The DAM Maturity Model: An interview with David Lipsey and Theresa Regli

Abstract

The Digital Asset Management Maturity Model (‘DAM3’) was launched in May 2012 as a means to help enterprises striving to align their business and technology efforts for improved digital asset management (DAM). Enterprises are now able to assess their existing readiness and guide their DAM roadmaps going forward using DAM3. The model was jointly developed by leading independent analyst firm, The Real Story Group, and the newly formed professional organisation, the DAM Foundation, and released under Creative Commons (see http://dammaturitymodel.org). Effective implementation of a DAM project includes addressing not just technology-related aspects, but also tackling those that relate to human, information and system dimensions. In fact, as with other large enterprise content management projects, a DAM implementation requires careful planning and development of a holistic strategy to address all such categories of challenge. The model suggests graded levels of capabilities, ranging from rudimentary information collection and basic control, to increasingly sophisticated levels of management and integration, finally resulting in a mature state of continuous experimentation and improvement. In this interview for the Journal, DAM3 architects Theresa Regli and David Lipsey discuss with John Horodyski the DAM3, how it came to maturity and how this will affect the practice and profession of DAM.