DAM Integration


The growth and needs of online marketing and e-tailing have changed the requirements for DAM systems significantly. In the past, the majority of DAM systems would have been built standalone. They were not integrated with other business systems and were almost exclusively accessed by brand, creative and production teams. DAM was their library of assets that would be downloaded to produce final output for print and web.

As Internet technology has developed the demand for assets has substantially increased. Not only are more assets required, they need to be accessed quickly or in real time to service interactive web platforms, marketing promotion and personalisation; as well as traditional print.

This explosion in the volume and demand for content is challenging. Managing such large volumes of data across all media requires enterprise-scale solutions. Managing copyright and licensing requires robust and effective processes and sophisticated access management. Delivering content in near or real-time requires connectivity with other systems, such as e-commerce platforms, warehousing systems, product databases, CMS and marketing systems, and protecting data requires robust enterprise-level security.

The challenge for all DAM vendors and integrators has been how to significantly increase the scale and capability of the DAM system and enable it to connect to other enterprise technologies effectively.


The latest generation of DAM solutions, included WoodWing Studio, are much more open than previous systems. WoodWing Studio has well documented APIs that allow it to connect with other enterprise applications. The underlying technology architecture supports plugins, which manage these connections and continue to be developed to meet new business and system requirements.

This enables DAM to become part of a much larger business ecosystem, which is inherently designed to reduce duplication and repetition and accelerate the delivery of content wherever it needs to go.

Applications talk to each other and share data in a service-based architecture, which also ensures data integrity and accuracy. Also, the tools inside DAM can be used to orchestrate workflows to automate tasks that reduce the need for manual coordination and time.

More recent developments based on ‘Webhooks’ has enhanced capabilities further. Notifications and data can be sent to other systems to trigger actions, such as requests for data updates and the automatic generation of new versions of assets for different purposes. This allows the creation of simple, but highly flexible workflows and processes that are meet todays’ business requirements.

The value and benefit of embedding DAM into the business process is demonstrated by the retail sector. Connecting DAM with a product information management system ensures that the correct product data is assigned to assets immediately upon ingest. Even when there are thousands of assets being ingested every day, from photo shoots and third-party brands, within minutes every asset has had the correct product data applied.

This processing then allows DAM to be configured to make the correct choices about next steps using a combination of automated workflows and rules. For example, assets might be automatically checked to ensure they have the correct specification, including size, colour format and resolution before they can be accessed. Rules might be put in place to ensure certain assets are reviewed and approved, whereas others may be passed straight onto an e-commerce site? Applying product data enables processes to happen automatically or semi-automatically.

Integration also allows feedback loops that add additional data to assets. For example, to capture who worked on files, amendment date and what changes were made., which in turn might trigger further actions.

Implementing such complex workflows and checks if even possible in the past would have meant repeated manually checking, copying and moving assets, and manually adding data. 

Integrating DAM within the business ecosystem is critical to generating real value from the system. DAM should be part of a company’s product development processes, a source of data as well as content. In the future this will only become more critical as the requirements for business intelligence grows exponentially to allow clients to become more proactive in responding to market changes and customers preferences.

Evolved Media | Case Studies | ID:1861 | v2.2 | Last modified 2020-07-14T13:13:45