Digital Asset Management (DAM) has been a cornerstone of content management for over 25 years. As these systems have matured, they’ve evolved from simple storage solutions into sophisticated tools that provide valuable insights into the performance of assets and the DAM system itself. Understanding these metrics is crucial for optimizing asset utilization and driving business growth.
In the early days, DAM metrics were primarily focused on system usage. Organizations could track basic data points like the number of downloads, most frequently downloaded assets, most active users, and common search terms. These metrics offered a glimpse into how effectively the DAM was being used. However, they only scratched the surface when it came to understanding the true performance of the assets housed within the system.
While these insights are valuable, they predominantly reflect the DAM system's internal efficiency. For instance, metrics like the number of searches or the most common search terms can indicate how well users can find assets within the DAM. However, if assets are not easily discoverable due to poor metadata management, the overall performance of these assets will suffer. Usability issues, such as a complex DAM interface or poorly configured system settings, can further hinder asset findability and reduce their effectiveness.
One of the most challenging aspects of measuring asset performance is understanding how assets perform once they leave the DAM environment. Many assets are distributed across various platforms, including eCommerce sites, social media channels, corporate websites, and other digital portals. Unfortunately, tracking the performance of these assets across these diverse channels is often overlooked, as few systems can collect and aggregate metrics from all these platforms and link them back to the corresponding asset in the DAM.
This gap in data collection is a missed opportunity. Imagine being able to correlate eCommerce sales data, social media engagement metrics (likes, shares, impressions), and web analytics directly with specific assets stored in your DAM. This would allow companies to gain a holistic view of asset performance, both within and outside the DAM, and to make more informed decisions about content creation and distribution.
So, why is it essential to track asset performance both inside and outside the DAM? The answer lies in the potential to optimize resource allocation and improve ROI. By measuring the effectiveness of assets across all channels, organizations can focus their efforts on creating more high-performing content while reducing investment in less effective assets. Without this insight, companies are essentially operating in the dark, hoping that their next content creation effort will succeed.
When you can directly link the dollars spent on creating assets to the revenue generated or the impact made, marketing teams can make more strategic decisions about where to allocate resources. This data-driven approach not only justifies content creation budgets but also ensures that every dollar spent contributes to the company’s bottom line.
To achieve this level of insight, organizations need to leverage a combination of technologies. An integration platform that can pull data from various sources—such as social media platforms, web analytics tools, eCommerce systems, and other digital channels—is essential. This data can then be aggregated and associated with the correct assets within the DAM.
A simple nightly pull of these diverse metrics, combined with a robust reporting system within the DAM, can provide a comprehensive view of asset performance. This not only highlights the most downloaded or viewed content within the DAM but also reveals the most impactful assets across all digital channels.
OneTeg offers powerful integration capabilities that not only enable you to publish content across multiple platforms from your preferred DAM but also bring back analytics into the DAM. With OneTeg’s two-way integration, you can gather and analyze performance data from all relevant channels, ensuring that your assets are working as hard as they can for your business.
Ready to unlock the full potential of your digital assets? Contact us today to learn more about how OneTeg can transform your asset management and performance tracking.
CyanGate, LLC
+1 (833) DAM-XPRT (326-9778) 
contactus@oneteg.com