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Another DAM Podcast interview with Ian Matzen about Digital Asset Management

 

Here are the questions asked:

How are you involved with Digital Asset Management?

Why is Digital Asset Management so complex?

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 Ian Matzen. Ian, how are you?

Ian Matzen:                  00:08                I’m well, thank you very much, Henrik.

Henrik de Gyor:             00:09                Ian, how are you involved with Digital Asset Management?

Ian Matzen:                  00:14                I’ve been involved with Digital Asset Management for about six years professionally. Four of those years, I’ve been a remote Digital Asset Manager. I’m currently working as the Digital Asset Management Librarian with Wells Fargo. They have a Marketing Department and they have a Digital Asset Management system there. I’ve been helping with the system’s rollout and testing new features, training new groups, and setting up the system for those new groups. I’ve also been working on asset migration, workflow automation and spending a bit of time on user adoption. In my work there, I have been serving as a consultant. We had a DAM reporting project that involves data analysis and display… or working with that… Visualizing that data for us to understand that better. I’ve also been working on some projects involving record retention and various user adoption projects including a DAM gamification project that I’m currently rolling out.

Ian Matzen:                  01:24                Before that, I was the Digital Asset Manager at America’s Test Kitchen, which is a Boston-based publisher where I managed not only the Digital Asset Management system, but also their content management system and our workflow management system. I did a fair amount of metadata modeling for both the DAM and the CMS, Digital Asset Management system and the Content Management System. And one of the high points there is I built, designed and deployed an enterprise taxonomy and did a fair amount of automation, including asset ingest automation and digital rights management tagging automatically to digital assets for digital rights management tagging. I also did a bit of work on capturing raw data around system usage and analyzing that data to measure specifically the way that our users were reusing digital assets to show the value of the system.

Ian Matzen:                  02:24                Even before that my work was as a Digital Asset Technician for a Net-a-Porter. They are a London-based luxury brand online retailer. They have offices around the world. And there, I developed a controlled vocabularies for various groups. I configured the user interface and did a quality assurance during various upgrades.

Ian Matzen:                  02:45                But my work with digital assets really predates the six years I’ve been doing Digital Asset Management professionally. I’ve been working with digital assets ever since I took my first film editing class in university. I was part of the first class to really move away from the Moviola flatbed and into nonlinear editing. So, I’m really passionate about rich media, about audiovisual media workflows and technology especially as it relates to part of the creative process. For me, nothing’s really more exciting than helping art directors, designers, editors, and motion graphic artists and other artists create their work.

Ian Matzen:                  03:24                That was the case when I first started working at an advertising agency and remains so in my work at I’m Marketing Department at Wells Fargo.

Henrik de Gyor:             03:34                Ian, Why is Digital Asset Management so complex?

Ian Matzen:                  03:39                There are several different aspects that are complicated or complex about Digital Asset Management. I think the first that I can think of is the ever-expanding definition of what we mean by digital assets. And in most circles, when we think of or talk about digital assets, we think of audiovisual media including images, videos, animations and audio. However, more recently in some of the jobs that I’ve been in, we’ve added a lot, many more different types of files and formats for that list, including emails, text, HTML, even data are being managed by DAM Managers. So the question is, you know, should every type of visual file be supported by the DAM system?

Ian Matzen:                  04:22                Ideally, they should be, but not all of the DAM systems out there are created equal. And really, you mean what it comes down to is, is choosing the best option for the digital content you’re managing. For example, the Digital Asset Management system I worked with at America’s Test Kitchen worked very well with images, whereas the current system that I worked with at Wells Fargo worked very well with video. So when it comes down to, you know, finding the right system for the material that you’re managing.

Ian Matzen:                  04:53                Another aspect that adds to the complexity of Digital Asset Management is managing expectations. And that goes for users as well as the stakeholders and folks who you might report to. I think many users expect the Digital Asset Management system to behave in the same way that a search engine does. They might be similar, but the two are inherently different when it comes to search.

