We’ve heard a lot about measuring the ROI (return on investment) for a digital asset management system. But what about the ‘return on expectations’? Can you measure your digital asset management success? Did you meet the expectations you had when implementing the DAM?
These are complicated questions, which is why we invited DAM experts John Horodyski (Optimity Advisors), Bjorn Pave (POPSUGAR) and Benedict Marck (Canto) to discuss them during an interactive, expert panel. Read on for all their valuable insights as well as the results from our webinar polls.
Why Define and Measure Digital Asset Management Success
When starting a digital asset management project, you and your company will have some expectations. Maybe you have an idea of how your workflow should change due to its implementation or you might have a feeling for how your organizational structure will adjust.
“As much as a project or program is a journey, you must always be aware of the destination”
Our expert panel reminded us that we should always measure changes that happen within our organizations. This is not just true for DAM projects but for any project. However, a surprisingly high number of participants (thanks for your honesty) admitted they had not set up any project expectations for their DAM initiative.
Poll: Did You Set Up Project Expectations / Objectives?
While the ‘if’ may be evident, the ‘why’ is a bit more complex. So why measure project objectives? Some reasons are obvious, like aligning stakeholder interests or getting stakeholder buy-in. But managing expectations – both from stakeholders and team members – is a very important reason to define objectives. Defining and evaluating objectives will also help to align the overall DAM strategy.
Poll: Why Did You Set up Project Expectations/Objectives?
How to Define DAM Project Objectives
There are many ways to define DAM project objectives. A great method is old-fashioned face-to-face meetings. Sit down with your stakeholders and users and learn what’s important. You need to get into the trenches and figure out what the problems are.
“The question everyone needs to ask themselves is: What are the most critical issues you want to solve?”
Take the time to talk to people, both the users and the stakeholders and find out what are the most critical issues they want to solve. Once you’ve found these, it’s much easier to figure out what the objectives need to be. For instance, if your goal for the DAM is to increase the speed of brochure production, then this should be defined and documented at the beginning of the project.
How to Measure DAM Project Objective Success
A great suggestion from our panel was to do a survey of the company to see if a specific project was successful. This can be done at different points during and after implementation to see how your project is progressing and whether those objectives are being met.
“To sit down with an employee who’s using the [DAM] system daily is really mind-opening”
We learned that employee satisfaction is a great objective to have for your DAM project. Therefore, talking with employees is a great way to figure out the success of DAM implementation. Our panelists emphasized that you should discuss using the software day-to-day with the employees and not only with upper-management – who look at it more on a return on investment basis.
Poll: How Did You Measure Project Objectives?
Governance Is Key
One theme throughout the webinar is governance, or oversight. Governance ensures that you stay on track by placing structure around your business strategy to achieve your goals effectively. How that is achieved is another question, but it involves careful planning with a team or ‘council’ in place for governance.
John Horodyski recommends “a model of 12-15 people who meet on a regular basis, which is every four to six weeks for an hour”. This is not heavy and isn’t asking for a lot in terms of personnel and time. In this meeting, the governance council should discuss the health and the wealth of the DAM. John also suggests calling the ‘governance council’ the ‘DAM council’ if the word ‘governance’ seems intimidating.
There’s plenty more insight into measuring digital asset management success in the full webinar. The recording includes questions from the audience and the top pieces of advice from our panelists.