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Another DAM Podcast interview with Giovanni Benigni about Digital Asset Management

Interview with Giovanni Benigni about Digital Asset Management

(Duration: 10 minutes 40 seconds)

Questions asked

  1. How are you involved with Digital Asset Management (DAM)?

  2. How does the Vatican Museums’ Digital Transformation project involve Digital Asset Management?

  3. What are the biggest challenges and successes you have seen with Digital Asset Management?

  4. What advice would like to share with DAM professionals and people aspiring to become DAM

Transcript

Henrik de Gyor (0:00): This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Giovanni Benigni.

Henrik de Gyor (0:08): Giovanni, How are you involved with Digital Asset Management?

Giovanni Benigni (0:12): Well, before starting, I have just to say that I’m speaking on my own, of my personal experience in the Vatican. All the opinions expressed not necessarily reflect ones of the institution. 

Giovanni Benigni (0:32): That said, I started working for the Vatican Museums at the end of last century. And in the early 2000s, I directed for the Governorate of Vatican City State several software development projects related to image storage and retrieval systems. But such projects, unfortunately, at the time had no fortune for several reasons that would be too long to say here, and went into oblivion. Moreover, since coming to Museums, I dealt with several software systems used to catalog and store images, without any direct connection to our CMS. Also, since the advent of digital high-resolution imagery had just been conserved on file shares, without any way to retrieve it, other than using [file] path and file names. So since then, my obsession has been to put all the information we had in a single system to get to a single access point directory of everything. This is shortly how I started my involvement with DAM in the Vatican.

Henrik de Gyor (1:50): Giovanni, how does the Vatican Museums’ digital transformation project involve Digital Asset Management?

Giovanni Benigni (1:57):  The digital transformation project of Vatican Museums started some years ago with a larger, seemingly never-ending, technical renewal project involving all our seven kilometers [~4.35 miles] of galleries and working spaces, and all the systems from communication to remote surveillance, access control, networking, and so on. In this framework, we started several projects as, for example, the 3D scanning project of all said spaces, that is now completed, and a long-awaited scanning project of our historical pictures on glass plates strongly wanted by our new director, Dr. Barbara Jatta. It appeared immediately that for the pictures we needed both a new cataloging system and long-term storage to accommodate forever their digital copies.

Giovanni Benigni (2:15): And fortunately, I had a good experience with what we shouldn’t do. We looked for solutions offered by big tech, but it seemed not likely to be valid ones, because although they were flexible, and metadata rich, generally stored the images on database blobs. And I had a good experience with blobs and I knew that were not good for large files that we needed to store. That’s why we started to search for a solution that wouldn’t store large files on a blob, but just on disk on shares, on other support, but directly, physically on disks. And we identified among a large number two possible products, [a] commercial one and an open-source project.

Giovanni Benigni (3:47): The first appeared to be more aimed at companies that had to manage images for commercial purposes, while the open-source seemed built for research institution libraries, and for sure, museums, because, also, it was validated by the Musées de France. It gave us a good perspective to be able to use it satisfactorily, and, most important, being an open-source platform, it was inexpensive, which is a word always loved by management.

Giovanni Benigni (4:18): So we started a test and we had a nice surprise. It appeared every day more and more suitable to contain every information we already had. And a new possibility arose. Finally, get to a unique access point for every artwork-related information in our possession. It was my dream coming true. So, in brief, we started migration. First moving existing CMS data to the new catalog, followed by images and all the other conservation and historical data we had. Today, we are still ingesting images, the last 100,000, more or less, audio files, conservation and analysis reports, and we are planning to ingest also videos starting from the most recent digital, going back to older on tapes. Here we could open another chapter, talking about formats no more easily readable, like Betacam.

