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TOP 10
MISTAKES
WHEN IMPLEMENTING A DAM SOLUTION
BY RICKY PATTEN
DIRECTOR
DATABASICS
DataBasics provides business
consultancy with software solutions
and services that improve productivity,
effectiveness and...
WHAT IS DAM?
Digital Asset Management (DAM) is all about managing digital
media better. DAM helps you find the right files...
DAM IMPLEMENTATION
MISTAKES
DAM is prone to implementation mistakes that can make your
project seem like a complete and ut...
TOP 10 MISTAKES
0 10 20 30 40 50 60
Started without a complete business plan
Didn't understand what DAM is
Ignored metadat...
MISTAKE #1
STARTED WITHOUT A COMPLETE
BUSINESS PLAN
STARTED WITHOUT A
COMPLETE BUSINESS PLAN
 No plan
 Not adhering to the plan
 Project scope too big
 Lack of success cr...
MISTAKE #2
DIDN’T UNDERSTAND WHAT DAM IS
(AND WHAT IT IS NOT)
NOT UNDERSTANDING WHAT DAM IS (AND
WHAT IT IS NOT)
 Didn’t understand what DAM is and how it is going to
be used
 Undere...
MISTAKE #3
IGNORING METADATA
IGNORING METADATA
 Underestimated the complexity involved in collecting metadata
 Not collecting the right metadata
 No...
MISTAKE #4
PARTNERING WITH IT
DEPARTMENT FAILED
PARTNERING WITH IT DEPARTMENT
FAILED
 IT department not involved in the project
 Underestimating technical resources nee...
MISTAKE #5
NO DEDICATED PROJECT
MANAGER
NO DEDICATED PROJECT MANAGER
 No dedicated DAM/ archival person
 No one in charge of metadata entry and cataloguing
MISTAKE #6
DIDN'T UNDERSTAND DAM
BENEFITS
NOT UNDERSTANDING DAM BENEFITS
 DAM benefits not explained
 False expectations about benefits
 Underestimating the valu...
MISTAKE #7
LACK OF LEADERSHIP BUY-IN
LACK OF LEADERSHIP BUY-IN
 No support from executive team
 Poor leadership
 No ownership of the project
 Power struggl...
MISTAKE #8
BUILT DAM SOLUTION FROM
SCRATCH
BUILT DAM SOLUTION FROM SCRATCH
 Tried to build system themselves
 Too much customisation
MISTAKE #9
PICKED THE WRONG VENDOR
PICKED THE WRONG VENDOR
 Selected the cheapest quote
 No local support and training services provided
 No prior experie...
MISTAKE #10
DID NOT ACCEPT DAM AS AN
OPERATIONAL COST
DID NOT ACCEPT DAM AS AN
OPERATIONAL COST
 Expected ROI before making investment
 Expected customers to pay for the solu...
LESSONS LEARNED:
 Have a business plan
 Learn what DAM is all about
 Don’t ignore the metadata!
 Get your IT departmen...
HAVE A BUSINESS
PLAN
A formal business plan outlines what the
DAM system will accomplish – its value to
the organisation –...
LEARN WHAT DAM IS
ALL ABOUT
DAM is not a project, a temporary assignment
to IT or Marketing to make their lives easier.
DA...
DON’T IGNORE THE
METADATA!
Do you know what assets you have and how
to identify, organise, and describe them? This
is crit...
GET YOUR IT DEPARTMENT
INVOLVED
A well-managed DAM implementation typically
involves three main groups – business, IT, and...
ASSIGN A PERMANENT DAM
PERSON
A Digital Asset Manager role is important in
ensuring the assets are being ingested and
tagg...
REALISE THE VALUE
OF YOUR ASSETS
Your images, PDFs, design files, videos, etc. become
valuable assets if you can find them...
GET YOUR EXECUTIVE
TEAM ON BOARD
Successful projects require leadership buy-in
and an executive sponsor. This is key to
ge...
