6 Steps to DAM Success2019-12-05T10:10:39+00:00

Step 1. Gap Analysis

Gap Analysis is carried out using the DAM Maturity Model. It allows you to identify gaps within the business, your company’s current knowledge of data-driven systems and understanding of digital strategy, and gain an overall understanding of how the business currently operates.

People, Information, Systems and Processes must be considered. Understanding the ‘gaps’ within your company allows you to identify areas for improvement and lead you to your desired outcome when implementing DAM.

The DAM Maturity Model is broken down into 4 categories with a total of 15 sub-categories:


The need for talented teams of people and individuals is necessary for effective DAM operation and it is people who form the backbone of any DAM system.

Technical Expertise2019-12-04T12:43:10+00:00

An assessment of the abilities of those who form the DAM infrastructure in the management of DAM technologies.

Business Expertise2019-09-16T16:58:20+01:00

This relates to the understanding of fundamental DAM concepts with a view to maintaining the overriding vision of DAM strategy.


An assessment of the combination of technical and business expertise and the resulting ability of an organisation to operate a collaborative, unified DAM strategy.


This is the structuring and maintenance of metadata, taxonomies and controlled vocabularies within a strong framework which lies at the base of successful organisational strategies within DAM.


The maturity model looks for the defined practices and standards in place to gain the maximum value from your asset repository.  A digital file becomes an asset when you add value to it through metadata and use organisational tools employed by DAM systems to make it finadable and available for reuse.


This measures the proficiency with which metadata supports categorisation and classification of assets through taxonomies and controlled vocabularies but also how metadata is used to define administration, access, rights management and other DAM functions.


An assessment of how successfully an organisation repurposes and reuses assets, this relates both to how the organisation makes assets available for adaptation, but also the frequency with which reuse and repurposing is carried out, rather than the creation of new assets.


Measures how well assets can be retrieved, this relies upon an associated, detailed array of metadata and taxonomies but also on tagging and storage practices and policies.

Use Cases2019-12-04T12:49:50+00:00

Measures the breadth of different ways in which the DAM is accessed and utilised and the corresponding information employed to benefit the largest number of users.


Systems within DAM are required to facilitate the lifecycle of assets. The systems category therefore refers to the ways in which the DAM is accessed and is made secure through a management infrastructure and through the direction of resources across the organisation.


This refers to the level to which DAM operation is spread within an organisation; referring both to the number of use cases represented and also to the uptake of the DAM system itself by employees working within different departments and silos.


Security in the maturity model assessment refers to the security of assets and the involvement of metadata. This includes authorisation, authentication, policy enforcement, users, roles, internal/external access controls and rights management.


This assesses the overall user experience (UX). Maintenance of a positive UX relies on the system itself but also collaboration between different departments and individuals, so that each user type is getting the most out of their DAM usage.


This is a broad assessment of the success with which assets, metadata and people are managed across the organisation, and how well the systems in place support DAM usage.


This final category focuses on the processes by which people use information within established systems. It is essentially what brings everything together and provides the tools with which the DAM strategy can be realised.


An assessment of how successfully business processes and workflow tools are used to increase efficiency and quality in the production of content. It involves the collaboration and coordination of different parties, effective communication and self-monitoring.


This looks at the people who have been put in place to manage the DAM, being mindful of the overriding goals of the DAM strategy alongside the maintenance and constant improvement of DAM operation. It is a reflection of how well governance policies within the company are delivered through the use of DAM


DAM systems are not simply storage repositories, as such this category assesses the success with which integrated tools improve DAM usage. This includes a wide range of tools, from creative tools for delivering rich content, to workflow management tools which increase organisational efficiencies.

A business can carry out its own Gap Analysis using our FREE resource, the DAM Maturity Model.

IQ Equity can also supply a bespoke report on businesses in your vertical / sector so you can benchmark your maturity against levels within the industry.

If you require more information on what your level of maturity means and what strategies you can implement to improve the digital maturity of your business, please Contact Us.

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