Henrik de Gyor (5:20): Giovanni, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Giovanni Benigni (5:26): We have a very ancient museum. Our history starts a few centuries ago, more or less. You can well imagine how much information we have accumulated in such a long time. One of the biggest challenges is being able to digitize the answer pictures and documents in our possession. Their quantity exceeds any idea you may have, for sure. And this reverses in time necessary to do the scanning because the items must be handled with extreme care, must be cleaned, and so on. Moreover, you know, it was 1997, and I had just joined the Museums, when I first heard about a project for scanning our ancient photos on glass plates. Well, we definitely have been able to start such a project only in 2017. Twenty years later. And although the scanning job is being practically completed today, the curator still has to check all the archival information related to them and this takes a lot of time. We are going a bit slow in this moment. Really for we have moved objects, entities, and all the assets into a unique  system, where everything is directly related to inventory items with meaningful relationships, now searches are simpler and more efficient, although people have had to get used to a new way to enquire. The new CMS uses Lucene syntax, and there’s a faceting capability, so people today, unlike before, when they had to ask our inventory to make searches, now they are able to make top-down searches and, listen, they are able to find for themselves what they are looking for. And this is a really big step forward, together with the capability to see in a glance the documents, pictures, analysis, and so on in a single application. Finally, I can say that the new catalog has made possible a true collaboration between departments that today they can easily share information of every kind about inventory objects without printing paper or sending emails, but directly inside the catalog using the sharing capabilities of the system.

Henrik de Gyor (7:59): Giovanni, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Giovanni Benigni (8:05): Well, I think that if you want to get out alive from a DAM project, you must build your project on a strong metadata base. So take your time to think and rethink and rethink it as many times as you need to be strongly convinced it will work. Really, this is not as hard as it seems, because the hard work to reduce data to a common structure will be limited to no more than 15 metadata [fields], but you must take it into consideration very seriously.

Giovanni Benigni (8:44): Second, you must define DAM and long-term preservation policies. When I say DAM policy, I say policy about ingestion, about acquisition, about tagging, about descriptions, and so on, also about vocabulary. This is crucial, to pass onto people the concept that they must follow the rules. Otherwise, you will have a fantastic system filled with objects without any capability to find what you’re looking for.

Giovanni Benigni (9:23): Third, drop an eye to interoperability, because for sure you will need it internally to develop products based on your assets. For example, our system has a built-in IIIF server, which makes it possible to superimpose more than one image and then, for example, we have visible light, infrared, X-ray images, and we can superimpose and look to particulars by switching immediately from one layer to another, and this is very useful. Very useful for curators, for restorators, and also for the public. So, interoperability, I think should be a must. And that’s all.

Giovanni Benigni (10:20): Indeed, if you are crossing over troubled water, feel free to contact me. Thank you.

Henrik de Gyor (10:26): Thank you, Giovanni. For more on this, visit anotherdampodcast.com. 

If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.

Listen to Another DAM Podcast on Amazon Music, Apple Podcasts, AudioBoom, CastBox, Google Podcasts,  RadioPublic, RSS, Spotify or TuneIn

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Another DAM Podcast interview with Alan Gottlieb about Digital Asset Management

Henrik de Gyor interviews Alan Gottlieb about Digital Asset Management

(duration 8:43)

Questions asked:

How are you involved with Digital Asset Management?

How does a nonprofit environmental organization use Digital Asset Management?

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

What advice would you like to share with DAM professionals and people who aspiring to become DAM professionals?

Transcript:

Henrik de Gyor (00:00):

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

Alan Gottlieb (00:08):

I’m doing well, Henrik. How are you?

Henrik de Gyor (00:10):

Good. Alan, how are you involved with Digital Asset Management?

Alan Gottlieb (00:14):

So I’m the Digital Asset Manager at a national environmental nonprofit. I maintain and develop a DAM system that serves upwards of 600 users at our headquarters in New York and in Washington and at state and local offices across the country. I’m something of a one-man-band. I’m currently doing much of the ingest, description and creating rules and standards as I move ahead of with development of the system while also identifying new content providers and monitoring users on the system.

Henrik de Gyor (00:50):

Alan, how does a nonprofit environmental organization use Digital Asset Management?

