To build a solid digital asset management strategy we first focus on the people within an organisation. Our goal is to identify leaders, stakeholders, first adopters and those who will need training.
The DAM Maturity Model Analysis uses 15 dimensions organised into four categories to define the digital asset management ecosystem.
PEOPLE
The human roles, responsibilities, and interrelationships in an organisation’s use and management of DAM.
People – Technical Expertise
1. Ad hoc
Exposure to the application of DAM technologies, including managing repositories and workflow systems.
2. Incipient
Casual understanding of DAM technologies, often starting in the form of content management systems and centralised document repositories.
3. Formative
Demonstrated experience with implementation of named DAM systems and core competencies, such as ingestion, cataloguing, transformation, transcoding, distribution, etc.
4. Operational
Managing repositories and workflow systems is core to IT with organised knowledge transfer.
5. Optimal
Understanding and participating in forecasting enterprise DAM needs in preparation of future business requirements.
We use a simple web-based form to identify where each department sits within each of the maturity model dimensions, from this we can build our activity groups.
Identifying Stakeholders with the knowledge to lead the DAM strategy
Identifying training needs and possible slow down in user adoption
Identifying First Adopter Groups, those most prepared for rollout
Repeat for all dimensions across people within an organisation.
People – Business Expertise
This refers to the understanding of fundamental DAM concepts between employees and management in support of the organisation’s core mission. To promote an organisation’s DAM expertise, clearly related and defined roles should be used as a starting point. Examples include:
1. Ad hoc
Exposure to the use of DAM technologies, including repositories and workflow systems.
2. Incipient
Casual understanding of the value of DAM, often starting in the form of utilising content management systems and centralised document repositories.
3. Formative
Demonstrated experience with implementation of named DAM systems and core competencies, such as ingestion, cataloguing, transformation, transcoding, distribution, etc.
4. Operational
Assets managed through repositories and workflow systems; a core function with organised knowledge transfer.
5. Optimal
Understanding enterprise DAM capabilities to uncover current and future asset value.
People – Alignment
Alignment is the collaboration between technical and business areas utilising the value of DAM to achieve the organisation’s mission. This collaboration provides the capability for the groups to anticipate the needs of one another with complementary strategies.
1. Ad hoc
Exposure to the use of DAM terminology, including ingestion, cataloguing, transformation, transcoding, distribution, etc.
2. Incipient
Casual understanding of the need for DAM, often starting with utilising and creating content management systems and centralised document repositories.
3. Formative
Demonstrated collaboration to extract value from named DAM systems with core competencies.
4. Operational
Active collaboration utilising cross-functional teams to manage the improvement of asset repositories and workflow systems with organised knowledge transfer.
5. Optimal
Proactive use and refinement of DAM capabilities to uncover current and future asset value.