Ian Matzen:                  05:19                Content is index differently. For starters, search engines rely on inbound links and sitemap indexing. Whereas Enterprise search requires applying terms from a controlled vocabulary and the context, of course, is very different. Also, companies want to capitalize on their investment in a DAM system. And so they turned customizing the system to meet their business requirements rather than opting for another best of breed product. So in this way, companies unknowingly risk customizing themselves into a corner, making system upgrades and migration, very challenging if not prohibitively expensive. So before or enhancing the system, it’s a good idea to ask whether another reasonable, reasonably priced system might be a better option and seek out other customers of that system who have done some enhancements to the same system that you’re using. There are risks for either option, whether you want to customize or build out your current DAM solution or go with another system.

Ian Matzen:                  06:19                So a good project manager can help mitigate those risks. Finally, I think the other aspect that lends itself to the complexity is the accelerating pace of technology. Whether you know how to build an extension in Java, design a workflow automation using logic or having a solid understanding of what these are, I think it’s a good idea to at least be aware of them and have some idea of how to develop a software, how workflows can be put together and at least designed, because I think there are a lot of aspects to Digital Asset Management and the more you know, I think that the more valuable, the more helpful you’ll be in your work.

Henrik de Gyor:             07:00                Ian, What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Ian Matzen:                  07:07                I think one of the main challenges to Digital Asset Management is search. Search is dependent on metadata. Much of the metadata needs to be manually entered. Though some of it can be automatically appended to digital files or to the records within a DAM system. Really it comes down to users devoting the time to adding that descriptive information. it is challenging to get them to do that and even more so getting them to do it consistently and over time. That time never really ends because metadata must change to reflect new contexts and new users that are being onboarded. So I think that that is a challenge to managing digital assets. I think the other aspect that is challenging with Digital Asset Management is showing trust. And I think what I’ve seen with many of the systems that I’ve managed is that slow interfaces or slow experience, buggy systems. If there was poor UI or lack of transparency, they all had people’s view of that DAM system.

Ian Matzen:                  08:17                Their trust in that DAM system will be impacted by those aspects. So it’s much harder to win back that trust if people are experiencing one of those issues. So it’s important to, I do a lot of testing to ensure that the system is working. Quality assurance is a huge part of my job. And also to a certain extent doing a fair amount of examining the user interface and doing a UAT to ensure that the interface itself is making sense to them. And, of course, having some sort of way of tracking the digital assets through their life will end, have they been downloaded when they’ve been used in a layout perhaps if there are images. All that adds to the trust that the users have in the system.

Ian Matzen:                  09:05                Some of the successes that I’ve seen in Digital Asset Management have been that for one, Digital Asset Management is a bonafide profession. I think because we have conferences now there are many job postings that ask for Digital Asset Management professionals. I think that that is a win. I think it’s very important to acknowledge and acknowledge the work that you’ve done and that other writers and other folks who are in our industry, I think it’s that’s good. Also, I think another success is centralization, and I’m not just talking about having all of our assets in one system, but also consolidating the number of systems that are found at that various companies. I think, in a rather than having, you know, four or five different, systems, some of which might be system of records, some may not be. I think it’s important to acknowledge that being able to consolidate them, that the material, but also reduce the number of systems that are being used and paid for by companies is a success.

Ian Matzen:                  10:11                Another aspect or another success of Digital Asset Management is realizing workflow efficiencies. I think there’s an opportunity to renegotiate and redesign workflows. And I think that many of us working in this arena in Digital Asset Management would say that that’s something they spend a good deal of their time doing. Some examples are auto ingesting digital assets into the system. At America’s Test Kitchen, I set up a fully automated ingest. We went from doing a lot of the cataloging manually and would, you know, the folks who were consuming those digital assets had to wait for that material to be ingested before they could see and use that. Having that automated allowed people to access us those much quicker. The other aspect I think of automation is validating metadata at, again, America’s test kitchen, we found a way to actually go through and ensure that the metadata was there, that it existed.