Alan Gottlieb (00:55):

So, on the downstream side, our contact team includes photography from the DAM to illustrate stories in our beautiful magazine and our websites and with reports that we share with the public. We’re a nonprofit, so we also use assets for fundraising and marketing. And we use assets for communication. Communications with media organizations and on social and we also have a large outreach and education component to our organization. So educators use these assets to help create public programs. On the upstream side, our organization runs a popular nationwide wildlife photo contest for amateurs and professionals and contestants who enter photos may as part of their of their entry grant just rights to reproduce their images to further our mission. The photography from that yearly contest is at the core of the wildlife photography on our DAM. And many people use those assets and you know, our efforts. We also maintain an ever expanding collection of creative photography shot by our photo department staff and network photographers. They shoot activities and events across the country, conservation efforts, legislative initiatives and local programs or citizen science events. Also scientists may do field work and contribute photography that documents that.

Henrik de Gyor (02:33):

Alan, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Alan Gottlieb (02:38):

So when I arrived at the organization, the DAM was about two years old and it was still in a pretty early stage of development. People who knew about it were using it. It was, you know, clearly meeting a need for high quality, interesting wildlife photography, but not everyone in the network was aware of the DAMs existance and if so, how it could work for them? Also, you know, initial metadata profile had been set up, but largely abandoned, you know, say for one important searchable field. There were really no controlled vocabularies, just backlog of assets and there was really no file naming convention either. So, since then I’ve worked to establish basic DAM design and good practices, you know, establishing workflows, creating system rules and governance structures and improving security and establishing, controlled vocabularies. You know, because there was a lack of metadata fields.

Alan Gottlieb (03:46):

A search wasn’t very flexible and people were getting, you know, I thought very incomplete search results. So as an interim solution, identify the info that we wanted to maintain and, you know, use a free text keyword fields to answer those values. And finally, now I’m in the midst of making more permanent changes by establishing metadata profile, finalizing controlled vocabularies and developing rights metadata. And you know, I think establishing this should make a lot of things easier, including, you know, ingest and just further stabilizing description. Oh. So I think managing rights on our systems is a challenge. And one I’m also tackling now, less than half of the photography on the DAM was shot by employees, is work for hire or is otherwise owned by us. The rest of the photography was a shot by some combination of contestants, freelance photographers on assignment and other employees. That is, you know, people who still own their work and also the rights that we requested from contestants change somewhat from year to year early on.

Alan Gottlieb (05:05):

So we have a big variety of rights situations that we’re trying to grapple with. And I’m in the midst of setting up rights metadata fields so we can maintain a self service model where users can understand that at glance, I hope, how they can use the assets at least for, you know, various editorial uses. And in the more complex uses usage situations, we’re going to have users come to us and request permission. I’m trying to get a bead on all our upstream content producers and media, you know, and that’s a challenge maybe in part because we have a kind of a nod, entirely centralized structure. Our DAM is administered in the photo department so we have that large amount of content being driven by our shooters. But we have shooters and videographers among our communications people and social media people and scientists may have content that our national local users would find useful.

Alan Gottlieb (06:09):

And identifying those people I think is also a work in progress for me. Our organization is also not entirely centralized for a historic reasons. I think I just mentioned that for example, our local chapters and there are a lot of them are each independent nonprofit organizations themselves and though the national organization support salmon, we coordinate so well. There was initially strong adoption by the people who knew about it. Making more people in these chapters aware of us in what we offer is a challenge and we’re using internal newsletters and web pages to make our presence known. And there’s been some word of mouth growth. Also. New initiatives brought us new users and, and between us, between it all, we’ve tripled the number of users or almost tripled the number of users and doubled the downloads on the system. And the time that I’ve been there.

Alan Gottlieb (07:09):

And I think a last challenge that we’re grappling with is trying to understand how people in the organization are using the system. What are they downloading? What are they doing with those files? Once downloaded, our vendor gives us a robust audit trail so we can understand a lot of what a search for viewed and downloaded and who’s doing it, but creating reports, consolidate this information to give us a broader understanding of subject use is another current initiative. Also conducting user interviews to bolster our understanding of what’s being done downstream.

Henrik de Gyor (07:51):

Alan, what advice would you like to share with DAM professionals and people who aspiring to become DAM professionals?

