Case Study
Brands: General Motors
Business Challenge:
Provide comprehensive metadata cataloging and taxonomy support to improve management and access to the world’s largest privately owned automotive photo collection.
Business Team:
General Motors Media Archive,the nation's foremost automotive manufacturer, manages more than 3 million images of cars, trucks, plants and other industrial items covering a span of over 100 years. The GM Media Archive collection is a rich and comprehensive image source that documents the world’s love affair with the automobile and the history of the American car industry. The GM Media Archive team manages a digital asset management media library system that stores and delivers GM’s constantly growing digital image collections. Media collection formats include still images, films, video masters and other types of digital files.
Electronic Scriptorium, Ltd. solves complex information management and data conversion problems for corporations, government agencies, libraries, museums and other institutions. Electronic Scriptorium provides expertise in all aspects of digital asset management (DAM) including metadata design and implementation, taxonomy development and DAM consulting services. Electronic Scriptorium is known for its adherence to exacting standards of quality and accuracy and for its innovative approach to complex business challenges. Electronic Scriptorium also provides expertise in archives conversion, finding aids automation, bibliographic services, image cataloging, document conversion, XML/HTML encoding and digital photography.
Technical Approach:
GM’s six-plus year commitment to digital asset management technology highlights the increasingly important role that technology is playing as GM continues to adopts new e-business practices. GM recognizes that digital asset management technology is a key part in the development of web-based supply chains that, in turn, can link creative assets to both customers and partners. These extended supply chain links simplify the creation of new products – both digital and non-digital – in a much shorter time than previously required. For example, partners with direct access to image repositories realize significant savings when reusing logos and images consistently across different media formats including the Web, print and television. To date, GM has digitized an image database of more than 300,000 still images, motion picture films, video masters, and digital files to create an XML-based digital archive with web-based access.
Assets are digitized locally at GM’s photo archive in Detroit. Both a high-resolution image and a smaller thumbnail image are created when the asset is first digitized. Both digital images are linked to skeletal metadata record while being loaded into GM’s digital asset management system. GM’s central digital asset management system can be accessed by any of the distributed partners involved in the digitization and cataloging process. Once the digital asset has been loaded, the corresponding original analog asset can be handled with less fear of damage or loss. The original analog asset becomes the driving document during the subsequent metadata cataloging process where it is then more closely reviewed and examined.
While the challenges of simply digitizing such a large range of image formats is formidable, managing the comprehensive taxonomy and metadata fields needed to locate and describe the digital assets is no less daunting. GM maintains an extensive, multi-level taxonomy that allows a researcher to quickly navigate to a desired subset of assets using search characteristics that include fields like make, model, year, color as well as a wide range of other criteria. Metadata fields include text, numeric and Boolean-formatted data descriptors. All taxonomy descriptors are carefully controlled in order to limit the introduction of ambiguous or duplicate terms into the database. Metadata field control is accomplished through strategies that include drop-down menus to limit field-value selection to controlled options, strict style-sheet guidelines for free-text entries and comprehensive training of the metadata cataloging staff.
Implementation Methodology:
GM’s digitization process includes only assets that have been pre-selected from the larger collection and found to have value (either commercial or historic.) Once an asset has been selected for inclusion GM loads a thumbnail image and a skeletal record for each digital asset. Digitized assets are then passed to Electronic Scriptorium for taxonomy classification and comprehensive metadata cataloging. Electronic Scriptorium’s metadata catalogers first locate the skeletal record and thumbnail image in the digital asset management system. Next, a series of cataloging assessments are performed. For example, the asset is first assigned to the correct taxonomy location. In cases where the asset does not readily fit into the existing taxonomy structure the metadata cataloger alerts the taxonomy librarian who in turn decides whether the asset should be slotted into an existing taxonomy term or a new term should be added to the taxonomy. (Electronic Scriptorium’s quality control process promotes strong metadata by identifying strategies that address all possible decision scenarios in the metadata process along with methods for elevating any uncertainties to higher levels within the decision-making chain.) The metadata cataloger then begins the process of assigning information to the various metadata fields. The availability of the original asset allows for closer direct inspection of the item along with easy access to any supporting documentation associated with the asset. For example, vehicle side panels sometimes display advertising information that can be useful in determining the location or use of a particular vehicle. Likewise, background buildings or street signs are often equally valuable. Assets are transported in large plastic bins between GM and Electronic Scriptorium with inventory control performed at several points throughout the workflow.