Ian Matzen:                  11:13                Folks took the time to put it in, but also validating the name against a convention we had set up. And then finally there’s a way that you can do a fair amount of work auto-tagging material. The taxonomy, that I set up for America’s Test Kitchen. One of the aspects that I, or at least challenges that I faced was applying that taxonomy to our existing or legacy content. We had over 800,000 records. Having an enterprise taxonomy is a great accomplishment, but if you can’t go back and, and actually tag that material, it’s not going to have as much impact or value. So I did develop a means of auto-tagging or existing content through automation.

Ian Matzen:               11:59                So, the last success I wanted to mention was the increased value of digital assets. I think by having a digital asset sitting on your desktop, it may be the most wonderful, incredibly creative item, but if no one can see them… To see that asset, it’s not going to have as much value as it would if it was in a Digital Asset Management system where it can be found and reused. So I think access is a huge part of that equation. But I think ultimately our goal is to make digital assets findable and see that their value increase.

Henrik de Gyor:             12:35                Ian, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Ian Matzen:                  12:41                I would suggest that they would navigate to my blog. I have a blog called tameyourassets.com and I do a fair amount of blogging and writing and my intent is to share my knowledge and experience with others, especially best practices. So I hope that listeners would consider going to that URL. I think another aspect or another suggestion that I have is just know your DAM systems. It’s important to know what current systems there are both within the organization that might be a part of, but also, systems that are being offered by other vendors. It’s important to see what current and upcoming features they’re offering so that you could ask for those features for the current system that you’re using. I think another aspect of that is as partner with other system adopters or other people managing the DAM system, the same DAM system that you’re using to drive that vendor road map. So I think partnering and forming that network of system users and managers is very important. And then, also another aspect is education. I think it is very important to learn and master DAM best practices, to ask questions, learn from other practitioners, take online courses or even take courses at a local community college.

Ian Matzen:                  14:05                I think finding courses in library science or computer science or data analysis, will all help you at least to give you that understanding of what those aspects are that, you can talk with other folks in your organization to help manage digital assets. And then finally, I just wanted to mention, finding a mentor in the Digital Asset Management space. They don’t have to be necessarily someone with much more or any additional experience that you might have. It could be a peer, but the benefits of having a mentor would be to find some encouragement and support for your journey in the Digital Asset Management space. They can offer you honest advice and feedback, what you’re doing and how you’re managing digital assets, and then, of course, having a mentor is helpful to expand your professional network.

Henrik de Gyor:             14:57                Great. Well, thanks Ian.

Ian Matzen:                  14:59                You’re welcome. Thank you very much.

Henrik de Gyor:            15:01                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.

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. #IENDAM

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Another DAM Podcast interview with Stacey McKeever on 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 Stacey McKeever.

Stacey, how are you?

Stacey McKeever: I’m fine, Henrik. How are you?

Henrik de Gyor: Good. Stacey, how are you involved with Digital Asset Management?

Stacey McKeever: To just give you some background, I have a Masters in Library and Information Science, so I’m an actual Librarian, and the way I’m involved with Digital Asset Management. Currently, I am the Manager of Digital Asset Management at Team One. I worked in some sort of digital asset management for 20 years, and I fell backwards into it from library school.

I found out I was a latent techie, and I like that side of libraryship, information, professional situations, whatever you want to call it. It’s been a natural progression from librarian into doing things like cataloging, indexing, and just making sure that people can find assets. Also, my undergrad was in social psychology, so it really ties in together.

Henrik de Gyor: Great. Stacey, how does an advertising agency use digital asset management?