Alan Gottlieb (07:57):

Well, I’d say if you’re coming out of library school, library world, working a basic cataloging internship in the library or museum, be it with digital media, but also analog media. I think that’s really very helpful. Also, if you’re on a system, understand your users. Use system statistics, interview people, do outreach. Find those people who are using your DAM, you know, and let them give you information about what’s happening.

Henrik de Gyor (08:32):

Thanks Alan. For more on this, visit anotherdampodcast.com. Do you have any comments or questions? Please feel free to email me at

Henrik de Gyor (00:00):

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

Alan Gottlieb (00:08):

I’m doing well, Henrik. How are you?

Henrik de Gyor (00:10):

Good. Alan, how are you involved with Digital Asset Management?

Alan Gottlieb (00:14):

So I’m the Digital Asset Manager at a national environmental nonprofit. I maintain and develop a DAM system that serves upwards of 600 users at our headquarters in New York and in Washington and at state and local offices across the country. I’m something of a one-man-band. I’m currently doing much of the ingest, description and creating rules and standards as I move ahead of with development of the system while also identifying new content providers and monitoring users on the system.

Henrik de Gyor (00:50):

Alan, how does a nonprofit environmental organization use Digital Asset Management?

Alan Gottlieb (00:55):

So, on the downstream side, our contact team includes photography from the DAM to illustrate stories in our beautiful magazine and our websites and with reports that we share with the public. We’re a nonprofit, so we also use assets for fundraising and marketing. And we use assets for communication. Communications with media organizations and on social and we also have a large outreach and education component to our organization. So educators use these assets to help create public programs. On the upstream side, our organization runs a popular nationwide wildlife photo contest for amateurs and professionals and contestants who enter photos may as part of their of their entry grant just rights to reproduce their images to further our mission. The photography from that yearly contest is at the core of the wildlife photography on our DAM. And many people use those assets and you know, our efforts. We also maintain an ever expanding collection of creative photography shot by our photo department staff and network photographers. They shoot activities and events across the country, conservation efforts, legislative initiatives and local programs or citizen science events. Also scientists may do field work and contribute photography that documents that.

Henrik de Gyor (02:33):

Alan, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Alan Gottlieb (02:38):

So when I arrived at the organization, the DAM was about two years old and it was still in a pretty early stage of development. People who knew about it were using it. It was, you know, clearly meeting a need for high quality, interesting wildlife photography, but not everyone in the network was aware of the DAMs existance and if so, how it could work for them? Also, you know, initial metadata profile had been set up, but largely abandoned, you know, say for one important searchable field. There were really no controlled vocabularies, just backlog of assets and there was really no file naming convention either. So, since then I’ve worked to establish basic DAM design and good practices, you know, establishing workflows, creating system rules and governance structures and improving security and establishing, controlled vocabularies. You know, because there was a lack of metadata fields.

Alan Gottlieb (03:46):

A search wasn’t very flexible and people were getting, you know, I thought very incomplete search results. So as an interim solution, identify the info that we wanted to maintain and, you know, use a free text keyword fields to answer those values. And finally, now I’m in the midst of making more permanent changes by establishing metadata profile, finalizing controlled vocabularies and developing rights metadata. And you know, I think establishing this should make a lot of things easier, including, you know, ingest and just further stabilizing description. Oh. So I think managing rights on our systems is a challenge. And one I’m also tackling now, less than half of the photography on the DAM was shot by employees, is work for hire or is otherwise owned by us. The rest of the photography was a shot by some combination of contestants, freelance photographers on assignment and other employees. That is, you know, people who still own their work and also the rights that we requested from contestants change somewhat from year to year early on.

Alan Gottlieb (05:05):

So we have a big variety of rights situations that we’re trying to grapple with. And I’m in the midst of setting up rights metadata fields so we can maintain a self service model where users can understand that at glance, I hope, how they can use the assets at least for, you know, various editorial uses. And in the more complex uses usage situations, we’re going to have users come to us and request permission. I’m trying to get a bead on all our upstream content producers and media, you know, and that’s a challenge maybe in part because we have a kind of a nod, entirely centralized structure. Our DAM is administered in the photo department so we have that large amount of content being driven by our shooters. But we have shooters and videographers among our communications people and social media people and scientists may have content that our national local users would find useful.

