This year’s conference was held at Le Meridien (Piccadilly, London) and once again proved to be a fantastic event for anyone interested in Digital Asset Management – and more than ever, anyone working with or developing products and solutions built on metadata.
Vendor selection and the DAM marketplace
One of the biggest themes this year was vendor selection for digital asset management, particularly looking at the process for engaging with software vendors, and the best way to conduct the purchase from the point of view of the customer.
This was a theme discussed in detail by Theresa Regli (Real Story Group) and Sarah Saunders (Electric Lane) and resonated very strongly with our experiences here at Third Light. Good customers have usually got very clear needs and realistic budgets already lined up, and know exactly how to obtain real value and insight from the pre-sales process. Good vendors know how to identify the client’s real needs, and will try to avoid RFP documents which contain checkbox lists but instead show how their solution meets the client’s needs.
A notable remark made by the chair (David Lipsey) was that DAM vendors hold the key to the next wave of innovation through to 2012-2013, and control R&D budgets in excess of the ticket price of the software they sell. This creates an imbalance of power between buyers and sellers of DAM software, and highlights the long term buy-in that an investment in DAM represents. To put it one way, the future of the product (and how closely the vendor’s strategy matches your hopes for the future of their product) will make or break the future of your relationship with the vendor and the success of your system. You need to catch the right train to get where you want to be.
Each vendor has a particular angle and some are already doing a good job of leading in certain sectors or use cases, but more segmentation would be useful. In terms of delineating the DAM marketplace, the DAM Foundation is one ray of hope for the buyers.
Our focus at Third Light is on usability and adoption, while in other parts of the – admittedly huge – DAM landscape, movement toward multi-channel delivery is all important. Buying enterprise DAM has never been so complex, and vendors do owe it to their customers and prospects to share openly and in a straightforward way what their future holds, and where their real specialisms lie. One size does not fit all and the fit and alignment of vendor and client specialisms matters deeply.
Metadata, the semantic web and ontologies
All three of these words deserve our attention as they play such a significant part in the future of digital asset management. It was very good to hear such a buzz – and so much agreement in the panels and from other delegates over lunch – about search in the context of rich, varied information sources.
John O’Donovan (Press Association) covered a staggering amount of ground in his short – and highly entertaining – talk, by highlighting not only how diverse unstructured information can be (and how unexpected) but also showing the audience some hard technical schematics for how the Press Association manages its metadata workflow. It is difficult to integrate disparate systems convincingly and John’s talk stood out to me.
The basic principle of what DAM is for and how it achieves search and navigation relies on software which can bring the information to us in a natural, but orderly way based on inputs which far exceed our capacity for reading or browsing.
A great example of this was very smartly covered by Sarah Winmill of the Victoria and Albert Museum, where it’s estimated 30GB of data is flowing in each day (and never to be deleted!). Sarah showed how promoting openness and reach with good APIs – and perhaps a more academic culture – can yield great strides in bringing new information to life. A point she made more than once is that the data can take on a new value when you give it to people to search without pre-defined expectations. Try it for yourself athttp://collections.vam.ac.uk - I must say this is one of the most impressive DAM projects I have seen and the information behind the search is of the highest quality.
The Trouble With Metadata
During the mid to late stages of DAM projects, there is a roadblock. It relates to tagging assets.
Having established the power of metadata that DAM software unlocks, and the incredible opportunities to explore digital assets using ontologies, guided search and related concepts, the obvious question that remains is how to get the metadata in the first place.
This problem is most topical right now (2011) because in the grand scheme of things, we have only just entered an era where information is properly valued. That’s the point where the word asset really becomes noticed. A lot of otherwise promising DAM projects are stalling at the migration stage, where standards and systems exist but the metadata has not been captured digitally. While outsourcing the tagging problem is an option, common objections relate to the quality of outsourced data (especially when obtained offshore).
Where can you turn for metadata services?
Bruce Hellman (SERCO) presented the Artemis project; it is a novel approach using a prison industry to obtain good quality metadata through outsourcing. Using something as simple as a Filemaker interface, Bruce explained how good quality transcription of historical texts has been achieved using prisoners who are keen to obtain new technical skills for their future after rehabilitation. I’m sure that Artemis will attract attention from anyone holding too much data to enter themselves, and struggling to break through into the world of search and metadata cost-effectively.
Many of the people I spoke to at DAM EU this year remarked on how promising this system is. What an excellent win-win solution it presents for the buyer and the future employability of the prisoners who participate!
Conclusions
The Henry Stewart DAM Europe event was once again a rich source of ideas and advice for DAM users. It serves to focus the marketplace and bring together vendors – not easy. My experience this year was of one of the best DAM events yet. Anyone who is considering a major digital asset management deployment, anyone who works with taxonomies, metadata and digital media management or in the services sector around DAM would enjoy the sessions. Next year’s event will be held over two days; that reflects the high standard of the speakers and the immense amount of growth in DAM in so many verticals.
See you next year!











