A Digital Asset Management (DAM) Operating Model includes the organizational structure, roles, responsibilities, processes, governance, technology, and policies necessary to manage and operate a DAM system effectively.
The components of a DAM operating model:
• Organizational Structure: Defines the arrangement or network of teams and individuals involved in managing and using the DAM system. It could be a centralized or decentralized model based on organizational requirements.
• Roles and Responsibilities: Clearly outlined roles and responsibilities are crucial for the smooth operation of the DAM system. These roles include data creators, editors, managers, consumers, and governance officers, each having different access and permissions.
• Processes: The model should define processes for adding, modifying, retrieving, and deleting digital assets, which includes workflows for creating and updating metadata, version control, and archiving or retiring assets.
• Technology: Details about the actual DAM system and any other software or hardware used in conjunction with it. It should outline how the technology will be used, who will use it, and how it will be maintained and updated.
• Policies: The operating model must include policies regarding data privacy, security, quality control, and compliance with legal and regulatory standards. These policies should be reviewed and updated regularly.
• Governance: This involves establishing the governance structure and decision-making processes related to DAM. It includes defining governance roles (like a DAM governance committee), responsibilities, and procedures. This aspect ensures that the DAM system aligns with business objectives, adheres to defined policies, maintains data quality, and provides appropriate usage and security.
• Training and Support: A component for training users and providing ongoing support to ensure all users understand how to use the DAM system effectively and get help when needed.
In essence, a DAM operating model provides a comprehensive, clear framework for managing digital assets in an organization. It ensures that all activities related to digital assets are effectively supervised, enhancing the overall functioning and value derived from the DAM system.
A Digital Asset Management Operation Model is needed because managing digital assets can be a complex, resource-intensive task. Without a well-defined operation model, organizations can face challenges such as:
• Difficulty finding and using assets, leading to wasted time and resources.
• Inconsistent or poor-quality assets being used, damaging the organization's brand image.
• Security risks if assets are not properly protected and controlled.
• Compliance risks if the organization does not properly manage things like copyright and licensing for its digital assets.
By defining and implementing a Digital Asset Management Operation Model, an organization can address these challenges and get more value from their digital assets. It leads to better organization and retrieval of assets, improved collaboration, better control over intellectual property, and ultimately, a better ROI on digital assets.