Another DAM Podcast

Audio about Digital Asset Management


Leave a comment

Another DAM Podcast interview with Alex Hauschild on Digital Asset Management

Listen to Alex Hauschild talk about Digital Asset Management

Transcript:

Henrik: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Alex Hauschild. Alex, how are you involved with Digital Asset Management?

Alex: I started out at UCSB Davidson Library working for Salvador Güereña. And he brought me on to do brochures and graphic arts and stuff for him and we hit it off up pretty good and during that time found out that a lot of my imaging experience from previous was what’s going to help him develop what was called a digital library at the time. And we did a couple of pilot projects and went from there and he encouraged me to get the… he tricked me into getting a library and information sciences degree and went from there. I ended up with the UCSB Art Museum doing architecture and design collections.

Worked with California digital library, developing some of their policy and content governance for the California Digital Library and Califas, which is basically a large multicultural archive online. And went from there. Around 2008, ended up going to…moved to Los Angeles, did a little trying to start my own publishing business for a while. They ended up with Motor Trend hot rod trying to save their archive and that was an amazing experience. And from there, just kept going through the entertainment industry, went to Dreamworks and from there Google.

Henrik: Alex, how does a multinational technology company use Digital Asset Management?

Alex: Well, that’s a crazy question. Basically, they use it in multiple different facets. There’s production pipelines. Might have heard the term creative value chains or creative value pipelines and these are basically the production from concept to final assets. And final assets actually can mean several different things. So they’re using Digital Asset Management all the way along the way and sometimes multiple case in multiple ways. They use it in project management and then they use it for distribution. I mean, the short answer is distribution in all cases. That’s what Digital Asset Management is all about. But depending on your user base, it depends on what that distribution is.

Henrik: Alex, What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Alex: That is a question that has two different parts. What are the challenges and successes for me and what are the challenges and successes in the field. For the field, I think what we’re seeing is more of a transition or more of a user-friendly attitude towards content management basically blends brand awareness and brand control with Digital Asset Management. We kind of transitioned into that from content management systems and just being…. seeing the potential for being able to distribute out to multiple users and multiple ways. Especially with… for the web or specifically for the web. For myself, it’s been a long road, so I’ve gone from creating digital library… Digital Asset Management systems before we had a term for them. I used to think of them as digital libraries and then kind of evolving with the industry as it transitioned into, I think basically going into distribution and then getting mixed with legal and I think maybe the challenges and obstacles we faced are now that we’re able to provide organized sets of assets on a massive scale, how can we protect the legal at that point and what kind of interaction with legal and licensing do we want to take? Or we the gatekeepers, are we the organizers? That’s really the fundamentals of the industry right now I think is can we transition as librarians, gatekeepers into a communicative role where we basically are helping users determine whether or not just where something is, but whether or not they can use it, so user control is a big deal now.

Henrik: Alex, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Alex: I mean, depending on which aspect of the industry they want to go in, there’s a big difference between academic and tech…technology fields where I’m at. I would get to know the marketing production, the process of it from content creation, which is at the producer level, at the project manager level and get to know how that works and how those assets are transferred from concept to creatives to postproduction. There’s so many tie-ins from asset producers who are creating images and handing them off multiple ways. Those handoffs become the critical mass for any assets, like who’s getting it, when they’re getting it and those are the timelines that you were working with. I think that those are really the things I would pay attention to if I was starting out. Now it’s can I get more involved in marketing and can I understand the marketing world because they’re the ones really creating these asset banks, really just get to know marketing agencies and how agencies work. It really becomes more of a people process when you understand why and when things are being made.

Henrik: Well, thanks Alex.

Alex: Thanks for having me.

Henrik: For more on this, visit anotherdampodcast.com. If you have any comments or questions, please send me an email at anotherdamblog@gmail.com. Thanks again.

 


 

Listen to Another DAM Podcast on Amazon AlexaApple PodcastsAudioBoomCastBoxGoogle Play,  RadioPublicRSS, Spotify or TuneIn

 


Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.


Leave a comment

Another DAM Podcast interview with Sandra Sundback on Digital Asset Management

Sandra Sundback discusses Digital Asset Management

Transcript:

Henrik de Gyor: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I’m speaking with Sondra Sunday back. Sandra, how are you?

Sandra Sundback: Hi, I’m good. How are you?

Henrik de Gyor: Great. Sandra, how are you involved with Digital Asset Management?

Sandra Sundback: Okay, so I work as the product owner of our DAM, which basically means that I’m the subject matter expert and I’m responsible for the implementation of our enterprise-wide DAM and actually for the whole product and the concept. I work really closely with all of our stakeholders. It’s basically the vendor, our end users, which we have quite a lot of and then the IT department and all the developers from our integration partner. Also, I wrote my Master’s thesis on DAM which was a case study on Kesko and its current status on asset management. And then I did an analysis on how the implementation of a DAM could help us achieve our strategic objectives. So I actually also studied the field for quite some time during that time.