Stacey McKeever: It depends on the agency. My particular agency, we use it as a delivery system for our art creatives, as well as a repository, so that people can review and take a look at assets and repurpose the collateral that we created in previous years. It’s also used in some parts of an archive, so we can go back and pull up previous assets from many years ago in order to be able to reuse them for anniversary pieces or other types of case studies, things of that nature.

Henrik de Gyor: Great. What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Stacey McKeever: The biggest challenge I see with Digital Asset Management, in some ways it’s moving from its infancy into adolescence, and people still seem to think of Digital Asset Management in the same way that they can manage their iTunes or, I think I’ve just dated myself, or Spotify or their files on their desktop or anything like that, that anybody can do it.

Really, Digital Asset Management, part of it is a mindset because the way I see it is I have to be able to understand my user and be able to think like they think, and so there’s that point where it’s seen as it can be tacked on to the very end, as opposed to really thinking about it as the robust portion of the company that can support the workers much better, as well as, in some cases, possibly be a monetary stream that can be used to help go to their bottom line.

Some of the biggest successes I’ve seen is that it’s starting to grow and that people are starting to understand that, “Oh, wait, the assets that we have are really important, and we can use them and they can be re-purposed, and we can put them out and hold onto to them, more or less, ad infinitum.”

Another big challenge I see, I keep going back and forth, is that in some ways because we’ve been Googlized, everyone thinks that Digital Asset Management is as simple as putting just a couple of words into a system and it’ll pull up exactly what you want, and that’s not the case. The big challenge with Digital Asset Management is for people to understand that there is work involved when you have a digital asset system or when you are doing Digital Asset Management. There is that human portion of it. It’s not just all technology.

Henrik de Gyor: Good points. What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Stacey McKeever: Some advice that I would like to give is that you need to have in some ways pretty thick skin. People will underestimate what you can do and what type of benefit you can bring to the situation. I like to say that as part of my training as a librarian, I have a very high tolerance pain level for searching, and so that’s one of the skills that you’re able to develop. This ability to be able to search as well as being able to conceptualize what the DAM needs and what your user base needs.

As for aspiring DAM professionals, whatever you have in your background, bring it into your DAM life. It’s part of your toolkit. It will keep you in good stead, and it’ll come up in very strange and odd ways, so don’t forget what you know, just bring it into what you’re doing to enhance what you know.

Henrik de Gyor: Great. Thanks, Stacey.

Stacey McKeever: You’re welcome. Thank you.

Henrik de Gyor: For more on this, visit anotherdamblog.com. For 190 other podcast episodes, 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 Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

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Another DAM Podcast interview with Jan Delos Santos on 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 Jan Delos Santos. How are you involved with the Digital Asset Management?

Jan Delos Santos: I’ve been involved with Digital Asset Management for over a decade now. Currently, I’m the digital asset manager for RPA, which is Rubin Postaer & Associates. Prior to my stint here, I’ve worked as the Digital Asset Management for Saatchi & Saatchi LA for two years. Prior to that, I was an art producer/digital asset manager at TBWA\CHIAT\DAY for about eight years. Really much of my experience has really been on the agency side of things. Back in 2003, when I first became involved with DAM, I was just starting out as an art producer and was responsible for commissioning various artists for the different campaigns that came through. The agency needed a way to keep track of these assets that were being produced, especially as the amount of digital files grew. Because I was one of the most tech-savvy members of the team, they pretty much charged me with creating the system. I worked with our internal IT department at that time to create an in-house solution.

I was hired by RPA to revamp the system they currently have and just develop their workflow processes for DAM. Prior to my arrival here, there wasn’t anyone devoted solely to the Digital Asset Management who understood the particular needs of an advertising agency. The system was basically being used as file storage. The taxonomy was out of date. There was no overall structure to the system. Since there was no clean ingestion workflow, many of the assets in the DAM were either incorrect or never even made it to the DAM. That’s been my challenge to leverage the technology already in place, to introduce some best practices, and to broaden the agency’s understanding of the benefits of having a DAM. Anytime you’re going through this type of DAM revamp, restructure, and expansion, it’s never a quick fix. It’s been really important to me, through this transition, to work nimbly and have flexibility, but at the same, stick to a well-thought-out roadmap for implementing the new processes, technologies, and operating procedures.

