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Another DAM Podcast interview with Nancy Price on Digital Asset Management

Listen to Nancy Price talking about 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 Nancy Price. Nancy, how are you?

Nancy Price: Great, Henrik, how are you?

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

Nancy Price: Well Henrik, I kind of stumbled into Digital Asset Management after working as a cataloging librarian at an academic library. It’s actually pretty funny because when I started I really wasn’t very clear on what I’d be doing other than applying metadata, but it turns out that I really performed that day to day activities that make Digital Asset Management magic happen. So on any typical day, I would upload assets into the system. I applied descriptive metadata so the assets can be discovered by our corporate users. I manage the assets for different stages in their lifecycle. I developed system workflows for onboarding new types of asset. I version assets. I provide user assistance and customer service. I fulfill requests for asset location and delivery. I document system processes and communicate them to users. I develop training materials and provide system training and I work with IT to troubleshoot the system and for upgrades and a UAT testing. So I can typically have a pretty full day and I really liked the variety that might position offers, so I do really enjoy Digital Asset Management.

Henrik de Gyor: Nancy, how does is a premier brand for girls use Digital Asset Management?

Nancy Price: Well, I think we use Digital Asset Management and any other corporation in our industry would. We use it to organize and store digital assets such as images, videos, graphics, and those are all used to support the creation of our content and for our marketing purposes. I’m actually very fortunate that our company were pioneers in Digital Asset Management adopting the system in 2006. At that time, when I started I was charged with gathering assets off the departmental servers and ingest them into our new Digital Asset Management system. The 27,000 files I found on the servers had file names like hair or blue dress and then, there were a duplicate file of the thing image that had totally different file names. So I know for a fact that Digital Asset Management has improved our productivity here and it’s my opinion that a digital file is just that, a file, but once it is entered into a Digital Asset Management system and metadata is applied, it becomes an asset because I believe it’s the metadata that gives it value.

Nancy Price: For example, if you had a system with 400,000 assets, but you didn’t have any metadata, people wouldn’t use the system because they had to page through every asset, define what they need, which isn’t very efficient. So I really do believe that metadata provides the access points to discover the assets, whether it be by brand or category or a year. And it also allows that asset to be discovered for purposes other than for which it was intended. And that will increase the value of the asset. So there’s plenty of reasons to use Digital Asset Management today and I believe that we are using it in a very efficient manner as we use it for workflow and for versioning and for managing other aspects of the system. Like when assets need to be retired or for usage rights, so we use it in a variety of ways and it is been very productive for us.

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

Nancy Price: Well, I would say that some of the successes is that when we first went into Digital Asset Management, our system was more of just a repository for digital assets with rudimentary functionality and now it’s really grown into become quite the dynamic graphical database with the ability to search, display, transform, share, download, and link assets within the system. Some of the challenges that we face are integration with other systems. For example, the ability to push assets from your DAM into your content management system or the ability to link your assets in your DAM to Adobe Creative Suite products such as InDesign. We’ve also had some challenges with vendor’s proprietary software limiting our ability to automate certain processes. We also have problems with vendors not really offering some of the features that we would like, like versioning. We had to do customization on our and have the ability to version the assets. It wasn’t something that came with our system, so there are some challenges in features that we’d like to see and have not yet been developed yet.

Henrik de Gyor: What advice would you like to share with DAM professionals to become DAM professionals?

Nancy Price: Well, you know, I have such a unique background. I really do believe that my master’s degree in library science and experience with international bibliographic standards for description access gave me a really solid understanding of the theory behind information organization and management, but I do know that an MLS degree is not very feasible for a lot of people, so my suggestion would be to seek out a course or a workshop in metadata standards for digital collections and learn about the different international metadata standards such as Dublin Core or metadata object description such as mods. The Visual Resource Association Standard, which is the VRA. Library professionals have been developing these standards for decades and we can really learn from the effort that they’ve already expelled in this area. DAM professionals can learn a lot from the metadata standards that exist today. I would also like to offer one other piece of advice is when you get that first Digital Asset Management job, the first thing you should do is locate that one source of truth for accurate data. When I started over 10 years ago, that’s the first thing I did. It took months to find it, but I did end up finding the fountain of truth and that way I know that the information that I am entering into my system is accurate. It’s correct data, and it’s coming from a reliable source. If you don’t have correct metadata in your system, users will give up on it and it ended up compromising your system and its efficiency and how it’s used. So I really, I’m a big stickler for accuracy. I also think that consistency is vital to any Digital Asset Management system. Your metadata should be well documented along with the parameters around how it’s applied. So this maintains consistency on how you will apply metadata throughout the system and throughout the years, and that is extremely helpful and especially when you’re. You try to automate processes. Consistency is key.