Alan Gottlieb (06:09):

And identifying those people I think is also a work in progress for me. Our organization is also not entirely centralized for historic reasons. I think I just mentioned that for example, our local chapters and there are a lot of them are each independent nonprofit organizations themselves and though the national organization support salmon, we coordinate so well. There was initially strong adoption by the people who knew about it. Making more people in these chapters aware of us in what we offer is a challenge and we’re using internal newsletters and web pages to make our presence known. And there’s been some word of mouth growth. Also. New initiatives brought us new users and, and between us, between it all, we’ve tripled the number of users or almost tripled the number of users and doubled the downloads on the system. And the time that I’ve been there.

Alan Gottlieb (07:09):

And I think a last challenge that we’re grappling with is trying to understand how people in the organization are using the system. What are they downloading? What are they doing with those files? Once downloaded, our vendor gives us a robust audit trail so we can understand a lot of what a search for viewed and downloaded and who’s doing it, but creating reports, consolidate this information to give us a broader understanding of subject use is another current initiative. Also conducting user interviews to bolster our understanding of what’s being done downstream.

Henrik de Gyor (07:51):

Alan, what advice would you like to share with DAM professionals and people who aspiring to become DAM professionals?

Alan Gottlieb (07:57):

Well, I’d say if you’re coming out of library school, library world, working a basic cataloging internship in the library or museum, be it with digital media, but also analog media. I think that’s really very helpful. Also, if you’re on a system, understand your users. Use system statistics, interview people, do outreach. Find those people who are using your DAM, you know, and let them give you information about what’s happening.

Henrik de Gyor (08:32):

Thanks Alan. For more on this, visit anotherdampodcast.com. Do you have any comments or questions? Please feel free to email me at anotherdamblog@gmail.com. Thanks again.

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts,  RadioPublic, RSS, Spotify or TuneIn

Need a Remote Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.


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Another DAM Podcast interview with Yonah Levenson about Digital Asset Management

Listen to Another DAM Podcast interview with Yonah Levenson about Digital Asset Management

 

 

Here are the questions asked:

How are you involved with Digital Asset Management?

You were involved with the Language Metadata Table. Tell us more about this.

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

What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript:

Henrik de Gyor:             00:00                This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I’m speaking with Yonah Levinson. Yonah, how are you involved with Digital Asset Management?

Yonah Levenson:           00:11                I work in the broadcast and media space and I work on metadata strategy and terminology governance. In my past, I’ve also worked in the publishing industry. That’s where a lot of my background is from and I’ve been heavily involved at DAM throughout my career because it’s very important to make sure that your assets are managed properly. My particular area of specialty is metadata because without the metadata it’s really hard to manage your digital assets in your DAM system.

Henrik de Gyor:             00:42                Yonah, you were involved with the Language Metadata Table. Tell us more about this.

Yonah Levenson:           00:47                The Language Metadata Table, which we refer to as the LMT is basically a table of codes that describe the different languages that can be used throughout really any industry. The initial focus has been on the, in the broadcast and media space. And it came about because I was in meetings at my company where people were talking about, you know, what code were they going to use for Latin American Spanish. And in one system it was Lat Am and another one was LAS for Latin American Spanish and other one was Lat Am Span. And I thought to myself, being the metadata geek that I am, I said, this is crazy. We need something consistent. So we began looking at what codes could be used that would be standard across the industry. You know, I don’t like to reinvent the wheel when it comes to metadata. So if something’s out there that exists already, let’s use it.