CUSTOMISE AN OFF-THE-
SHELF SOLUTION TO FIT
YOUR NEEDS
Building a DAM solution is a complex art and
involves many strategi...
CHOOSE A VENDOR
WITH EXPERIENCE AND
EXPERTISE
Select a vendor with extensive experience
designing, implementing, and deplo...
ACCEPT DAM AS AN
OPERATIONAL COST
Digital asset management requires support
structure and training. Establishing and
maint...
NO ONE STATED THEY HAVE
STOPPED USING THEIR DAM
SYSTEM!
www.databasics.com.au
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Top 10 Mistakes When Implementing a DAM Solution

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This is a report of some of the most common digital asset management (DAM) implementation mistakes, sourced from phone interviews with 32 companies that had implemented DAM in the last 5 years.

Published in: Technology
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Top 10 Mistakes When Implementing a DAM Solution

  1. 1. TOP 10 MISTAKES WHEN IMPLEMENTING A DAM SOLUTION BY RICKY PATTEN DIRECTOR DATABASICS
  2. 2. DataBasics provides business consultancy with software solutions and services that improve productivity, effectiveness and efficiency in digital asset and media management
  3. 3. WHAT IS DAM? Digital Asset Management (DAM) is all about managing digital media better. DAM helps you find the right files, distribute them and ensure their security. A good digital asset management initiative pairs customised DAM software with an organisation’s business processes to make the enterprise run smoothly.
  4. 4. DAM IMPLEMENTATION MISTAKES DAM is prone to implementation mistakes that can make your project seem like a complete and utter waste of money. BUT KNOWLEDGE IS POWER. This is a report of some of the most common DAM project mistakes, sourced from phone interviews with 32 companies that had implemented DAM in the last 5 years.
  5. 5. TOP 10 MISTAKES 0 10 20 30 40 50 60 Started without a complete business plan Didn't understand what DAM is Ignored metadata Partnering with IT department failed No dedicated project manager Didn't understand DAM benefits Lack of leadership buy-in Built DAM solution from scratch Picked the wrong vendor Did not accept DAM as an operational cost
  6. 6. MISTAKE #1 STARTED WITHOUT A COMPLETE BUSINESS PLAN
  7. 7. STARTED WITHOUT A COMPLETE BUSINESS PLAN  No plan  Not adhering to the plan  Project scope too big  Lack of success criteria  No thorough analysis of what is needed  No focus  No asset contributors involved in planning  Workflow does not match business processes
  8. 8. MISTAKE #2 DIDN’T UNDERSTAND WHAT DAM IS (AND WHAT IT IS NOT)
  9. 9. NOT UNDERSTANDING WHAT DAM IS (AND WHAT IT IS NOT)  Didn’t understand what DAM is and how it is going to be used  Underestimated the complexity  Overestimated skill sets available  No-one in organisation with prior DAM experience
  10. 10. MISTAKE #3 IGNORING METADATA
  11. 11. IGNORING METADATA  Underestimated the complexity involved in collecting metadata  Not collecting the right metadata  No management of metadata entry  Ineffective metadata  No metadata structuring or standardisation  Benefits of metadata unclear
  12. 12. MISTAKE #4 PARTNERING WITH IT DEPARTMENT FAILED
  13. 13. PARTNERING WITH IT DEPARTMENT FAILED  IT department not involved in the project  Underestimating technical resources needed  Trying to fit business to system  No customisation, no integration with business processes  Underestimated storage requirements  Gap between IT and users
  14. 14. MISTAKE #5 NO DEDICATED PROJECT MANAGER
  15. 15. NO DEDICATED PROJECT MANAGER  No dedicated DAM/ archival person  No one in charge of metadata entry and cataloguing
  16. 16. MISTAKE #6 DIDN'T UNDERSTAND DAM BENEFITS
  17. 17. NOT UNDERSTANDING DAM BENEFITS  DAM benefits not explained  False expectations about benefits  Underestimating the value of assets  Believe DAM is too expensive
  18. 18. MISTAKE #7 LACK OF LEADERSHIP BUY-IN
  19. 19. LACK OF LEADERSHIP BUY-IN  No support from executive team  Poor leadership  No ownership of the project  Power struggle between users and IT
  20. 20. MISTAKE #8 BUILT DAM SOLUTION FROM SCRATCH
