The Digital Asset Management 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 five competency levels, placing proficiency in a certain area in increasing categories of sophistication / functionality. The five levels on this scale are as follows:
The five point system is used to describe proficiency in four parent categories, which are further subdivided into a total of 15 dimensions.
The parent categories reflect the four aspects of DAM which most inform its success as a management system:
People, Information, Systems and Processes.
The 15 dimensions within each of the parent categories are:
Technical Expertise, Business Expertise, Alignment, Assets, Metadata, Reuse, Findability, Use Cases, Prevalence, Security, Usability, Infrastructure, Workflow, Governance, Integration.
Companies can make their own assessments of and pinpoint where they might be lacking in terms of infrastructure, functionality, management and expertise.
The need for talented teams of people and individuals is necessary for effective DAM operation and it is people who form the backbone of any DAM system. In the maturity model, rather than focussing on individuals or individual departments themselves, attempts are made to assess the company’s overall proficiency in three areas:
One of DAM’s strengths lies in its capacity to structure and maintain metadata, taxonomies and controlled vocabularies. Information is split into the greatest number of sub-categories in order to achieve the greatest possible level of detail, relevance, functionality and flexibility in terms of effective DAM operation. The five sub-categories are as follows:
In order for a digital file to become an asset and be put to use in one form or another, systems within DAM are required to facilitate the lifecycle of assets. A high level of proficiency in the systems category is achieved in large part by appropriate staffing and the implementation of a strong informational architecture. The four sub-categories are as follows:
This final category refers to the ways in which the DAM strategy is realised, i.e. the processes by which people use information within established systems to realise the goals of each stage in an asset’s lifecycle. It is essentially what brings everything together and provides the tools with which the DAM strategy can be properly achieved. The three sub-categories are as follows:
TlAs, as the name suggests, The Maturity Model provides information on how mature an organisation’s DAM strategy has become. By denoting the key areas in which a successful DAM operates at an optimal level, the model describes how it is possible for an organisation to properly realise the potential of a DAM system.
It is rare that any organisation will score optimal in each and every category and this is to be expected, but it does show organisations the ways in which they can achieve optimal functionality. The DAM Maturity Model serves as the go-to method by which an organisation can benchmark themselves within DAM.