Yonah Levenson:           01:42                And at the end of the day, we determined that, IETF BCP 47. So that’s the Internet Engineering Task Force Best Current Practice number 47 fit the bill for what we needed in-house. And we created a table that had about 128 different languages included in it. Now, the next part was that I was at a meeting at MESA Alliance, which is the Media Entertainment Support Alliance, which is very useful in the broadcast immediacy base. And they said we would love you to present this LMT and we think it’s so good that it should become an industry standard. Or a couple of years ago, we published the initial LMT and we’re now on version two and there should be another one coming up in the near future. So basically, there’s over 200 languages in the language metadata table now and it’s being, we have a tremendous amount of support and participation across the, not just the broadcast and media industry, but also standards organizations and other groups as well.

Henrik de Gyor:             02:50                Yonah, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Yonah Levenson:           02:55                I’ve been in this space for a while. That’s a really good question, by the way, Henrik, I appreciate that question. I’ve been in this space for quite a while and what I have noticed is the evolution of DAM. So initially, people had their assets, you know, on their local computers. They would push them up to shared drives, when I started at one of my jobs working in the publishing industry, we were looking for some files. And one of the people on my team said, Oh, I know where those are. They’re at, they’re at Rocky’s house. And so Rocky had them and you know, the assets copied onto a CD or DVD at his home and happened to not have thrown it out yet. So we were able not to have to recreate the entire, it was like a statistics book or something really complicated with Math, there was just.. that would’ve been expensive to recreate.

Yonah Levenson:           03:48                Other assets were in boxes, you know, again, on movable media, under people’s desks. And so what I have seen is that first was getting the assets onto a DAM and then there were challenges in how to better describe them and to get people to put the metadata, to apply the metadata to the assets that they have. So that’s when those are some of the big challenges. I mean, people now understand, are starting to understand better about the value of reuse of assets. They’re looking to monetize what they have already and in a different way. Whereas in metadata, I don’t want to reinvent the wheel. People don’t want to reinvent the wheel with the assets that they may own already. So those are some of the challenges.

Yonah Levenson:           04:37                So the successes end up being that people are because they do understand more. There is more of a metadata capture is included in workflows. Maybe not everything that we need, but it’s getting there.

Henrik de Gyor:             04:53                Yonah, What advice would you like to share with them professionals and people inspire to become DAM professionals?

Yonah Levenson:           04:57                What I have found in my experience is that there are many people who did not necessarily choose a career in DAM. Many of us fell into it, you know, DAM systems were being set up in companies. Somebody needed to run it. Maybe they were working in and you know, just an archival space or some kind of storage or a library. And then it moved over into DAM as people realize that they could do more with the assets if they were available. And not just, you know, tucked away in a, you know, in a system where somebody had to go and retrieve it and burn it to media or to, you know, to call it back from some other kind of system.

Yonah Levenson:           05:42                But really to have it available. So what I have seen is that the whole field of DAM has really been evolving quite a bit. And I do encourage people to study DAM in a more formal setting in some cases, especially those who are new and coming up in space, you know, or wanting to participate in some kind of an IT field. But they may not necessarily be programmers or developers. Not everybody wants to do project management. And so you need these actual people who are going to do the hands-on work of managing a DAM making sure that the content is, you know, the assets are retrievable. So along those lines, one of the things that I’ve been involved with recently is I’m the co-founder and co-director of Rutgers University’s Online Digital Asset Management Certificate Program. And this is a series of six courses.

Yonah Levenson:           06:42                Each course is four weeks long, where at the end of the six month period of taking all these courses, then you end up with a DAM certificate in Digital Asset Management. So that can really go a long way towards for people who are new to DAM but are interested in it this way. They have the background and awareness of what is needed in either setting up a brand new DAM or updating an existing one and you can come out with a portfolio piece. In addition, I also see a very strong need for people who have the, you know, library science background, particularly, you know, taxonomists and ontologists because in order to really get the most that you can out of your DAM, the content in the DAM and it really needs to be described well, there are many different industry standards that I also encourage people to participate in.

Yonah Levenson:           07:39                You know, first of all, you have to know a little bit about, or a good amount about what area you’re in and what your subject matter is. But, participating in standards and having a voice in the creation and the updates of those standards also could go a long way because you could make sure that your organization’s needs are being met through metadata standards and, and therefore the requirements of what’s needed to describe the assets in your DAM. So, and always read a lot, keep listening to important things like podcasts and other kinds of presentations that are out there and be active and participate so that you can learn lots of great articles out there as well.

