What is your DAM Capability?

Maturity Model enables audit and improvement of Digital Asset Management capabilities

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    What is the DAM Maturity Model?

    Digital Asset Management (DAM) manages information, systems and processes that enable the management of assets from ideation to creation, curation, analysis and archiving.

    DAM Maturity Model is a tool originally developed by the DAM Foundation, a not-for-profit think tank, for organisations to measure their current level of Digital Asset Management proficiency.

    Thousands of DAM professionals have completed the Maturity Model assessment, spanning a range of sectors, verticals and specialities.

    The DAM Maturity Model serves as a means by which companies are able to assess their level of expertise in different aspects of DAM operation.

    The model is based on 5 Competency Levels, increasing in levels of sophistication and functionality, from Ad Hoc through to Optimal.

    There are 4 Parent Categories, People, Information, Systems and Processes, which are further subdivided into a total of 15 Dimensions.

    The parent categories reflect the four aspects of DAM which drive its success as an asset management system.

    Companies can make their own assessments and pinpoint where they might be lacking in terms of infrastructure, functionality, management and expertise.

    The DAM Maturity Model provides guidance on how to develop a more mature DAM strategy and allows organisations to benchmark themselves against their sector or vertical.

    By denoting the key areas in which a successful DAM operates at an optimal level, the model describes how an organisation can make targeted improvements and realise the full potential of their DAM system.


    5 Competency Levels

    Ad Hoc

    Some exposure to DAM.


    A casual understanding of DAM.


    Demonstrated experience of DAM.


    In-depth knowledge of DAM operation, but abilities not yet optimal.


    Effective, demonstrable experience in DAM operations.

    4 Parent Categories / 15 Dimensions


    The human roles, responsibilities, and inter relationships in an organisation’s use and management of DAM.

    Technical Expertise2019-09-16T16:58:57+01:00

    An assessment of the abilities of those who form the DAM infrastructure in the management of DAM technologies.

    Business Expertise2019-09-16T16:58:20+01:00

    This relates to the understanding of fundamental DAM concepts with a view to maintaining the overriding vision of DAM strategy.


    An assessment of the combination of technical and business expertise and the resulting ability of an organisation to operate a collaborative, unified DAM system.

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    The material and related descriptors that enable the use of an asset from the DAM.


    A digital file becomes an asset when you add value to it through metadata and through other organisational tools employed by DAM systems.


    The real workhorse of any DAM system; metadata forms an important part of DAM strategy and is the cornerstone of most DAM functions.


    Through the use of workflow tools, DAM allows the ability to repurpose and reuse assets.


    The retrieval of assets relies upon an associated, detailed array of metadata.

    Use Cases2019-09-16T16:54:23+01:00

    Perhaps the most variable of the categories within Information, Use Cases reflects the breadth of different ways in which the DAM is accessed and utilised.

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    The related components that work together to facilitate the lifecycle of assets.


    This refers to the level to which DAM operation is spread within an organisation.


    There is some variability in the extent to which security plays a role in different DAM projects but in all cases there is a need to employ certain strategies in order that security is upheld.


    This sub-category is pretty self explanatory and refers to the overall user experience (UX).


    Effective systems rely on collaboration and discussion between all the involved parties, achieved through employing an effective management infrastructure.

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    The repeatable set of procedures and operations designed to realise each stage of an asset’s lifecycle.


    DAM serves as a platform on which business processes can be applied in order to increase efficiency in the production of content.


    Organisational infrastructure plays an important role in effective governance, process governance refers to more than just the people who have been put in place to manage the DAM.


    It is rare that DAM implementation will start from scratch, there will be pre-existing systems and structures in place that must accounted for in DAM operations.

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