Migrating Legacy DAM Systems and Offline Content to Next Generation DAM PLUS Platforms

BEST PRACTICES FRAMEWORK | Digital Asset and Content Migration FILE: Migrating-Legacy-DAM-Systems-v4.docx

Executive Primer

Migrating Legacy
DAM Systems and
Offline Content to
Next Generation
DAM PLUS Platforms
AUTHOR KEY TOPICS
Michael Moon, CEO • Here comes on-demand DAM platform-as-a-service
• Wikipedia on DAM
GISTICS Incorporated, innovation think-tank for marketing • DAM in Marketing
92 Templar Place, Oakland, CA 94618 USA • DAM Service-Capabilities Framework
Tel +1 510.450.9999 | Mobile +1 415.509.5023 • DAM metadata model
Skype: michael_moon | Fax +1 510.601.0563 • Evolution of DAM for Marketing
• DAM PLUS Emerges
• New Business Requirement for DAM in Marketing
• Orphaned Assets and Systems
• Catalytic Assets
• Concierge Service Migrating legacy DAMs
• About GISTICS and Michael Moon

Digital Asset Management | Migrating Digital Assets from Legacy Systems -1- ©2010 GISTICS. All rights reserved.


Here Comes on-demand DAM platform-as-a-service DAM in Marketing
In this executive white paper, we will present a forward-looking Digital Asset Management in marketing continues to evolve from its
roadmap of the future of DAM in marketing, emphasizing next- humble roots multimedia database and file manager (1993),
generation platforms delivered as an on-demand service. delivering progressive greater value through systems such as:
• Departmental content portals using client-server
Wikipedia on DAM technologies (1997 onward)
In the broadest application, DAM constitutes a productivity- • Enterprise DAM repositories (2000 onward)
enhancing practice that speeds the retrieval, reuse, or • Media service platforms (2003 onward)
transformation of digital media files into the most useful form. • Database-publishing (Web to print) workflow platforms
(2006 onward)
As defined in Wikipedia, Digital asset management (DAM) consists • Enterprise marketing content-process management
of management tasks and decisions surrounding the ingestion, platforms (2009 onward).
annotation, cataloging, storage, retrieval and controlled distribution
of digital assets—digital photographs, animations, videos, and The years spanning 1999 to 2005 represented a greatest level of
music. adoption of DAM in medium to large enterprises, numbering more
than 2,500 installations worldwide of the following:
Digital asset management entails the use of specialized systems • Department content portals
that aid in the downloading, renaming, backing up, rating, • Enterprise DAM repositories
grouping, archiving, optimizing, maintaining, thinning, and • Media service platforms
exporting digital files.
Today, many medium to large enterprises still use a DAM system
Generally an "asset" represents a digital file and description of the originally installed in the halcyon years of 1999 to 2005, satisfying
contents and property rights of associated with the digital file. business requirements then understood and addressed.
The term "essence" refers the content of a digital asset and In many cases today, these same firms seek new DAM options,
generally constitutes the highest resolution and fidelity beyond a simple upgrade; in some cases, marketing groups today
representation. The term “metadata" refers the description of an seek systems that go beyond the basic assumptions of DAM:
asset; the description depth may vary depending on the needs of • Integrated procurement of creative services and content
the system, designer, or user. • Complex, multi-party project management
Metadata can describe the actual content or file properties, the • Integrated multichannel content-process management for
subject matter of the content, the means of encoding/decoding (e.g. enterprise marketing (Web sites, microsites, social networking
JPEG, tar, MPEG 2), the provenance or its history to point of capture, sites, newsletters, circulars and direct mail)
ownership, rights of access, as well as the file’s compliance with
predefined standards and template for metadata such as Dublin
Core and SCORM.



DAM Capabilities Framework
PROJECT DAM SYSTEMS DISTRIBUTED RICH-MEDIA SERVICES MANAGED
The table to the right indicates six basic system PORTAL (DAM PLUS) SUPPLY CHAIN
configurations. Many of the terms represent 1. Marcomm 2. Image and 3. Creative 4. Distributed 5. Smart Marcomm 6. Federated

Focus
self-explanatory items. A few need explanation. intranet Content Workflow Media Operations Marketing
In particular, 3D CGI photo replacement Portal Repository Workflows Operations
represents the use of 3D CAD models, rendered Share files and Find marketing Streamline creation Provision content Speed delivery of Synchronize
collaborate content and and production and media brand-consistent global product
in photorealistic detail, to product 2D product