  21. 21. BUILT DAM SOLUTION FROM SCRATCH  Tried to build system themselves  Too much customisation
  22. 22. MISTAKE #9 PICKED THE WRONG VENDOR
  23. 23. PICKED THE WRONG VENDOR  Selected the cheapest quote  No local support and training services provided  No prior experience
  24. 24. MISTAKE #10 DID NOT ACCEPT DAM AS AN OPERATIONAL COST
  25. 25. DID NOT ACCEPT DAM AS AN OPERATIONAL COST  Expected ROI before making investment  Expected customers to pay for the solution  Focused on non-core issues  Lack of internal support and resources  Chose hosted solution when internal solution was needed
  26. 26. LESSONS LEARNED:  Have a business plan  Learn what DAM is all about  Don’t ignore the metadata!  Get your IT department involved  Assign a permanent DAM person  Realise the value of your assets  Get your executive team on board  Customise an off-the-shelf solution to fit your needs  Choose a vendor with experience and expertise  Accept DAM as an operational cost
  27. 27. HAVE A BUSINESS PLAN A formal business plan outlines what the DAM system will accomplish – its value to the organisation – quantifies it, and then justifies the investment. The starting point is documenting the way things are done now and what it costs in terms of time, effort, and resources.
  28. 28. LEARN WHAT DAM IS ALL ABOUT DAM is not a project, a temporary assignment to IT or Marketing to make their lives easier. DAM is more than that. It is a product that enables your marketing and sales team, partners and customers to quickly, easily and securely access and distribute the digital assets they need to be successful.
  29. 29. DON’T IGNORE THE METADATA! Do you know what assets you have and how to identify, organise, and describe them? This is critical to the entire DAM operation. Metadata is your greatest “asset”. It provides structure and information needed to make your assets more meaningful and valuable.
  30. 30. GET YOUR IT DEPARTMENT INVOLVED A well-managed DAM implementation typically involves three main groups – business, IT, and user community. This ensures that all of them are in lock step agreement on what is being built and can also resolve issues as they surface.
  31. 31. ASSIGN A PERMANENT DAM PERSON A Digital Asset Manager role is important in ensuring the assets are being ingested and tagged properly. This role is important to the implementation and ongoing success of the project.
  32. 32. REALISE THE VALUE OF YOUR ASSETS Your images, PDFs, design files, videos, etc. become valuable assets if you can find them and use them. DAM creates value for your organisation by transforming these files into assets for inclusion in projects, for distribution, or licensing them to third parties.
  33. 33. GET YOUR EXECUTIVE TEAM ON BOARD Successful projects require leadership buy-in and an executive sponsor. This is key to getting the project up and running and to sustain future investment in maintaining a viable and effective DAM solution.
  34. 34. CUSTOMISE AN OFF-THE- SHELF SOLUTION TO FIT YOUR NEEDS Building a DAM solution is a complex art and involves many strategic and technical decisions to ensure the solution meets the needs of the organisation. The purchase of a solution generally includes an ongoing support and upgrade agreement with the vendor. An off-the-shelf solution can be customised to meet the organisation’s needs.
  35. 35. CHOOSE A VENDOR WITH EXPERIENCE AND EXPERTISE Select a vendor with extensive experience designing, implementing, and deploying their products. For example, DataBasics professional services team has performed a wide range of DAM implementations for more than 20 years and has extensive experience working with a large variety of companies and customers.
  36. 36. ACCEPT DAM AS AN OPERATIONAL COST Digital asset management requires support structure and training. Establishing and maintaining your DAM system is an important cost. It is critical to success of DAM and often the area that companies fail to fund, killing the digital asset management efforts.
  37. 37. NO ONE STATED THEY HAVE STOPPED USING THEIR DAM SYSTEM! www.databasics.com.au

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