Museum DAM in 2019: Practical Planning for Where You Want to Be and How to Get There Douglas Hegley, Minneapolis Institute of Art, USA, David Lipsey, KlarisIP, LLC, USA, Christina Gibbs, Detroit Institute of Arts, USA MW19 | Boston Boston, Massachusetts, USA, April 2-6, 2019 #MW19 Digital asset management in the cultural heritage sector remains both a challenge and a tremendous opportunity. Museums across the world vary widely in how digital asset management serves their needs. Some museums are in the initial stages of learning about DAM and what DAM can mean for their organizations, while others have defined what DAM can do and are settled into a pattern but are left wondering – “what’s next?” And yet, there are still others who have continually evaluated what a DAM can offer and have grown their DAM programs, developing a capacity for ongoing self-assessment with an institutional focus on governance and innovation. Whether you are just getting started or are a seasoned DAM warrior looking to grow, this half-day workshop is designed to provide you with practical insights to help DAM do more, and mean more, for your museum. Facilitated by three professionals with deep museum and private sector experience in selecting, implementing, using, and growing DAM systems, leaders of this workshop will work to help organizations meet their goals with the support of effective digital media and content management practices. Together we will explore: 1. Where is the museum sector today, and your museum in particular, with regard to DAM? 2. The DAM Capability Model; what is it, how to use it, and how it can inform growth 3. What’s next? The future of DAM in the museum sector and innovations you can use Designed to benefit those who work with digital content: from producers, to managers, to publishers and beyond. Attendees will gain practical knowledge in: 1. Available resources to help guide organizations make smart decisions about DAM 2. How to assess your organizational capacity for DAM 3. Tips and tricks on Metrics and Measurements – reports can be your friend 4. How to map out the next steps in your DAM journey 5. Building institutional knowledge and support the many ways DAM can help elevate museums

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Museum DAM in 2019
Practical Planning for Where You Want to Be and How to Get There
Christina Gibbs
Collections Database Manager
Detroit Institute of Arts
Douglas Hegley
Chief Digital Officer
Minneapolis Institute of Art
David H. Lipsey
DAM Industry Co-Founder &
Chair, Henry Stewart DAM

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Welcome and Introductions
Roger Mayne, Untitled [two women shaking hands], 1929-1999,Gelatin silver print, Gift of Lora and Martin G.
Weinstein, Minneapolis Institute of Art 93.70.64
Let’s get to know each other
Please let us know:
● Name
● Organization
● Role
● What brings you to this session?
○ Outcome you’d like to achieve?

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Self-Assessment
Robert Gene Wilcox, Untitled [close
up of scale),Gelatin silver print, Gift
of Mary Ann Wilcox Sands ,
Minneapolis Institute of Art
88.59.110

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DAMs in the Museum Sector

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Cultural Heritage Sector
Responsibility
• to collect, study and preserve
• both artifacts & knowledge from the past
• in order to share them in the present
• and maintain them for the benefit of future
generations
Image source: http://bit.ly/2i53f9l

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Mission-driven
• Service to the community
• Mandate to preserve
• Mandate to share (make accessible)
• Sensitive to rights and permissions
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Nonprofits
• Practical limits on $
• Limited software spend in general
• Limited commitment to long-term technology investments
- Too often dependent on one skilled individual
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We are ALL digital publishing houses
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Vital Museum + DAM Topics
(gleaned from Henry Stewart DAM conferences)
1. Implementing DAMs – starting from scratch
2. Adopting DAMs – “phase two” (staff adoption of system)
3. Video … it’s hard
4. Metadata ... it’s hard too!
5. Rights management, argh!
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Vincent van Gogh
Museum Amsterdam
12
A rich digital
resource
To enrich and
inspire
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Museum
DAM
Thanks to Vincent van Gogh Museum Amsterdam

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Museums and DAMs Reality Check
- Working with DAMs changes workflows
- Risk: DAMs becomes a shadow CIMs, or vice versa
- Staff may resist changes, or see DAM only from a CIM perspective
- Beware: Departments may feel ownership of “their” images
- If search and filtering options aren’t effective, adoption won’t happen
- People don’t like training AND people need training
28-03-19
Vincent van Gogh
Museum Amsterdam
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Adapted from Vincent van Gogh Museum Amsterdam

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Thoughts on Ten Years of DAMs at The Met
Museum DAMs workflows are mostly about our image collections​
DAMs = resource-intensive and complicated​
Keep your DAMs platform current​
Integrations add great value (and overhead and risk)​
Consumer-side workflows change quickly - can you adapt?​
Adapted from Julie Shean, The Met, 2016