Henrik de Gyor:             08:20                Well, thanks Yonah.

Yonah Levenson:           08:22                You’re welcome.

Henrik de Gyor:             08:23                For more on this visit anotherdampodcast.com. If you have any comments or questions, please feel free to email to anotherdamblog@gmail.com. Thanks again.

 

Listen to Another DAM Podcast on Amazon Alexa, Apple Podcasts, AudioBoom, CastBox, Google Podcasts,  RadioPublic, RSS, Spotify or TuneIn

Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.


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Another DAM Podcast interview with Leah Carlson on Digital Asset Management

Leah Carlson 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 Leah Carlson. Leah, how are you?

Leah Carlson:   I’m great. How are you?

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

Leah Carlson:   I’ve been working with DAM for over six years. My first role in the field was with National Cattlemen’s Beef Association. I was responsible for application support and the IT department and I had the opportunity to roll out and manage DAM for the organization. And then two years ago, I took the role of Global Digital Content Manager at McCormick and here I get the opportunity to develop global content strategy, which means frameworks and best practices to promote synergy and consistency between our regional creative operations. And with that, I’m also responsible for our enterprise DAM and global content management strategy for our 30 plus consumer brands and our industrial flavor solutions organization. I am responsible for overseeing governance and roadmap for our assets and embedding that content management best practice into our region.

Henrik de Gyor:   Leah, how does a global leader in flavor use Digital Asset Management?

Leah Carlson:   McCormick uses the DAM as a global platform for all of the organization’s digital content, so photography, videos, brand guidelines, social content. It’s also our historical asset repository. We support the majority of all of our internal teams as well as our partners and agencies, including joint ventures and distributors. And, one of the cool ways that we use it is to better get our users to the latest content and information. We develop curated landing pages within the tool. In addition, we use our DAM to benchmark and measure digital performance by analyzing KPIs to drive efficiency and effectiveness within our content operations. So for example, this might look like optimizing our operations by shooting a video for one brand and then swapping products stills in simple elements to create content that work for the entire family of brands.

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

Leah Carlson:   One of the challenges that I’ve had for myself is that there’s no really one blueprint for marketing technology metadata since it’s such a new field. I find myself always trying to seek out the best practices and evolve our internal metadata to support the search and keep robust and rich information on the content for us to better connect with other tools and workflows within the organization. In addition, some of our various stakeholders obviously use a variety of tools to support their needs. And as you know at many others there’s always constant changes and the technology world. On the other hand, success is really seeing those downstream benefits to our pragmatic approach to solving these challenges. So for example here, one of the things that is so encouraging as when we receive great feedback that we have helped enable sales and marketing by serving up the right content and information at the right time and that has made their job easier and more efficient. And then

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

Leah Carlson:   For those considering the field, it’s really a collaborative and fun community. People help each other out and they share their information. So when you get into the field, you can learn from building these relationships and really taking those applied learnings and applying them into your own organization. The other thing that’s great about the DAM field is you get to wear many hats, so all in one day you may be a librarian, you might be designing user interfaces and you might be training and collaborating with different users and stakeholders. Also for other professionals in the field, one thing that I recently did was I took a formal change management training and those methodologies have been really an effective tool for me and assessing my stakeholder engagement, my project management, and my change management, which has enabled me to be more successful in the way that I roll out the various projects.

Henrik de Gyor:   Great. Well thanks, Leah.

Leah Carlson:   Thank you.

Henrik de Gyor:   If you enjoy this and want to hear more about the Insight Exchange Network DAM Practitioners Summit happening in January 2020 in New York City along with a discount code, links to register and more details, visit the show notes at anotherdampodcast.com

If you are interested in attending the Insight Exchange Network’s DAM Practitioners Summit on January 30-31, 2020 in New York City, you can find more details here. Use the discount code M131ADC for a 15% discount on registration (applicable to the early bird pricing rates too).

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