Digital Asset Management
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- Kathlyn Casey
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1 Digital Asset Management
2 Digital Asset Management If it can t be found... It isn t an ASSET
3 Prepress - Transitions Bench. High End Systems/Scanners. Desktop Publishing, Imagesetters, Flatbeds. Retouching and pagination moves to creatives. Service Bureau proliferation. Creatives shift into multiple media output. Multiple media DAM? MIS, B2B E-Commerce?
4 Prepress - Information Managers Film and Make-up in Job Bags. Removable Media (nine-track tapes). Client/Job Database (Account history, etc). Colour management, resolution, format and workflows (PDF). RAID/Optical Jukeboxes or file servers. WYNIWYG. Easy for customers. In the new media environment, content is king, digital mastery is essential, and cross-media competence is strategic. MILLS DAVIS - Digital Roadmaps
5 Managing the Metadata Images, pages, web pages, ads, designs, video clips, etc. Fields and functions storing associated attributes. Content and resolution, publication, date, page etc. Name, classification, colour, price, product codes etc. Ownership - what licences are held to use/sell an asset. Pre-configured fields for common applications. Many don t allow for dynamic customised fields.
6 Special functionality to look for Low resolution thumbnail images - single or multiple format. Video clips and animation viewed by their first frame : singularly, or by multiple according to requested criteria: (theme, look, mood, etc. for conceptual choice between images). Retrieve, drag and drop (into Quark, OPI, etc). Searching on text inside graphics. Recognising documents as a whole, individual chapters, pages, etc. Customised Website content based on history.
7 Increasingly specialised functions Existing - ad management systems. Full-text search systems. Catalog management systems. Image archives. Prepress production and archive systems. Document management systems. Systems for personalisation and one to one marketing. Web site management systems.
8 Business capabilities study Clarify your goals and objectives: Time to market? Avoid cost? Make people more productive? Domestic or global focus? Consider your core competencies: Competitive strengths? People? Align growth around these. Conduct an audit and find out what assets you are managing: No.s, locations, who uses, who needs them? Establish naming conventions, put the assets in a database. Develop a strategy for appropriate Metadata
9 Business capabilities study Identify new capabilities that make sense and are opportunities: To gain buy-in from your customers and supply partners. Will they pay for the service - MB/month, or IN/OUT fee per asset? Assess existing access: Assets have value when people are aware of them. Does your existing communications infrastructure have the functionality to enable efficient DAM for your customers?
10 In-house or Outsource Should we focus our energies on achieving more control of our processes by investing in in-house software, systems and staff? On the own side, is total control, flexibility to customise, and dedicated in-house resources. Is it safer and simpler to rely on outside service providers who may have more expertise and up-to-date technology? On the subscribe or lease side is the removal of up-front capital costs from the ROI equation, access to external expertise, and appropriate service charges.
11 A global-based DAM service Media assets placed in a secure archive on the network Searched, viewed & downloaded by authorised users It is a service and not a product It involves no up-front investment to create an archive The service provider will upgrade the technology, as necessary, to take advantage of future trends It makes assets instantly available to national & global workflow partners It is totally scalable : Time inc. Disney, Warner Bros, General Motors. Users only pay for the storage capacity they use Vio
12 DAM sites to visit Cumulus5 Portfolio5 B.Media Mediabank Mediabin Telescope Stilton
13
14 I need it yesterday
15 Just-In-Time Documents/Digital Books Go from print and store to print on demand. Close the warehouse. Reduce Waste. From printing books just in case to just in time. From make and then sell to sell and then make.
16 Just-In-Time Documents/Digital Books
17 I only need nine hundred and forty one, but with my logo on it
18 Elateral Print Ordering Model Channel marketing communications. Global consistent branding. Web ordering value adding to reseller partnerships.
19 Elatoral Print Ordering Model Order
20 The files for this project need to be distributed globally across the wire
21 Global Distribution From Local business to Global business.
22 Global Distribution Local Alliance Printer Xerox Global Network Local Alliance Printer Document Creator Document Consumer
23 I require the efficiency with my Bill Statements as with my banking
24 Internet Presentment Leverage the Internet to provide value-added services for your customers. Transition from mailbox marketing to box marketing.
25 Internet Presentment Document Engineering Systems Integration Facilities Management
26 I want to print to all my customers individually... in the same run
27 1to1 Marketing
28 1to1 Marketing Go from mass production to mass customisation. Turn print engines into marketing engines.
29 Record File 1 name 2 address 3 phone 4 zip Operations Management 1 name 2 address 3 phone 4 zip Print Data File <Mrs. Smith> name address phone zip Variable Data Composition Digital Front End Digital Printer Mr. Jones Mrs. Smith Job Integrity 1 name 2 address 3 phone 4 zip Creative Files Hi-Res Images Low-Res <name> lakdjkfdj a erypl qwuior jhgusdm kafu plgyf gits olp saiv dre. lakdj kfdj a erypl qwu iorj hgusdm kafu plgyf gitsolpsaivdre. Job Set-Up 1 name 2 address 3 4 phone zip Data Files 1 name 2 address 3 4 phone zip DAManagement Scanned Images 1 name 2 address 3 phone 4 zip Data Files Scanner Color Management Web VData Entry
30
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