Analysis & Implications from the SEW Consulting Group
Analysis of the 2010 survey results surfaced a few themes that unsurprisingly align with some of the most discussed topics at industry conferences and that represent both challenges and opportunities for DAM vendors. This analysis is a companion to the full survey results drawing implications about changes to DAM technologies and practices and highlighting both obstacles and accelerators to DAM enabled business processes. This analysis focuses on data from end‐user an marketing services firms using DAM in their own operations, and excludes data from consultants, students, vendors and press/media respondents.
- Thousands of DAM systems are becoming unmanageable and obsolete burdened by years of custom programming for functionality such as workflow, notifications, migration, distribution, reporting etc. Firms seek BPM to achieve process control across complete business processes especially for the integrated analytics to quickly develop ROI/payback models –without the need for custom development. The question on executive’s minds is how their firms can accomplish this transition.
- Stand alone DAM is being phased out in favour of the potential gains from integrated systems that address different aspects of content‐driven business processes – especially integrating systems to build a content monetization solutions.
- Recognition that systems aren’t solutions – only true process transformation yields measurable business gains. This awareness is behind a shift from IT‐driven, systems‐ focused to operations‐driven, process‐focused solutions. Independent, dedicated BPM software provides this process management functionality. The workflow and analytics data is abstracted from DAM content files and metadata avoiding custom coding, keeping asset metadata separate from analytics data, and allowing less‐technically sophisticated users unprecedented access to analytics. These systems help firms maintain focus on the end game – faster, less costly and more effectively managed business processes.