Henrik de Gyor: How does an independent advertising agency use Digital Asset Management?

Jan Delos Santos: As a creative agency, we’re responsible for generating many individual visual assets used. Even though we’re an independent agency, we still have to work with a number of different client partners that rely on the assets we create. Because we have so many different teams, clients, or client partners that need these assets, we use DAM to keep track of the product metadata, usage rights, and to distribute those assets across the network. In that may, being in an independent agency is not that different from working at other agencies. We run into similar issues and have similar needs, so standardizing our workflow and getting users to adopt the system is key. Much of my experience has been with the various automotive clients, so it’s vital that they DAM keeps track of the product information for the vehicles featured in the assets. What’s product correct for one model year could change in the next. Depending upon the nature of the marketing, users may need a vehicle with very specific options. By centralizing and keeping these assets on the DAM, it ensures that users are locating the correct image for their needs. Also, it helps to make the branding consistent across the different media channels, whether it’s print, digital, or social media.

Henrik de Gyor: Great. What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Jan Delos Santos: I think that although awareness is growing, I still find that many companies don’t understand what Digital Asset Management is and what the benefits are for having a DAM system in place, or if they have heard of DAM, they focus all their efforts solely on the technology when really there’s so much more to it than that. You can have the greatest technology in the world, but you still have to adapt it to your needs, especially as they change, and have people behind it to support, maintain, and grow the system. It’s not uncommon for a digital asset manager to be hired onto to clean up a previous situation. Often those responsible for creating the system don’t communicate clearly to all necessary holders involved, so no one utilizes the system either correctly or at all.

In one case, I had to cull down the required meta data fields from 140. After meeting with different stakeholders, I quickly realized that none of the users ingesting assets had the time nor were there a need for this huge set of data. I was able to pare it down to the essentials, and I reduced the number to 38. By doing this, it made the process significantly more efficient and made the option of this step less of a concern for others. Because I was focused on their needs and valued their input, those stakeholders became more willing to work with me and through me to solve future problems and eliminate future technical roadblocks.

I think that success for me happens as our user adoption grows. I love it when the light bulb clicks on for people when they work with their DAM and realize how it can make their work life easier. They’re no longer bogged down by spending so much time digging for files, and they can find what they need quickly and can move on to the more important stuff.

Henrik de Gyor: Great. Sounds like a great investment. What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Jan Delos Santos: As much as the industry is growing, I still think it’s a niche area that even some long-time agency veterans aren’t aware of. There’s certainly not a lot of information to new, prospective candidates unless they have been in this type of role previously. Most digital asset managers don’t start out as such, and they’re coming into the field from very diverse disciplines. I think that it’s important for someone aspiring to work in DAM to always be curious. You never know what experiences will help you along the way, so you have to be open to a variety of challenges. It’s not just learning about new innovations and technology. You have to be proactive and get to know your users and their needs. Also, never underestimate the value of the human part of DAM. The more you’re able to connect with people, the more successful you’ll be.

Henrik de Gyor: Great. Thanks, Jan.

Jan Delos Santos: Thanks for having me.

Henrik de Gyor: 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 Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

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Another DAM Podcast interview with Michelle Lowe on Digital Asset Management

