New DAM Software Research Tool: The Codified DAM Consultant

Codified DAM Consultant website preview

We’re always on the lookout for the next new tool to help with digital asset management research, so when we saw the Codified DAM Consultant™ debut, we knew we had to share it with you. If you’re in the market for a DAM solution and are researching different companies, you’re definitely going to want to check this out.

The Codified DAM Consultant is an online tool you can use to download in-depth reports and rankings for DAM software. And it’s not just any type of DAM software. The software had to pass the 10 core characteristics test to be included in the report. Therefore, only the most capable DAM software made the list.

We know DAM is complex with a lot of moving parts. The Codified DAM Consultant has simplified the research process using a standards-based approach working solely with certified and accredited DAM vendors. It’s metric-based and guided by deep domain expertise at a fraction of the cost of analysts and consultants.

Digital media management champ Mark DaveyWe wanted to give you a more in-depth look at the Codified DAM Consultant, so we sat down and talked with Mark Davey, the DAM professional behind the site.

Mark has more than 20 years of experience in the DAM space and has worked on various efforts to aid in DAM education. He’s been a champion of helping users find valuable, trustworthy, and affordable information about DAM systems. If you would like to know more about Mark, read his DAM champ interview. But for now, let’s introduce the Codified DAM Consultant.

What is the Codified DAM Consultant?

The Codified DAM Consultant is a metrics-based analysis and consulting database which aggregates 340 relevant strategic questions from 35 accredited DAM vendors. The aim of the app is to simplify DAM without the need and expense of consultants and analysts.

What are the benefits of using the Codified DAM Consultant versus other analyst offerings?

The key differentiators are the Codified DAM Consultant only covers DAM vendors who have passed a strict blind test demo on a range of assets in compliance with a standard called the 10 core characteristics of DAM. The standard itself covers 22 dimensions, from ingest through embedding assets and every aspect in between for a solid DAM strategy, and the full lifecycle of content from ideation, creation, curation, archive, and analysis.

The Codified DAM Consultant is much quicker than reading a 300-page report, far more detailed than crowdsourced data, and cheaper than hiring a consultant. The app has been built by deep domain expertise in the field as users, as consultants, and as analysts who have worked directly with a whole range of companies over the last 20 years.

What kinds of information can the Codified DAM Consultant provide?

Everything from DAM types cloud providers (Software-as-a-Service, on-premise, open source, hybrid) to sweet-spot workflows, vertical specialisms, third-party workflow tools, technical specifications, and functional and non-functional requirements. We cover cloud proclivity, customer service, value for money, etc. Each vendor is scored based on capability, and the difference between scoring a 6-7 or 8-9 can impact companies strategies moving forward. Our metrics are that granular.

The pass or fail criteria says 25% of vendors failed the 10 core certification. Why is that?

The test itself usually involves supplying assets to the vendor blind, then we lead the demo and get the vendor to demonstrate capability in real time. If you fail one aspect of the 10 core test, you fail completely. Most vendors who have failed usually fail on either embedding metadata or version control. Some vendors have in fact tried to fake some of these aspects, but we have been doing this for a very long time, so we can tell if they’re trying to trick us. Each of the 22 variables is scored, and although vendors who have passed receive a score, the higher the score, the better the strategic approach.

Why do you think companies call themselves DAM companies if they aren’t truly DAM (according to 10 core)?

A lot of media asset management companies would fail the 10 core test. So would a number of brand asset management companies. Indeed, most of the well-known file sharing apps we know and love would also fail, and similarly, MRM companies can also fall into the DAM trap. Digital asset management is complex and not solely about a technology purchase. We let our customers know the full details of getting a DAM strategy right the very first time. It’s what we used to do for our clients as consultants and analysts, but now anyone can view our reports for a small fee and subscribe to our database for a fraction of the cost associated with consulting.

Anything else you’d like to add?

The real secret to DAM success is the preparation needed to get it right. This is a five-step process.

  1. DAM maturity modeling
  2. Content audits
  3. Governance (taxonomy, metadata, rights)
  4. Functional and non-functional requirements gathering mapped to the above steps
  5. Vendor research – long list to short list

In February, we’re launching our guided Codified Consultant DAM strategy builder to cover the four previous steps. Accredited vendors are fit for purpose. Customers, however, need much more help getting this right without being pressured to buy licenses when they are clearly not ready.


So, there you have it. If you’re researching solutions, this can save you time and money and ultimately help you pick a better solution for your organization.

If you would like to see a preview of what the Codified DAM Consultant can do, there’s one on YouTube. Additionally, you can see what DAM vendors came out on top as a result of the report. And lastly, as a bonus, we’d like to offer you 20% off all reports and subscriptions with this link. (Note: The discounted price will apply at checkout.) As always, contact us if you have any questions about DAM and the DAM research process.

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