• Scalable solutions that merge technology, tools, workflow
processes and best practices.
• Project plans for content management, business and monetization
• Content in any form, including still and moving images, audio,
documents, design files, artifacts and other assets.
4. What is DAM?
Enabling tool that changes how users interact with digital
archives and archived content by centralizing access to
• Platform for efficient and effective collaboration
• Management of shared assets across an organization
• Tool that enables access and use / re-use assets in new smart, nimble,
productive and creative ways
• Virtual archive environment that energizes projects to digitize fragile
– Illuminates dark content within archives
– Reduces unnecessary handling by eliminating need to circulate fragile
5. So many acronyms
• Digital Asset Management (DAM)
– Hardware/software platform for organizing, storing and retrieving
media and managing digital rights and permissions.
– Rich media assets may include: photos, music, videos, animations,
graphics, logos, art, audio, podcasts and other multimedia content
• Media Asset Management (MAM)
– Same as DAM but focused on support of media assets like video
digitized film and audio.
6. But wait…there’s more:
– Physical Asset Management (PAM)
– Production Asset Management (PAM)
– Brand Asset Management (BAM)
– Library Asset Management (LAM)
– Enterprise Content Management (ECM)
– Marketing Content Management (MCM)
Acronyms vary but generally common purpose and philosophy
So many acronyms
7. DAM workflow considerations
• Digitization of original physical assets not born-digital
• Ingestion / uploading
• Structured and searchable metadata / keywords
• Diverse range of asset data
• Search, view, order / download, annotate, share
• Storage and restoration
• Reporting / analysis
8. DAM technology considerations
– Need to build / house all hardware and integrate within greater IT
– Considerations include:
• Available space, environment, power, security, connectivity
• Hardware / software maintenance and upgrades
• High start-up costs depending on scale
• Support resources for upgrades, troubleshooting, etc.
• On-going operational and capital costs
Higher cost of ownership but greater flexibility, control and customization
9. DAM technology considerations
Cloud-based or software-as-a-service
– Fee-based, by volume or users or both
– Fixed monthly costs, no significant start-up or capital costs
– No internal hardware
– No additional in-house tech support resources
– Service provider manages on-going maintenance, upgrades and
continuity of service
– Template-based look, feel and functionality with some customization
– Can be a quick way to get started
Without good metadata, your digital asset is a
grain of sand at the bottom of the ocean
– Define your metadata
– Determine who will capture it and how/when it will be captured
– Determine standards, style and minimum requirements
– Identify goals, objectives and expectations:
• Drive workflow automation?
• Integrate with other systems?
11. Types of metadata
• Technical – Often captured by recording device.
• Transactional – Relates to the processing facts about an asset.
• Foundational – Refers to the essence of the asset, inventory record
• Contextual / Content – Description, the “about-ness”
12. Long term considerations of digital archives
• Updates to prevent obsolescence
– Software upgrades
– Hardware support
– Overall system health
• Do in-house or by your service provider
• The responsibility of digital storage is…forever
13. DAM is more than technology
• Success comes from pairing technology with good practices
• It’s about the how’s and why’s and the results
• Focused on workflow and operations
• Intuitive, simple user experience, regardless of complexity behind
14. Getting started with DAM
• Collaborate on requirements with key stakeholders
– Clear and agreed-upon goals and priorities
• Document existing workflow or business need
– Each step, process, hand-off, resources
– Efficiencies and inefficiencies
– Consider current state assessment and recommendations from
knowledgeable DAM consultant
• Draft DAM requirements document
– Practical and realistic
– Separate “Must-haves” from “Nice to haves”
– Avoid scope-creep
15. Getting started with DAM
• Vendor research
• Request for Information (RFI) or Request for Proposal (RFP)
• Reduce field to contenders
– Obtain client references
– Consider vendor support reputation / experience
• Plan implementation project
16. Don’t neglect the basics
• What do you want to do?
• What are current business / archive / information needs?
• What are future needs and expectations?
• How will this benefit your operation?
• What is the funding and what is the ROI?
• Who are the key stakeholders and benefactors?
• What is the best way to gain maximum impact?
17. Why librarians make great DAM managers
• Success of DAM projects require library skills and best practices
• Librarians understand how to develop and maintain robust,
• Order to the chaos and transparency into the depths of the
18. Closing thoughts
• Users expect fingertip / desktop access to archive content
• Over-arching approaches are similar across different environments
but details tend to be specific to operations and culture
• DAM may be part of a bigger enterprise asset management
solution or a division-specific application
• DAM is an easy idea tied around a complicated solution
– Get the right people involved to be on the road to success
– It’s not just having the asset …it’s being able to find it and know what
you can do with it
19. Philip Spiegel
Content Management Operations
• Over 20 years experience managing large commercial
and broadcast media archives
• Experience with broadcast, production and media
• Fluent in technical, operational and business
challenges of complex enterprise-wide DAM initiatives
• Previous experience includes National Geographic,
Getty Images, Image Bank and Corbis Motion
• Frequent speaker on digital asset management,
workflows and media archive management
• Member of AMIA and SMPTE
For the sake of this discussion I am going to us DAM as the universal acronym regarding all of these systems.