Henrik de Gyor: Well, thanks Nancy. For more on this, visit anotherdampodcast.com for 200 other episodes like this. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.

 

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Another DAM Podcast interview with Chris DiNenna on Digital Asset Management

Listen to Chris DiNenna 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 Chris DiNenna. Chris, how are you?

Chris:  I am doing well. How are you doing?

Henrik:  Great. Chris, how are you involved with Digital Asset Management?

Chris:  I came into the orbit of Digital Asset Management through my work with photographers and with stock photography agencies. I began the career about 20 years ago as a photo researcher. Kind of morphed that into photo editing. And at the time about around the recession, that was when a lot of the companies were starting to scale back and that’s when I had to find a way to reinvent myself in this industry. I think some opportunities came up that involve Digital Asset Management and it was a good move for me to go into at that time.

Henrik:  Chris, how does the world’s leading river cruise line company use Digital Asset Management?

Chris:  The company has been growing incredibly quickly and they decided that instead of keeping all of their assets on internal servers, they needed to bring in someone to kind of manage the whole process of all the images coming in, all the maps, all the different logos that they’ve been storing in different folders here and there. And so I was hired to come in and kind of corral all of the image assets into one big database. When I was hired, they didn’t have a DAM in place, but when I came in they acquired an Adobe product and I worked with the developers to kind of customize this database to fit the needs of the company. And so I took about 70,000 images, maps, such and kind of gave everything I kind of a standard file name so that a lot of the assets would be searchable, included a lot of metadata just so that the images would be found when someone was searching for something such as like a German castle of sort. So the company uses the DAM right now basically with a lot of their digital products, with a lot of the print materials, the content that we use online on the websites. Everything is a lot easier to find for people in the company and it’s easy for me to kind of know where the assets are living at the time.

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

Chris:  Well, I think the successes I’ve had with the DAM is that it’s more manageable. It’s easier to find. We have a lot of wholly owned content that we can share out with our third parties, with our travel agents here and there. But when it gets tricky is when we have the stock photography that we licensed from different agencies and a lot of the licenses aren’t applicable to a lot of projects that we do here and there. And so instead of having a lot of these images open for anyone and everyone to use, I’m kind of the gatekeeper. And so I kind of work with people to kind of get an idea of how they’re using the images, where the image is going to end up using, the end use of course. And then, I either agree to the terms of those people to use the image or I tell them to go back in and search for another asset so that asset can be used in their final context.

Chris:  The biggest challenges I’ve had though with using the Digital Asset Management is that I’m kind of a one-man show. I’ve kind of worked with a lot of different IT folks within the company over the last three years. And that’s been the toughest challenge for me is they actually have someone who is very savvy with the tech talk, with knowing the bones and the meat of the whole database and working to help me kinda work out the bugs and the challenges of kind of building out the DAM so that everyone can use this. But also to kind of make sure that the machine is running, you know, without any issues. Keep it kind of streamline. When I was hired, I think I should have made sure that there was a tech person to kind of be there to kind of work in unison with, to kind of keep this program running without any issues.

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

Chris:  That’s a great question. I’ve kind of haphazardly kind of ended up in this industry just through my expertise, working with photographers and with image licensing and rights representation. If people are really set on being archivists, being librarians, of course, it’s great to get the schooling behind that since this is like a brave new world where technology is kind of leading the forefront of imagery and how images are being used in the final context, but also experience also helps. And to find a company or a mentor to kind of help you along the way is something that I think people should learn to aspire for and kind of hunt out those people out there who have the experience, who have worked with either these databases or have worked with imagery just to kind of know of the pitfalls and the and success stories that are out there so that people can learn and grow from it and be able to kind of add more wealth into the DAM business.

Henrik:  Great. Well, thanks Chris.

Chris:  Thank you.

Henrik:  For more on this, visit anotherdampodcast.com for 200 other episodes like this and transcripts. If you have any comments or questions, send them to anotherdamblog@gmail.com. Thanks again.

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

 

Need a Digital Asset Management Consultant?

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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 Alexa, Apple Podcasts, AudioBoom, CastBox, Google Play,  RadioPublic, RSS, Spotify or TuneIn

 

Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.