Henrik de Gyor: How does a leading Finnish listed trading sector company use Digital Asset Management?

Sandra Sundback: Well, we actually just started our implementation project in mid-April, so we haven’t really been able to start using the system quite yet, but the aim is to build kind of a central hub which would work for all of our content creators and it would enable them to have a much faster time to market for much more streamlined production processes. And this we aim to achieve too, streamlining the production processes with the tools that DAM provides us and also by using all possible automation possibilities. And just to kind of downsize the manual work for everyone by combining these tools. And our DAM utilizes a lot of existing enterprise data as its metadata. So for instance, we collect a product data and recipe data from our other systems APIs and we plan to highly concentrate on making the metadata as business-centric as we possibly can so that it will both serve the end users of the DAM. And then also our publishing and marketing automation processes. And we just completed the first migration project last week and actually, and we’d have now kicked off a kind of a soft launch, so we’re refining the metadata with our DAM champions and they will do a lot of manual refining and fine-tuning of the metadata, but we will also run several refinement runs from the data sources from the APIs which we have available, but we still have four upcoming migration is to go through. So the work is far from done just yet.

Henrik de Gyor: Sandra, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Sandra Sundback: Well, in our case we went through a very rigorous discovery and decision-making process, which at times felt really hard and frustrating almost. We also actually had some difficulties in finding the right vendor for us. So a vendor who would be able to provide us with the suitable toolkit for us and how we wanted to implement our DAM. So we actually ended up having two RFP rounds, but fortunately, we were able to use some expert help outside of K group on the other time around or the second time around. Also, we decided to do a proof of concept with the two finalists vendors and finally we found our match. If I were to think about our biggest success, it’s probably how we prepared for the first migration and the cleanup of that legacy system was pretty well prepared and all the stakeholders were very engaged in getting the cleanup done.

So we ended up cleaning up the system, I guess within a month roughly. We migrated  200,000 assets and we were also able to classify different priorities for the assets which we were migrating. So it made me very happy actually to see kind of everyone dig in and start working on that. We also did have a pretty extensive mapping of the metadata from the first migration or the legacy system. And that’s going to help us a lot when we tried to manage kind of the metadata refining phase now in the new DAM after the migration is done. But the beginning was really tough. But after we got the vendor and we started implementing, things have actually been moving really fast and I’m really, really happy to see that.

Henrik de Gyor: And what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Sandra Sundback: I created a top three. Probably I would have more, but my first one is never, never, ever, never give up.

There’s going to be times when people don’t really understand what DAM is all about and they’re going to question the whole endeavor and probably everyone won’t even see the benefit in investing huge amounts of money for a resource to do the DAM implementation right, but I would say that by analyzing the current state, calculating what benefits you could gain and continuously communicating with the decision makers that’s a key issue and it’s going to help. And we actually went through almost two years of internal marketing and justifying the need and mapping of the vendors and trying to find the perfect vendor and before we could start implementing. So, I really at times felt that I wanted to give up, but I’m really happy I didn’t. So that would be my first advice, never give up. It’s, it’s gonna happen.

The second one is that do your due diligence, which basically what I mean by that is that you really need to know who the users will be in the organization. So also again, a mapping and discovery phase is very important and also understanding the different processes which they’re currently using and who their partners are, for instance, in content production or where they’re buying their assets from and creating them. It actually helped me a lot that I have a marketing background. I understood the processes and the pain points pretty well actually from when we interviewed the stakeholders. And also, of course, it’s important to know what the current systems are which the organization is using, where assets might leave at the moment and how many assets and how to migrate. Then how to build metadata model and the taxonomy in the DAM, which will then serve all the users in the new DAM. So that those are actually the hardest pre-work that needs to be done. But it pays off in when, when you start implementing.

And then as my third one, I actually chose to use all the DAM resources and the whole network which is available out there. The best thing that I invested in was buying a couple, a super great books actually on how to do the DAM implementation right and where the focus should be. It really helped me in a kind of forming my vision and also I reached out to the communities on LinkedIn for instance, and I, I have done my best to network with peers in seminars. And the funny thing about the DAM community is actually that people are really helpful and they are ready to discuss difficulties or give their best practices and ideas with you. So it’s really worth a try at least to connect with people.

Henrik de Gyor: Well Thanks, Sandra.

Sandra Sundback: You’re very welcome. Thank you.

Henrik de Gyor: For more on this, visit anotherdampodcast.com. If you have any comments or questions, please feel free to email me anotherdamblog@gmail.com. Thanks again.

 


 

Listen to Another DAM Podcast on Amazon AlexaApple PodcastsAudioBoomCastBoxGoogle Play,  RadioPublicRSS, Spotify or TuneIn

 


Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.