Business requirements
within team | reusable media processes for applications to multimedia launches and
images—fast, infinitely modifiable, and way less Sharepoint, components artwork, 3D CGI users across materials through integrated
expensive than professional photography. Basecamp, using simple photo replacements, enterprise and structured, online multichannel
@task, Lotus keywords and collateral, packaging, partner, creating processes campaigns using
Marketing claims databases represent a Notes nested folders POP displays, and process Lower sourcing multiple centers
managed repository of “good to go” copy-text multimodal benchmarks costs of creative, of excellence in
customer- Lower agency content, and marketing
(product claims, slogs, features and benefits, engagement communications
switching costs and production
product descriptions, user directions, etc.), packages service
suitable for automated publishing workflows. interruptions
Browser or Structured Integration with Multiple user MRM capabilities: Pan-regional
MRM stands for marketing resource desktop access catalogs with creative tools, classes, faceted planning, execution of
management entails applications and Key functions to intranet or basic metadata works of process and taxonomies, and campaigns, strategic print, broadcast,
workflows for automating a marketing public portal and search approval workflows dynamic imaging sourcing of creative online, mobile,
Full integration of services, and and in-field
operation: budgeting, planning, scheduling, analytics promotions and
project
project management, sourcing, process management customer
benchmarking, database-publishing, and engagement
financial governance of advertising and creative Marketing claims Database- Ad agency Outsourced
databases publishing of governance localization
Pivots

agency expenditures. collateral and systems services
Managed supply chains entails end-to-end banner ads (smart
artwork)
integration of scheduling, collaboration,
PROGRESSION SEQUENCE FROM MATURITY TO THE NEXT
transaction, project management, and digital
1. Ad Hoc > 2. Organize > 3. Measure > 4. Analyze > 5. Optimize
asset data across all contributors to integrated,
multichannel, pan-regional campaigns, creating The table above depicts the evolution of DAM Systems into DAM PLUS and Managed Supply-Chains for
full visibility of the entire marketing team and Marketing as well as the five steps of optimizing any focused capability (e.g., creative workflow repository). The
enumerated sequence indicates five basic modes of managing any operations or process. In any particular
their specific contributions to revenue, profit, organization, one might say: 1) We’re ad hoc in managing our digital assets, 2) We’re currently organizing our
and return on marketing investments. assets, 3) We’re currently measuring the use of assets and users, 4) We’re currently analyzing asset-activities and
payback, or 5) We’re currently optimizing operations for next-phase innovations.



Evolution of DAM for Marketing In most cases, these marketing DAMs provide a basic library and
Most of the initial deployments of enterprise DAM repositories and self-service function to internal marketing users and external field
media service platforms historically emphasized the management of marketing teams and partners.
static images and content for printed materials: ads, flyers, etc. As direct communication and digital services continue to grow in
As the Web emerged as a strategic communications channel in the prominence in enterprise marketing, the marketing and media mix
early-2000’s, modern DAMs evolved to manage source files for rich- continues to evolve in three dimensions:
media content: animations, video clips, web page elements, and • Marketing incorporates a growing number of media types
downloaded content (PDFs and Webcast movies). • Marketing works with burgeoning array of specialist agencies,
creative partners, and independent contributors
In some cases, the Web operations deployed a DAM to support • Management requires marketing to provide greater visibility
their Web sites and portals, populating the DAM with content and and accountability for marketing expenses.
assets largely purpose-built for publishing online. The Web
operations rarely understood the rigorous
technical requirements for printed material Market Maturity Breeds Diversity and Specialization
(fonts, color management, single-pixel EVOLUTION ON DAM CAPABILITIES IN MARKETING OPERATIONS
precision, etc.) or they did not care (“Hey, Basic DAM Packaged Hosted SaaS DAM
that’s not my job!”). Tools Frame- Software DAM App DAM PLUS
works
Often, this Web-centric DAM frustrated the FOCUS ON-PREMISE SOFTWARE OFF-PREMISE SOFTWARE
marketing or marketing communications Marketing Supply Chain
NA NA
Management
group, prompting marketing teams to secure
Marketing Operations
their marketing DAM system, such as NA
Management
• Smaller departmental content portal POINT SOLUTIONS (below) evolving into PROCESS MANAGEMENT PLATFORMS (above)
using packaged software with pre- DAM Services Groups Most
defined functions and capabilities. DAMs
• Online DAM provided by their Marcomm Content Portals
Creative Workgroups
advertising agency, printer, or hosted Creative Desktops
DAM service provider. Consumers NA NA
The table above depicts the evolution of DAM capabilities in marketing operations, migrating on-premise DAM
software to off-premise DAM PLUS capabilities.
The table also depicts the evolution of focus in marketing operations, migrating away from single-focus point
solutions and towards integrated MOM-DAM process management.



