omnichannel orchestration. Content intelligence is a key enabler for delivering personalised content experiences as the program addresses two important gaps:

  1. Increase production efficiency
  2. Understanding content effectiveness.

To do so, the program will need to implement a new content operating model with a technology stack that enables fast productivity of content and its measurement. In this session, we will explore some of the foundational work on implementing a Content Intelligence strategy in a large corporate environment, objectively and closely inspecting our organisation current content operations, and acknowledge the big challenges that needed to be addressed. As a result, we implemented a global digital asset management system (DAM) across the business units as our foundation for Content Intelligence.

 

What you’ll learn


  • Attendees will have an opportunity to understand the initial approach to driving content transformation at a large corporation
  • Attendees will have a better understanding of Content Intelligence, and its value to the organisation such as enabling omnichannel orchestration
  • The execution of content strategy via the implementation of DAM, development of new processes, change management, and operationalise the technology

Session leader(s):