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Art Objects
(TMS)
Digital Media
Assets
(DAMs)
Website
(CMS) Blogs
MobileWeb
Print
(floorplans,
brochures, etc.)
Pubs
(magazines,
Catalogs, books)
Press
(PR, marketing,
news, etc.)
Documents
(reports, plans,
grant apps, policies) Archive
(library, paper files)
e.g., Social
Media Content
Created: Digital
Stored: Analog
Created: Analog
Stored: Analog
Created: Digital
Stored: Digital
Goal: Integrate/share all content
using open APIs and/or web
services
Goal: Store in digital format, with
appropriate access permissions in
metadata
Goal: Digitize as needed (no mass-
digitization project); store digital
versions in ECM
ePubs
Digital Art?
Enterprise Content Production, Museum-style
Other
©Douglas Hegley 2015
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Image Source: https://clintondentalcenter.com/wp-content/uploads/2015/05/cleaning-your-toothbrush.jpg
“Standards are like toothbrushes, everybody agrees you should
have one, but no one wants to use yours”
Attributed to Joe Croser (variations attributed to Connie Morella)
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If you build it, they will come. Well, maybe IN THE MOVIES!
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Digital Asset
Management 101
Image: courtesy Henry Cord Meyer Collection, San Diego Air and Space Museum

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We got started (I):
Will the real asset please stand up?

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Digital Asset Management - Then
(DAM) is a business process for organizing, storing, and
retrieving rich media, including photos, music, videos,
animations, podcasts, and other multimedia content. At its
simplest, DAM is a set of database records partnered with the
infrastructure to preserve and manage digital assets.

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Text Photos Data Graphics Video

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Digital Asset Management – Now
The binary + the metadata (dark) + the
metadata (lights on) + metadata (inferential,
associated, machine generated, and linked) +
embedded rights which travel with the asset,
understand usage frames and have machine
interpretable conditional control awareness (red
/ yellow /green)…
DAM Definition © David H. Lipsey

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Digital Asset Management - Now
+ SAP/ERP + customer journey yield dialogue (dynamic
Salesforce / CRM state awareness known or customer data
platform driven) + embedded linked action (IoT) + “where used”
with multi-tier social media return notation to the source asset +
automated ability to decode on-demand binary transformation
requirements =
DAM Definition © David H. Lipsey

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Digital Asset Management - Now
= Asset*
(*) at least for a little while
DAM Definition © David H. Lipsey

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DAM is now part of the bigger picture

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PIM
DAM in the Content Universe
MDM CO MRM SM SAP PKG CMS {X}
DA
M

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Digital Asset Management (DAM):
The umbrella term for broad and far
reaching, asset-neutral DAM systems.
Media Asset Management (MAM):
Software designed to manage time-based
media. MAM systems can be found "small"
media assets – say, an advertisement and
the related B roll footage. MAM systems
are also behind every broadcaster and
movie studio.
Brand Asset Management (BAM):
Sometimes used to connote a useful but
narrowly defined DAM application. Helpful in
CMO conversations.
Production Asset Management (PAM):
Software designed to manage work-in-
progress media, often in broadcast or video
games.

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What DAM isn’t
Document
Management
Web Content
Management
A Single
UseTool
Something for
ControllingWater

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Key drivers for caring about DAM
Consistency Find-ability Risk Mitigation

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What can go wrong?
• Keeping digital content usable is a complex and on-
going process:
• Storage is not secure
• Digital bits decay and become unusable over time
• Formats and software are vulnerable and become
obsolescence over time
Image andText courtesy LindaTadic, Digital Bedrock

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And then along comes…
• Challenges to brand authenticity
• Rebranding in a digital era
• Better workflow
• Remarkable advances in personalization
• A digitally aware employee workforce
• Automation (fulfillment, auto-generated metadata)
• Rights – and risk – and more and more digital content

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We all love the cloud… but technology changes
TI Silent 700 Terminal - Tymshare
http://www.computerhistory.org

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Leadership drives DAM adoption
• Maturity & sophistication are not black & white
• Maturity is never done
• Maturity can go backwards
• Diligence through evolving governance
• There is no growth without sustainability
• DAM’s role in the organization can (and likely will) change

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A Bright Future
• No certification standards
• No US-based programs*
• Recruiting, Staffing and growth – recurring capital
• IoT and content on the smart grid
• Smart Labels
• Where does DAM report – CMO, CIO, COO, COO, COO, COO
• Executive understanding and education
* yet

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What we do really
does matter….

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A Clear Focus on the Past
A Bright Future Ahead

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What is the DAM Maturity Model?

