Using Master Data Management to Close Gaps in Customer Experience Gartner defines master data management (MDM) as “a technology-enabled discipline in which business and IT work together to ensure the uniformity, accuracy, stewardship, semantic consistency and accountability of the enterprise’s official shared master data assets. Master data is the consistent and uniform set of identifiers and extended attributes that describes the core entities of the enterprise including customers, prospects, citizens, suppliers, sites, hierarchies and chart of accounts.” Basically, it means linking all data sources into a single master file that provides a common point of reference.

At Topdown, we don’t make a digital asset management (DAM) solution. But since we do make customer communications management (CCM) solutions, and CCM software needs access to digital assets to function, we spend a lot of time thinking about DAM-related issues. As we develop our next generation of CCM software, we see the need to address DAM in three categories: classic enterprise content management (ECM), traditional DAM, and parts of documents. This article looks at those three categories, and at how to get the most out of them today and in the future.

Writing for DAM News, Ralph Windsor covers “The Confused Picture of Enterprise Digital Asset Management Adoption.” The confusion the title refers to pertains to the outcomes of two seemingly contradictory studies. In the first study, conducted by Kable, analysts found that about 75% of larger businesses now have digital asset management (DAM) technologies. However, a report commissioned by the Chief Marketing Officer Council says that only 27% of large businesses have any ability to curate, organize and manage their assets across teams. We agree with most of Windsor's conclusions, but think he may have missed the larger point.

Role of Digital Assets in Customer Communications Management From the perspective of customer communications management (CCM), there are two – really two-and-a-half – kinds of digital assets. There are fully-formed assets, which are documents, forms, and other items we might use as attachments to communications. And there are traditional digital assets that are really components – like logos, photos, videos, copy, and so on – which we would use to build communications to be sent out to customers. The “half” refers to other kinds of components, like templates, layouts, styles, logic and reusable content objects. These are the “unsung heroes” of CCM. They’re what enable scalable personalization and automation in customer communications – communications that adhere to brand consistency, no matter how much correspondence you generate.

Interoperability, or the ability to share and manage information between systems within and across an organization, is critically important to business success, but many existing digital asset management (DAM) solutions fail to adequately address the need. Moreover, most organizations have (often many) more than three asset management systems, making DAM interoperability a high priority. Ralph Windsor sums up the problem better than I ever could: “The DAM industry is guilty of self-obsessed and narcissistic behavior or (at best) an apathetic and fatalistic attitude that assumes interoperability is someone else's problem which might never get solved anyway….Meanwhile, the ongoing DAM interoperability crisis smolders away and users whose assets are sourced from another system (whether another DAM or a different class of enterprise application entirely) continue to grapple with complex and expensive custom integration projects that try to fill a void which should be occupied by a definitive industry-wide standard.” So what’s to be done? The Organization for the Advancement of Structured Information Standards (OASIS) is on it. They’ve established Technical Committees to assess the problem and offer solutions. Beginning with CMIS and proceeding to CMIS4DAM, the OASIS standards community has been working to define how enterprise content management (ECM) and DAM solutions should work together.

On behalf of CMSWiRE, Ralph Windsor of digital asset management (DAM) consultancy Daydream has written a series of articles outlining the “digital asset management consciousness” stages he believes organizations go through. It’s essentially a DAM maturity model, and we thought he captured the different phases of readiness and need fairly well. That said, we see the need to add one more stage to this model.