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What is DAM
Although the term DAM has the unmistakable ring of a phrase shouted in frustration by someone franticly searching for a critical file, it actually refers to the one force in the universe that could save you from such a fate.
Digital Asset Management is a combination of Software, Hardware and workflow discipline that transforms your current array of files and storage practices into an efficient and secure electronic clearinghouse for storage, archiving and distribution. At the core is a powerful database which is structured around your naming convention, file structures and daily workflow. Key information or Meta-data is extracted from your files and stored in specific, indexed and searchable fields within the database.
The end result is a secure, efficient and powerful cost saving tool that you can use to quickly identify and locate any file, anywhere on your network, quickly and easily.
Why Canto?
At the core of any successful DAM environment is the actual software that will be used to manage all of the assets and metadata. Webistix has standardized on Canto Cumulus for it's extensibility, advanced functionality, reliability and ease of use.
Cumulus is powerful enough to handle extremely aggressive DAM environments while being intuitive enough to manage relatively simple workflows with minimal administrative overhead. This adds up to a highly functionional product at an economical price point.
Implementation
Digital Asset Management systems are as diverse as the companies that implement them. The existing workflow, infrastructure and volume of data to be managed define the basic structure of the implementation while the wishlist of functionality will demand very specific operations.
Defining the implementation requirements for your particular DAM system will involve a detailed discovery process and continued dialog concerning existing conditions, current goals and future expectations.
We begin with Hardware and Software installations and then train the IT staff in the propper maintenance of these systems. Next, we will prepare a training curriculum for the admistrators of the system followed by the end users and lastly, those connecting strictly through the web interface.
Additional training may be structured for customizing trh evarious interfaces and program functionality.
Return On Investment
Download PDF version of this document from HCS Technology Group
Calculating Payback and Return on Investment (ROI)
The following section offers a brief outline of a methodology that many of our customers have successfully used to quantify the value of a DAM deployment to their organization and to prioritize DAM-based initiatives based upon desired returns and payback schedules.
Identify Digital Assets
While our sister company, HCS, may define a Digital Asset as "content + metadata", publishers think of "inside matter", advertisers think of "campaign jackets", production companies think of "trailers" and music executives value "tracks." In fact, the first step in understanding the value of DAM and your organization's dependence upon Digital Assets is to inventory the Digital Assets that are already a part of your operations.
Digital Assets come in every flavor of media, from print to high-resolution video. The common thread is that this digital content has financial value.
Two metrics are extremely effective in determining whether digital content qualifies as a digital asset: a high degree of reuse and/or inclusion if brand or other intellectual property.
Capture the Digital Asset Supply Chain
Use the assets as a guide to the people and business processes that are likely to be impacted by a DAM deployment.
Photography • Production
Creative Services • Marketing • Legal
Map "Before" and "Ideal" Digital Asset Lifecycles
Typically, the "before" processes reflects site-specific anomalies relating to acquisitions, reorganization, legacy technology investments etc. The "after" should be based upon a centralized logical view of the enterprise's assets and should include the following kinds of information:
- A ranked list of the user communities that have the greatest dependence on the highest value Digital Assets
- User-centric functional requirements such as "photo by campaign usage and media type."
- Provide detailed scenarios where reuse replaces recreation, self-help replaces human support, and digital distribution replaces shipping, transportation and travel.
Do the Math
This is a straightforward exercise that can often yield a break-even of less than 12 months including hardware, software, professional services and training. It is important to distinguish between hard paybacks such as direct cost savings and soft upsides such as anticipated incremental revenue and customer satisfaction (because your management certainly does). A short set of examples can include:
- Re-licensing: Savings in staff time required to retrieve digital assets for re-license and re-use as well as legal support to track down and validate rights and permissions associated with those assets.
- Material Distribution: Savings in printing, delivery and postage costs by sending materials digitally including promotional, creative and sales collateral.
- Art: Savings in art directors and designers filling requests for cover art.
- Asset Creation: Reproduction cost avoidance of recreating marketing collateral.
Conclusion
Digital Asset Management has clearly emerged as a critical component of IT infrastructure and has left behind its early niche as specialized software for pre-press, video production and publishing departments. The Internet revolution and the convergence of digital media have catapulted Digital Asset Management across the enterprise and into virtually every industry.
Take a look at the following links to our sister company, HCS Technology Group, for more information on Case Studies and Training for Digital Asset management:
Case Studies
http://www.hcsonline.com/Pages/DAM/casestudy.html
Training
http://www.hcsonline.com/Pages/DAM/training_outline.html
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