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The opportunity for ongoing self-assessment
CREATE A
SHARED VISION
DEVELOP A
ROADMAP
ORGANIZE
CONTENT
CATEGORIZE
CONCEPTS
PLAN FOR
TRAINING

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Why we created the
DAM Maturity Model

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Digital Asset Management (DAM) is the collection of systems and processes
that enable the management of assets from creation through distribution
and archive.
The DAM Maturity Model (DMM) was developed in 2012 by a team of DAM
industry experts and is published under Creative Commons. The DMM is used
to help evaluate where you currently stand on your DAM journey. The DMM
can help you map a path to success.
Theresa Regli, David H. Lipsey & Lauren Dohr
Principal Co-Authors

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What does the DAM
Maturity Model cover?

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DMM CategoriesPeople Human roles, responsibilities, and interrelationships in an
organization's use and management of DAM
Information Material and related descriptors that enable the use of an asset
Systems Related components that work together to facilitate the lifecycle of
assets
Processes Repeatable set of procedures and operations designed to realize each
stage of an asset’s lifecycle

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DMM Levels
Level I
Initial
Level II
Defined
Level III
Managed
Level IV
Predictable
Level V
Optimizing

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The opportunity
for ongoing self-
assessment

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Ready?
Groman123 from Bestwig, Deutschland [CC BY-SA 2.0 (https://creativecommons.org/licenses/by-sa/2.0)]

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48. INFORMATION

49. Metadata
Ad Hoc Incipient Formative Operational Optimal
No metadata
(filename only);
unorganized; no
policy or
organizational
strategy
Inconsistent asset
tagging;
department-level
common
repositories and
policies
Conforming
vocabularies for
organizational use
Enterprise
taxonomies
created; all new
repositories and
asset types
registered and
related
Defined standards;
defined job
responsibilities;
enterprise
taxonomy in use;
metadata is
complete and
travels with asset;
metadata changes
are tracked;
ongoing refinement

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How NOT to use the DAM Maturity Model

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DMM Use - NOT
AS A CHECKLIST ONCE BY YOURSELF

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How TO use the DAM Maturity Model

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DMM Use - YES
SELF-
ASSESSMENT
PRIORITIZE
IMPORTANCE
SET GOALS
TO MEASURE
MEASURE
TWICE!

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Final Thoughts
• Maturity & sophistication are not black & white
• Maturity is never done
• Maturity can go backwards
• Diligence through evolving governance
• There is no growth without sustainability
• DAM’s role in the organization can (and likely will) change

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Expect the Unexpected

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Workshop: Practical Planning
Dale Chihuly,
Minneapolis Workshop
Drawing, 1997, Acrylic
paint on white wove
paper, Gift of Evan and
Naomi Maurer ,
Minneapolis Institute of
Art 99.207.2

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Governance
Best practices for managing DAM - where does it report? How are costs justified? Does DAM need a
dedicated department?
Innovation & use/re-use of assets
What else can DAM help with - use cases for film and video, press + PR, education materials, print pubs,
grant applications, events, UGC, and other community engagement?
Metadata
The key to the kingdom - what are sources of metadata across your institution? What are the most
commonly used assets? How do you keep up with metadata? Can you use failed searches or complaints
about findability?
Capacity-building
How do we socialize DAM? Consider training, technology, teamwork, metrics that really matter, useful
reports. How do we plan for ongoing growth and recurring budgets?
Groups

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What’s Next for DAMs in Museums
The Future!
Image source: https://comingsoon.ae/developments/museum-future-unique-complex-open-dubai-2019/

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City Glow(2005), Chiho Aoshima; Collaborator: Bruce Ferguson
Five screen animated film installation. Gift of Funds from the Friends of the Institute and The William Hood Dunwoody Fund, Minneapolis Institute of Art 2011.83
Challenge: Digital Collections
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Hurdy Gurdy Man (Chrysanthemums) (2006) Jennifer Steinkamp
Video components. Gift of Funds from Barbara Steiner, Diane and
David Lilly and Samuel D. and Patricia N. McCullough, Minneapolis
Institute of Art 2010.57
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Challenge: Professionalization?
What about:
Digital literacy?
Metadata standards?
Publishing workflows?
Digital content production?
What about:
DAMS Manager?
Digital Production Coordinator?
Chief Digital Officer????
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Technology
Equipment
Backup
Backup testing
Access copy
Preservation copy
Ongoing costs
Artist intent
Format
Emulation
Migration
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Reflections and Questions
Douglas Hegley
dhegley@artsmia.org
@dhegley
David H. Lipsey
dhlipsey@gmail.com
Christina Gibbs
christina.lynne.gibbs@gmail.com
@clg_gibbs

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Thank you!