Fundamentals of DAM: An Introduction to the Technology

Wednesday May 10, 1.30 - 4.30 pm

This half-day tutorial takes apart the nuts and bolts of DAM as both a practice and a technology, so you can better understand what it is and how it really works. Appropriate for those who are new to DAM or end-users of a DAM system who want to have a deeper understanding of the different things a DAM system can do, or technical implementers who want to have a better sense of a system's capabilities, this tutorial will walk through the fundamentals of DAM functionality. We will explore DAM functions such as ingestion, storage management, media processing, transformation, transcoding, metadata management, monetization and rights management, workflow, and reporting - with special emphasis on how these features are similar or different among vendor offerings. We will look at each component in-depth so that you understand what you can really expect from the technology - vs. what the vendor sales and marketing materials might tell you. Finally, we’ll look at what the technology doesn’t solve, and look at high-level approaches to taxonomy and governance.

Tailored in particular for DAM system users and implementers who want to be empowered with the knowledge of how DAM technology can improve their situation, this tutorial will help you better communicate your requirements and needs, whether you already have a DAM system or are looking to select one.

 

Tutorial Leader 

Theresa Regli is a 22-year veteran of the information technology industry, with a particular focus on DAM for the last eight years. A former journalist, web developer, taxonomist, and director of content management at a systems integration firm, she has worked equally with technologists, marketers, and content creators for 20+ years. For the past decade, she served as the leading digital asset management market analyst, evaluating over 50 vendors as part of her research practice with The Real Story Group. She is also the author of the definitive book on managing media and digital marketing assets, Digital & Marketing Asset Management: The Real Story of DAM Technology & Practice, published by Rosenfeld Media in 2016.

Most recently, Theresa has joined the executive team of KlarisIP as Chief Strategy Officer, where she will advise clients on all aspects of digital transformation and optimization. Theresa has advised over 20% of the Fortune 500, as well as a broad breadth of cultural & heritage institutions. Her clients have included Unilever, Coca-Cola, Ubisoft, IKEA, General Mills, The British Museum, Christie's, and Nestlé. 


Testimonials

"HS DAM tutorial directors confirm that DAM is a very complex problem with complex solutions. Partnership is key to success"
Shawn Dooley, The Coca-Cola Company

"The handouts provided a nice view of vendors vs services available. This is a valuable addition to my market research."
Charone Williams, Henkel Corp

"Incredibly helpful - we are early in the process and I feel this put us on the right path."
Jill Treby, American Geophysical Union

"Good overview of DAM. Helpful for those in the market for a DAM."
Tammy Smalls, GSK

"Lots of great actionable information. I feel as though I've expedited our selection process with just what I've learned in a  few hours."
Christy Dempster, Roche Diabetes Care, Inc.


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