Codified DAM Consultant

About IQ Equity

Digital Asset Management Experts

IQ Equity is a transformational and omnichannel delivery agency and consultancy that specialises in Content Information Architectures using Digital Asset Management and Metadata as the foundation for Omni everything.  Our company was formed in 2012 by our CEO Mark Davey, stalwart DAM industry veteran with 20+ years of experience and expertise in content marketing, digital strategy, and DAM consultancy.

The DAM vendor landscape covers over 154  companies, 36 of which have been accredited as having the Ten Core characteristics of a DAM system. Using this as a strategy enables any company to have a solid and trusted basis for understanding its content as a commodity.

Content Information Strategists

We work with the C-Suite to build and develop business-wide Content Information Architectures and provide impartial and extensive industry knowledge to aid in software selection & digital strategy.

To be successful in the digital age, companies and organisations need a bottom-up strategy with data at its core, guided by the expertise of its employees, partners, and customers. Digital Asset Management is the foundational technology for managing metadata and establishes policies and processes that ensure information can be integrated, accessed, shared, linked, analyzed and maintained across an organisation.

Metadata Specialists

We help organisations and their people understand how to harness the power of metadata. Digital Asset Management is the engine that creates value and business insights across the marketing technology stack and throughout the enterprise, including Human Resources, Product Development, Sales, Legal and Compliance. Metadata is the fuel that drives this engine and optimises automation, integration, user experience and analytics. This encompasses customer relationships, product data accuracy, web content management, social media monitoring and user experience coupled with the ideation, creation, curation, and archive of rich media assets.

"Digital Asset Management is complex with a lot of moving parts. The Codified Consultant has simplified the process using a standards-based approach working solely with certified and accredited DAM vendors."


About the Codified DAM Consultant

What is the Codified DAM Consultant (CDC)?

The Codified DAM Consultant™ is a metrics-based analysis and consulting database that aggregates 340 relevant strategic questions relating to the DAM systems from (currently) 36 accredited DAM vendors. The aim of the application is to simplify Digital Asset Management selection without the need and expense of consultants and analysts.


What are the benefits of using the CDC versus other analyst offerings?

The key differentiator is that the CDC only covers DAM vendors who have passed a strict blind test demo on a range of assets in compliance with a standard called the Ten Core characteristics of DAM. The standard covers 22 dimensions, from ingest through to embedding assets--everything you need to consider for a solid DAM strategy and the full life cycle of content--from ideation, creation, curation, through to archive and analysis.

Using the CDC is quicker than reading a 300-page report, far more detailed than crowdsourced data and cheaper than hiring a consultant. The application has been built by our 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 twenty years.

What kinds of information can the CDC provide?

Everything from DAM types (SaaS, OnPremise, Open source, Hybrid), cloud provider, sweet spot workflows, vertical specialisms, third-party workflow tools, technical specifications, functional and non-functional requirements. We cover cloud proclivity, customer service and value for money etc. Each vendor is scored based on capability and the difference between scoring a 6-7 or 8-9 can impact an organisation’s strategy moving forward, our metrics are that granular.

The pass or fail criteria It says 25% of vendors failed the 10 core certification, why is that? 

The test itself involves supplying assets to the vendor blind, we lead the demo and get the vendor to demonstrate capability in real-time. If you fail one aspect of the Ten 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 and this is why we insist on a blind test in real-time. 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 for the user.

Sometimes vendors lie!

A lot of media asset management vendors would fail the Ten Core test, so would a number of Brand Asset Management vendors. Indeed most of the well-known file-sharing applications 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 help our customers fully understand how to get their DAM strategy right from the very start. This is what we used to do for our clients as consultants and analysts, but now anyone can view our reports for a small fee and indeed subscribe to our database for a fraction of the cost associated with consulting.

DAM five-step process.

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

  1. DAM Maturity Modelling
  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 shortlist.

In February we are launching our guided Codified Consultant DAM strategy builder. This covers steps 1 to 4. 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.

Talk to a DAM expert

Sometimes you just need to make sure you are on the right track, maybe you have an incumbent that you are not sure if they could pass the ten core characteristics, perhaps you want to know the ugly side of a particular vendor or third party workflow, that is not shown in the metrics, maybe you just need some comfort time on your strategy, your people or your content based information architectures, or just a generic industry chat.

Whatever, you can book some private time for a DAM expert and we will help you on your way.



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