Michelle Lowe discusses Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does an organization focused automobile advertising use Digital Asset Management?
  • What are the biggest challenges and successes you have seen with DAM?
  • What advice would you like to share with DAM Professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I’m speaking with Michelle Lowe.
[0:09] Michelle, how are you?
Michelle Lowe: [0:10] Hi, Henrik, good. How are you?
Henrik: [0:11] Good. Michelle, how are you involved with Digital Asset
Management?
Michelle: [0:15] I am the Digital Asset Manager in an automotive agency, and I
was introduced to the Digital Asset Management more than a decade ago when
we started producing digital assets and that created a need of storage for all
the photography, illustration, videos. Now, in the recent years, we started the
apps, too, the applications. At the beginning, we created a rudimentary digital
storage. We didn’t have anything. We called it a jukebox. That was based on the
[0:37] hard drives, DVDs and servers, which didn’t work very well with us.
But later on, we were able to acquire a Digital Asset Management system, and
our lives completely changed, became a lot easier.
[1:01] A couple of years ago, I moved to another agency that didn’t have any
type of storage system. They were in big need of a DAM. With my previous experience,
I was able to put in place a Digital Asset Management system, making
sure all the assets are easy to be accessed, the metadata is correct, the rights
and expiration dates are up to date. For legal matters, this is very important in
the advertising world.
[1:30] I am responsible for adjusting and processing all the agency’s assets and,
also, for delivering them to our clients’ central DAM system. They have one, too,
because they have many agencies they work with. They use all the assets such
as digital assets, from every other agency.
[1:51] Our agency’s digital asset system is a central repository where every art
director, or designer, or buyer, competitor even, account executives can access
the assets and use them for their project.
[2:05] DAM is a very flexible storage system, we have all kinds of files, APS, has
JPEG s in designs. We have them in all kinds, audio and video files, too. That
helps a lot.
Henrik: [2:21] How does an organization focused on automobile advertising use
Digital Asset Management?
Michelle: [2:26] Because our client operates globally, we must be efficient.
When it comes to digital assets, advertising now is a very fast paced environment
and projects have a quick turn around and having DAM systems helps immensely.
[2:41] We’re introducing a very large number of assets with our projects
but at the same time, for budget purposes, we have to share the assets with
other agencies that work for the same clients. To meet these needs, we deliver
to our client everything we create along with the metadata and they add them
to their central DAM system where the other agencies, around the world, have
access to.
Henrik: [3:07] What are the biggest challenges and success that you’ve seen
with Digital Asset Management?
Michelle: [3:11] Usually, adoption would be one challenge, and getting people
to know about Digital Asset Management system and accepting it and finally
using it. But since I have the system, I had to train and many times, I go one-onone
team members and it’s challenging. [3:30] Another challenge is the metadata
which is a very important part of any DAM system and everyone needs to
be involved in it, in the input of it. Not only for the legal aspect of it but also
because the quality of the metadata we applied to the assets can affect the
chances of them being found and subsequently used. Every word becomes
of keyword.
[3:55] Eventually, if you research that, DAM has a great future. I would like to be
better at it that and advertising. It’s a challenge, at this point, too. That’s the
best thing when we have our colleagues and team members learning something
about it and working with it and finding that it’s making their lives a lot easier
that is the best thing.
Henrik: [4:23] What advice would you like to share with other DAM professionals
and people aspiring to be DAM professionals?
Michelle: [4:27] A Digital Asset Manager needs to have great organizational
skills, be focused, and try to stay consistent. I think a bit OCD, if I can say that
would actually work because a perfectionist is an ideal candidate for the DAM.
[4:46] Another advice would be understand the user’s rights and copyright law
and really understand the work flow process of your organization that you are
involved with that is very, very important.
[5:00] I’ve been doing this for a while and I think working on DAM is just perfect
because it gives you challenges and gives you joy. Every day, I can tell you,
it’s the best.
Henrik: [5:13] Thank you, Michelle.
Michelle: [5:14] You’re welcome. It was a great pleasure.
Henrik: [5:17] For more on Digital Asset Management topics, log on to
AnotherDAMblog.com. Another DAM Podcast is available on Audioboom and
iTunes. If you have any comments or questions, please feel free to email me at
AnotherDAMblog@gmail.com. Thanks again.

Related Articles

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, Spotify, TuneIn, and wherever you find podcasts.

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