Product data, largely attributes and categories, are managed in PIM - Product Information Management. Images and files, assets, are managed in DAM - Digital Asset Management. Exactly this draws its raison d'être from the interaction with a PIM. We had already described this in an earlier article: Without integration with a PIM, no product data would be available for the assets in an automated way. This would have to be entered manually. Only together do PIM and DAM play out their full power. In the DAM you can search for product names and get the corresponding assets shown, and with the PIM you can not only populate your website or produce catalogues together with the DAM. The assembly of standard data exchange formats such as ETIM or the customer-specific extraction of attributes and assets is best achieved with a well coordinated team of PIM and DAM. At EIKONA Media we work with the Akeneo PIM and we developed the TESSA DAM ourselves.


In order for PIM & DAM to work together, data must be exchanged between the two systems. As is usual with internet software, this data exchange takes place by means of an API, an interface that enables the automated exchange of data. The DAM must know to which product an asset belongs and vice versa the PIM must know which assets exist for a product. This is the basis for your work - it speeds up many processes and makes them more efficient. Imagine that you have to produce a catalogue and run a webshop at the same time. In the catalogue you need A4 photos of your products in 300 dpi, because it is to be printed glossy on high quality paper. Then your photo should be at least 3,500 points high and at least 2,500 points wide in portrait format. Then it might also be necessary to work with TIFFs, because this is the most suitable in terms of colour management. For the website, on the other hand, you need JPEGs with 1,600 pixels square. With the channels of a DAM, this works wonderfully. With Akeneo alone, you would be able to reproduce this - if you absolutely have to and if you want to do a lot more work. However, if you want to offer many different versions in order to meet the requirements of your customers as closely as possible, then this becomes too difficult with a PIM alone. In the interaction between the Akeno PIM and the TESSA DAM, it becomes very simple, because the DAM can take over the conversion automatically and, if desired, also store the data on a CDN. With a PIM, together with a DAM and e-commerce software, you build an integrated system in which you output your data to the desired target system in the way you need it. You can even combine action with product images automatically to achieve special effects.
If you want to deliver data, what do you have to deliver? Is it always everything you have in the PIM or DAM? Often it will be certain assortments or sub-assortments, in many cases customers or service providers will send product lists. So you should pass on a selection of your data. This is exactly what you can do with a well-matched PIM & DAM, such as Akeneo and TESSA. If you have an assortment definition in the Akeneo PIM - no matter where it comes from - you can use the TESSA DAM to deliver the associated assets in the desired customisation. Incidentally, it doesn't matter whether you provide assets physically as a file - perhaps as a large ZIP download - or together with your product data and individual download links in the table that you pass on. In the case of the ZIP download, the data recipient would of course receive the file names in the product data table so that he can easily assign the files on his page and, if necessary, simply import them into his DAM. Again, the perfect coordination of the TESSA DAM and the AKeneo PIM is super helpful.

For these reasons, too, you should definitely adapt the standards that are common in some industries, such as ETIM in the electrical industry. Overarching standard formats include eCl@ss or proficl@ss. We recommend to our customers: As a manufacturer, you should definitely work with such standards and develop your attributes based on them. These make work easier for you and your customers. This way you increase efficiency. Because: The easier it is for a retailer to get product data into his systems, the more products he will list from you! This leads to a higher visibility. The result is more sales. If you also manage to provide the retailer with extensive image material that he can integrate into his systems without much effort, then you have won. At this point, the PIM only becomes really powerful when it is linked to a DAM - for example, TESSA DAM. The data required for online business is delivered precisely - and that ensures your success.


If you want to update an image, in our case you just throw it on the asset to be updated in the TESSA DAM and poof, it can be updated in all other places as well. You have a single point of truth for attributes with the PIM and a single point of truth for assets with the DAM. That's great! Individual silos are abolished and everyone in the company knows where to turn when they need product data - all up-to-date and valid. By the way: If necessary, we can also automatically inform recipients of your data about updates.
However, the prerequisite for these advantages, which should not be underestimated, is the harmony of both systems. They must work well together. If something changes in the DAM, the PIM must know about it quickly. The reverse is also true, of course! This is clearly the case with the TESSA DAM and the Akeneo PIM. With Akeneo Version 5, the API has gained even more speed. This makes update processes child's play, even with large amounts of data. The systems run stably and securely hand in hand and with EIKONA Media you have a partner who knows both systems very well and adapts them exactly to your needs.