model can help you improve your digital asset system.

A Digital Asset Management system can improve efficiency, reduce silos and improve communication. It is important to note that it’s not a “one-and-done” proposition. To realize the full potential of your business, you must continually evaluate its performance.

DCM is a well-established process to do this. Corey Davis, the digital asset manager of Lucid Motors’ brand team, explains DCM and how it can be used.

Davis stated in his presentation to The MarTech Conference that “the areas of focus and strengths within the application DAM vary from organization-to-organization.” As a result, businesses must know their current position in order to set intelligent, focused goals.

Dig deeper: Building an DAM (Digital Asset Management ) business case

Capability models are a great way to capture common experiences, pain points and define improvement. They also provide a framework to prioritize actions and to set priorities. These models also assist in developing a shared language and vision. DAM is an assessment tool that helps to create a solid roadmap for success.

Five Measures

Davis said that the DCM uses five measures to determine maturity and establish a road map.

He said that the first measure was to regulate processes at an individual level, not within the organization. “Emerging process are being established at the group level. The standardization of processes is centralized and agreed upon. Operationalizing processes can also be controlled and measured. “Focus on process improvement is the highest level you can achieve.”

Five levels

There are five maturity levels for each process.

1. Ad-hoc. When processes are defined and introduced. At this level, there is no formalized process. Everything is done on a whim.
2. Repetitive. When basic, consistent processes are in place, but they are not documented or repeatable. Roles and responsibilities must be aligned with the process.
3. Controlled. When standard processes are defined at the enterprise level, documented end-to-end processes are created that are transparent and accessible to all.
4. Metrics. Key performance metrics are used to control and measure processes. The metrics are analyzed in order to identify process gaps, and the process owners agree to adhere to all these touchpoints.
5. Optimized. The stage is set for continual improvement.

Four categories

DCM uses four categories.

1. Organization. The organization’s “people” roles and responsibilities.
2. Information. Information is the core material, context and background that enables an asset to be used.
3. Systems. Systems.
4. Process. Process.

He said that “within these categories are dimensions, which are the building block of DAM.” Each of these dimensions has different functions that are required for a DAM to be fully functional and progressive.

Each category has a chart that details its dimensions and features. The measures are listed in the top row of the X-axis. In the first column of the Y-axis, you will find the dimensions for that category. These dimensions have descriptive characteristics for each stage of maturation.

Here is an example for assessing the strategic alignment within the organization category.

Davis explained: “So, after looking at these details, the big question is how do we apply this DAM capability model?” To apply the DCM you will need to combine the elements from the previous charts to determine where we are at and set clear goals for each level.

Explore what interests you

Choose the categories that you wish to examine and then identify the power users. These are the people who have a stake in the success or failure of DAM. Survey them to determine the effectiveness of DAM operations. You will then know where the problem areas are. After you have identified your problem areas, brainstorm solutions and possible pathways to optimization.

“This is not a checklist or a one-time-around-the-block type of tool,” said Davis. The DAM Capability Model should be used repeatedly to ensure that we achieve those levels, and to stay on top of the growth and progress of our digital assets management system.

Find out more about DCM here.

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