Metadata cataloging is performed directly into GM’s digital asset management system. While this approach provides GM with immediate access to newly cataloged content, the need to carefully scrutinize all metadata prior to publication on the digital asset management platform is paramount. Failure by partners to find a particular asset (or the wrong asset) erodes confidence in the digital asset management initiative and is, therefore, unacceptable. Electronic Scriptorium addresses the quality challenges through a coordinated training and communication process. Electronic Scriptorium approaches metadata cataloging from a professional cataloging viewpoint rather than as a “data entry” challenge. Electronic Scriptorium’s approach stems from the company’s beginnings as a bibliographic cataloging service providing complex MARC2/AACRII compliant records. Electronic Scriptorium’s cataloging staff view metadata through the lens of rule-based decision-making rather than simple data transcription. Using a carefully orchestrated process, ES ramped up production levels systematically to achieve the levels of output required to meet GM’s project goals.
Summary:
Prior to Electronic Scriptorium's involvement with the GM Media Archive initiative, digitization and metadata cataloging for the still image collection had transitioned through a series of starts and stops with frustratingly few new assets being added to the digital asset management system. Since involving Electronic Scriptorium, GM has successfully added nearly 100,000 fully cataloged assets. To date, GM has generated more than $10 million by licensing content to entertainment, media, and merchandizing partners. This is especially beneficial since GM is able to use the same infrastructure to service its internal needs, thus reducing costs. GM’s common infrastructure enhances product management and marketing, as well as serving as a focal point for e-business, intellectual property, and media licensing opportunities. The introduction of web-based access to GM’s digital assets has facilitated a dramatic improvement in responsiveness and in GM’s ability to clearly demonstrate the value of its existing assets in driving new e-business opportunities across various business units including marketing, product development, and customer service. The Digital Media Archive is now being used to support the development of new GM products, such as the Chevrolet SSR Roadster and new marketing campaigns, including cross-media advertising. The Media Archives Group also uses the archive to fulfill requests by car enthusiasts and the media for information on the history of GM and its vehicles through GM’s web-based GM Photo Store (http://www.GMPhotoStore.com). GM's trade and creative partners use the archive as an extended creative supply chain that uses XML-based standards and built-in rights and permission features for secure and licensed exchange of content.
GM’s Digital Media Archive initiative has successfully demonstrated the feasibility of implementing a well-designed digital asset management strategy. Electronic Scriptorium is pleased to play a key role in GM’s success. The lessons learned from implementing the GM workflows are continually integrated into Electronic Scriptorium’s management process and provide Electronic Scriptorium with a competitive edge for implementing future large, complex initiatives.
Provide comprehensive metadata cataloging and taxonomy support to improve management and access to the world’s largest privately owned automotive photo collection.
Business Team:
General Motors Media Archive,the nation's foremost automotive manufacturer, manages more than 3 million images of cars, trucks, plants and other industrial items covering a span of over 100 years. The GM Media Archive collection is a rich and comprehensive image source that documents the world’s love affair with the automobile and the history of the American car industry. The GM Media Archive team manages a digital asset management media library system that stores and delivers GM’s constantly growing digital image collections. Media collection formats include still images, films, video masters and other types of digital files.
Electronic Scriptorium, Ltd. solves complex information management and data conversion problems for corporations, government agencies, libraries, museums and other institutions. Electronic Scriptorium provides expertise in all aspects of digital asset management (DAM) including metadata design and implementation, taxonomy development and DAM consulting services. Electronic Scriptorium is known for its adherence to exacting standards of quality and accuracy and for its innovative approach to complex business challenges. Electronic Scriptorium also provides expertise in archives conversion, finding aids automation, bibliographic services, image cataloging, document conversion, XML/HTML encoding and digital photography.
Technical Approach:
GM’s six-plus year commitment to digital asset management technology highlights the increasingly important role that technology is playing as GM continues to adopts new e-business practices. GM recognizes that digital asset management technology is a key part in the development of web-based supply chains that, in turn, can link creative assets to both customers and partners. These extended supply chain links simplify the creation of new products – both digital and non-digital – in a much shorter time than previously required. For example, partners with direct access to image repositories realize significant savings when reusing logos and images consistently across different media formats including the Web, print and television. To date, GM has digitized an image database of more than 300,000 still images, motion picture films, video masters, and digital files to create an XML-based digital archive with web-based access.
Assets are digitized locally at GM’s photo archive in Detroit. Both a high-resolution image and a smaller thumbnail image are created when the asset is first digitized. Both digital images are linked to skeletal metadata record while being loaded into GM’s digital asset management system. GM’s central digital asset management system can be accessed by any of the distributed partners involved in the digitization and cataloging process. Once the digital asset has been loaded, the corresponding original analog asset can be handled with less fear of damage or loss. The original analog asset becomes the driving document during the subsequent metadata cataloging process where it is then more closely reviewed and examined.