DAM-PLUS Emerges • Deliver the end-to-end process management of Ad Agency
Looking to the future, most of the new or enhanced DAM systems Governance, standardizing the procurement of creative
will: services, content development, uploaded and tagged digital
• Enable creative partners and individual contributors of assets, and production and logistics from a global network of
integrated rich-media workflows to create self-tagged digital suppliers.
assets, requiring tight integration of DAM systems with an New Business Requirement for DAM in Marketing
array of creative tools and desktops.
• Store product information, marketing claims and A comprehensive reassessment of DAM as a business strategy or
communications (vetted and approved copywritten text), business-process enabler for marketing reveals five new
and user-generated content as digital asset types, using requirements:
industry-standard XML schemas to publish structured data • Consolidate Web and marketing content, unifying reuse
and unstructured information with rich media assets. and sourcing standards
• Automatically generate and place banner ads into Web • Migrate existing orphan content and digital assets now
content management or ad network systems as well as held by agencies, creative partners, and other departmental
produce printer-certified PDFs for inserts, flyers, coupons, or hosted DAM systems to a consolidated DAM system
and POP materials. • Recertify and clear intellectual property rights for
• Coordinate a comprehensive approval management process, worldwide use in all mediums.
speeding the review and commenting of ideation and • Drive enterprise-wide reuse existing content and digital
sketches, work-in-process versions, finished digital goods, and assets, preempting rouge procurement of “dumb” content
localized versions. (untagged or difficult to repurpose)
• Use easily configured forms to create market plans, campaign • Integrate DAM and Content Operations to core marketing
analytics, budgets, calendars, project plans, and forecasts, processes: budgeting, planning, scheduling, project
storing these data in the same underlying database of the management, sourcing, process benchmarking, database-
DAM and, thus, creating a consolidated marketing publishing, and financial governance of advertising and
information database. creative agency expenditures
• Links items of the marketing information database, such as Our recent client work reveals another interesting if not
marketing plans and creative briefs, to all designated transformational conclusion: Many core processes, databases, and
contributors of rich-media workflows as well as to individual applications will continue migrating into the “cloud”, riding the
assets, including comps and sketches, work-in-process innovation curves of Moore’s Law (and others): everything becomes
versions, finished digital goods, and localized versions 10x faster or 10x cheaper in five years.
Thus, many marketing organizations will stampede into on-demand
DAM platform-as-a-service.



Orphaned Assets and Systems Catalytic Assets
Most of the enterprise DAM repositories and media service The term catalytic asset connotes the type of return on digital assets
platforms entailed: that the firm derives from the reusing an asset.
• Significant customization of the user interfaces and workflow Return on digital assets fall in one of five basic categories and
routes deliver a particular economic result:
• Extensive development of new purpose-built software
• Integration with other enterprise data-sources CATALYTIC
• Modification underlying technologies (rendering engines, ENHANCED BALANCE Economic value • Revenue per customer
SHEET engagement objects
metadata model. per asset
As a result, many Enterprise DAM repositories remain frozen in
INCREASED REVENUE Cycle time gains • Days gained time-to-
time, relying on the original and largely not-updated technologies market
and application versions. • Days added to product-
sales lifecycle
Of course, vendors of enterprise DAM repositories and media service • Days to close out end-of-
platforms have made steady improvements to their software lifecycle goods
applications. NON- CATALYTIC
COST REDUCTION Cycle time gains • Fewer expenses
However, their customers seeking these improvements must: • Lower labor content
• Pay for a new enterprise software license Sourcing • Price consistency
• Throw away much of their previous customization work consistency
• Engage a new professional services team to deploy and PROCESS IMPROVEMENTS Workflow • Greater production values
• Better ease of use
configure the new software automation • Fewer defects
• Recreate existing workflows, business rules, and user INTANGIBLE By definition, • Brand integrity
interfaces not measured
• Migrate digital assets, metadata, business rules, and
linkages to the new system Likely candidates of Catalytic Assets:
• Test and validate the new news • Banner ads and print-display ads published from database
• Launch a new system to existing and largely “habituated” • Circulars and inserts published from database
users • Packaging artwork approvals
• 3D photo replacement of product photography
Thus, upgrading enterprise DAM repositories and media service
platforms represents a major capital investment and often calls
for a comprehensive reassessment of DAM as business strategy
or business-process enabler.



