An overview of DAM basics

Metadata, MAM and BAM are just some of the terms and buzzwords you will come across when you start researching how to manage your digital media efficiently. If you are new to Digital Asset Management you will want to know what it’s all about and if a DAM solution is really what you need before you start exploring the functionality and features of Canto’s Cumulus solutions.

The more scientific explanation of DAM would be: “Digital Asset Management is a series of set-up technologies and procedures that allow the storage, retrieval, and reuse of the digital files that are valuable to a company or organization. By employing the descriptive information (metadata) attached to the assets, DAM provides and supports the business rules and processes required to acquire, store, index, secure, search, export and transform them.”

Albeit you have that theoretical knowledge you might still be left with some basic yet relevant questions. Below we have listed some short but clear answers to the most frequent inquiries we receive about DAM and Metadata. After learning the basic facts you will want to know how the Cumulus DAM solutions fit into your business and workflow. You will find more information on the Cumulus product pages, finally your local Cumulus reseller or system integrator can advise you on how to best employ Digital Asset Management in your organization.

• Digital Assets (or in short: Assets) are digital.
• Every Asset costs money to create or license.
• Assets are usually big or complex and stored in files.
• Different kinds of Assets are used depending on individual customer needs.
• Digital Asset Management (or short: DAM) manages the assets and at the same time the Metadata.
• DAM also is about the workflow to create, archive and use Assets.

What is Metadata? Who or what creates the Metadata?

• Metadata is „data about data“. It describes the Asset.
• Metadata is used to efficiently find Assets.
• Metadata defines the Rights & Permissions for Assets.
• Metadata can specify the Workflow to create an Asset
• Metadata can be file format specific and be generated by the authoring tool, in which case the DAM system needs to extract it when cataloging.
• Metadata might have to be created and managed manually.
• Metadata can be generated implicitly by using the DAM solution.

What are the challenges with Metadata? What is the hidden cost of DAM?

• Metadata needs to be applied consistently. Therefore a Taxonomy and categorization should be created first.
• Metadata entry can be time-consuming and costly.
• The Metadata needs to reflect the business the Assets are used for. Therefore Metadata needs are specific to individual customer needs.
• As business changes, so do the Metadata needs. The DAM system has to be very flexible.
• A workflow to enforce consistent metadata entry and to assure the quality and on-time delivery of Assets typically needs to be custom-designed by a system integrator and can be costly.

What are the benefits of DAM? How can Workflow result in efficiency gains?

• DAM improves archiving and finding assets.
• DAM avoids that Assets are licensed or created multiple times.
• DAM prevents misuse of copyrighted material.
• DAM prevents the use of out-dated or wrong Assets.
• DAM eliminates costly creation of variations of Assets through the use of Digital Masters.
• DAM automates workflow steps and communication.

What is not part of DAM? What is DAM but isn‘t called DAM?

• DAM is part of ECM (Enterprise Content Management).
• ECM encompasses all data centric solutions of an enterprise. ECM is not a product category but a concept.
• For example DAM intersects with Web Content Management (WCM).
• MAM, BAM (Media/Brand Asset Management) ...are „flavors“ of DAM for the Media companies (e.g. Publishers) and Marketing operations.
• MOM/MRM/EMM (Marketing Operations/Resource Management, Enterprise Marketing Management) ...start out with the overall marketing processes of budgeting and campaign management. DAM is a granular part of it.
• DAM is not limited to any particular market or application. It is an enabling technology and solution.