While the challenges of simply digitizing such a large range of image formats is formidable, managing the comprehensive taxonomy and metadata fields needed to locate and describe the digital assets is no less daunting. GM maintains an extensive, multi-level taxonomy that allows a researcher to quickly navigate to a desired subset of assets using search characteristics that include fields like make, model, year, color as well as a wide range of other criteria. Metadata fields include text, numeric and Boolean-formatted data descriptors. All taxonomy descriptors are carefully controlled in order to limit the introduction of ambiguous or duplicate terms into the database. Metadata field control is accomplished through strategies that include drop-down menus to limit field-value selection to controlled options, strict style-sheet guidelines for free-text entries and comprehensive training of the metadata cataloging staff.
Implementation Methodology:
GM’s digitization process includes only assets that have been pre-selected from the larger collection and found to have value (either commercial or historic.) Once an asset has been selected for inclusion GM loads a thumbnail image and a skeletal record for each digital asset. Digitized assets are then passed to Electronic Scriptorium for taxonomy classification and comprehensive metadata cataloging. Electronic Scriptorium’s metadata catalogers first locate the skeletal record and thumbnail image in the digital asset management system. Next, a series of cataloging assessments are performed. For example, the asset is first assigned to the correct taxonomy location. In cases where the asset does not readily fit into the existing taxonomy structure the metadata cataloger alerts the taxonomy librarian who in turn decides whether the asset should be slotted into an existing taxonomy term or a new term should be added to the taxonomy. (Electronic Scriptorium’s quality control process promotes strong metadata by identifying strategies that address all possible decision scenarios in the metadata process along with methods for elevating any uncertainties to higher levels within the decision-making chain.) The metadata cataloger then begins the process of assigning information to the various metadata fields. The availability of the original asset allows for closer direct inspection of the item along with easy access to any supporting documentation associated with the asset. For example, vehicle side panels sometimes display advertising information that can be useful in determining the location or use of a particular vehicle. Likewise, background buildings or street signs are often equally valuable. Assets are transported in large plastic bins between GM and Electronic Scriptorium with inventory control performed at several points throughout the workflow.
Metadata cataloging is performed directly into GM’s digital asset management system. While this approach provides GM with immediate access to newly cataloged content, the need to carefully scrutinize all metadata prior to publication on the digital asset management platform is paramount. Failure by partners to find a particular asset (or the wrong asset) erodes confidence in the digital asset management initiative and is, therefore, unacceptable. Electronic Scriptorium addresses the quality challenges through a coordinated training and communication process. Electronic Scriptorium approaches metadata cataloging from a professional cataloging viewpoint rather than as a “data entry” challenge. Electronic Scriptorium’s approach stems from the company’s beginnings as a bibliographic cataloging service providing complex MARC2/AACRII compliant records. Electronic Scriptorium’s cataloging staff view metadata through the lens of rule-based decision-making rather than simple data transcription. Using a carefully orchestrated process, ES ramped up production levels systematically to achieve the levels of output required to meet GM’s project goals.
Summary:
Prior to Electronic Scriptorium's involvement with the GM Media Archive initiative, digitization and metadata cataloging for the still image collection had transitioned through a series of starts and stops with frustratingly few new assets being added to the digital asset management system. Since involving Electronic Scriptorium, GM has successfully added nearly 100,000 fully cataloged assets. To date, GM has generated more than $10 million by licensing content to entertainment, media, and merchandizing partners. This is especially beneficial since GM is able to use the same infrastructure to service its internal needs, thus reducing costs. GM’s common infrastructure enhances product management and marketing, as well as serving as a focal point for e-business, intellectual property, and media licensing opportunities. The introduction of web-based access to GM’s digital assets has facilitated a dramatic improvement in responsiveness and in GM’s ability to clearly demonstrate the value of its existing assets in driving new e-business opportunities across various business units including marketing, product development, and customer service. The Digital Media Archive is now being used to support the development of new GM products, such as the Chevrolet SSR Roadster and new marketing campaigns, including cross-media advertising. The Media Archives Group also uses the archive to fulfill requests by car enthusiasts and the media for information on the history of GM and its vehicles through GM’s web-based GM Photo Store (http://www.GMPhotoStore.com). GM's trade and creative partners use the archive as an extended creative supply chain that uses XML-based standards and built-in rights and permission features for secure and licensed exchange of content.
GM’s Digital Media Archive initiative has successfully demonstrated the feasibility of implementing a well-designed digital asset management strategy. Electronic Scriptorium is pleased to play a key role in GM’s success. The lessons learned from implementing the GM workflows are continually integrated into Electronic Scriptorium’s management process and provide Electronic Scriptorium with a competitive edge for implementing future large, complex initiatives.
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