Concierge Service Migrating legacy DAMs Boeing, Disney, E&J Gallo, Ericsson, Frank Russell Company, Gap,
GISTICS offers a simple and effective seven-step packaged service General Motors, FCB, Hallmark, Hasbro, IBM, Leo Burnett, Nokia,
for migrating legacy DAM systems to next-generation systems. Philips, SanomaWSOY, SAP, TeliaSonera, Thomson Corporation,
Time, VF Corp, and Warner Bros.
1. Questionnaire: Business mandate and options ranking
2. Criteria discovery: Collaborative workspace (remote) GISTICS assists conference and event-management firms in the
design, agenda development, speaker and talent acquisition, and
3. Business case: Estimated return on investment
marketing of executive-level events. GISTICS specializes in small-
4. Request for quotation (RFQ):
group "world cafe" sessions that emphasize executive-peer insight
• Criteria and short-list of providers
sharing and full-immersion masterclasses. Our clients include
• Content migration framework
Euroforum (NL), Henry Stewart Events (UK), Igedo (DE), Seybold
• Total-cost-of-service of current and projected system
Seminars, and Thought Leadership Summits.
• Cost of do-it-yourself vs. out-tasked content migration
5. Vendor offering assessment: Trade-offs and negotiation points GISTICS assists technology companies in executing corporate and
market-entry strategies. This includes personal lead-pass
6. Pre-deployment project planning workshop: 15-day project
plans introductions, advocacy in social networking groups (Linked In,
Facebook, Plaxo), certified consultant’s and developer relations
7. Coaching and peer-tutoring: Weekly tele-session and
programs, and service-fulfillment methodologies. Clients include
workspace
Adnovate (NL), Adobe, Alterian (UK), Apple, Arizona (BR), Artesia,
About GISTICS AssetLink, Big Step, Capital ID (NL), Cariocas, ClearStory, D-BAM,
Deep Video, Deloitte, Digital Media Partners (FI), EMC, Emotion,
GISTICS constitutes an innovation think-tank that speeds the Ex’pression, Freedman International (UK), Getty Images, Informix,
adoption of innovation. Often, this entails perfecting an existing Harris, HP, IBM Autonomic Computing, Kodak, LaComunidad (NL)
processes and systems, adding ingenuity and fun to client’s Macromedia, Media Equation (AU), NetXposure, Nokia Multimedia,
products or services that already meet basic customer requirements. North Plains Systems, Nstein Technologies, Onstream Media,
To that end, GISTICS assists its partnering clients in OpenText, Oracle, Paxonix, Peer English Networks,
• Migrating legacy DAM systems to next generation platforms PricewaterhouseCoopers, Radiance Technologies, SocialMedia8
• Delivering technology training to marketing professionals (NL), Sonera (FI), and Talent Partners (FI).
• Advising technology providers in how to market and deliver GISTICS assists independent consultants to find long-term
their digital service-innovations engagements, define and manage complex, multi-year projects, and
• Activating of social networks comprised of customers, buyers, achieve professional and personal success, using masterclass
independent consultants academies, publications, workshops, telebriefings, and certification
GISTICS advises international-brand corporations on service- programs.
innovation strategies for customer engagement, marketing supply
chains, and digital asset management. Clients include Amway,


About Michael Moon
Executives worldwide recognize Michael Moon as an Michael Moon maintains three LinkedIn social networking groups
international authority on customer engagement, that serve international networks of innovation leaders, subject
marketing operations management, and digital asset matter experts, and master-class practitioners with approximately
management and as a masterclass facilitator of 3000 members and growing rapidly:
innovation leadership academies and executive peer- • Masters of Digital Assets: http://www.linkedin.com/e/gis/1275367
workgroup sessions. • Masters of Customer Engagement:
Michael Moon has delivered more than 400 keynotes, presentations, http://www.linkedin.com/e/gis/1564897
executive seminars, workshops, and Web-based Webinars around • Masters of Marketing Operations:
the world. McGraw-Hill and its international affiliates offer Mr. http://www.linkedin.com/e/gis/1275397
Moon's book, Firebrands: Building Brand Loyalty in the Internet
Corporate Address
Age in 13 languages. http://www.amazon.com/exec/obidos/ASIN/0072124490
GISTICS Incorporated, innovation think-tank for marketing
He has lectured at UC Berkeley, Stanford University, San http://www.gistics.com
Francisco State University, California State University—East
Bay, Fielding Institute, and St. Pölten University (AT). 92 Templar Place, Oakland, CA 94618 USA

Michael Moon also co-chairs the prestigious international Tel +1 510.450.9999 | Mobile +1 415.509.5023 | Skype:
conferences on Digital Asset Management http://www.DAMusers.com michael_moon | Fax +1 510.601.0563
and serves as the Editor in Chief of the Journal of Digital Asset
Management http://www.palgrave-journals.com/dam/index.html and Editing
Blogger-in-Chief at several microsites:
• Engagement Marketspace http://engagementmarketspace.com for
technology providers
• DAM for Marketing http://damformarketing.com for insights about
digital asset management in marketing operations
• Customer Engagement Agencies
http://customerengagementagencies.com for insights about next
generation marketing firms


Migrating Legacy DAM Systems and Offline Content to Next Generation DAM PLUS Platforms

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Migrating Legacy DAM Systems and Offline Content to Next Generation DAM PLUS Platforms