Fundamentals of DAM: An Introduction to the Technology and Practice

Wednesday May 1, 2.00 - 5.00 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 as both a practice and a technology. 

During the course of the tutorial, you will gain an in-depth understanding of DAM functions such as ingestion, storage management, media processing, transformation, transcoding, metadata management, collaboration, 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, staffing, and governance.

Tailored in particular for marketers and content developers who want to be empowered with the knowledge of how DAM technology can improve their situation, this tutorial will help you better communicate your needs, whether you already have a DAM system or are looking to select one. It will also touch on what technology can't solve, and how you can mitigate your risks.

 

Tutorial Leader 

Theresa Regli is a 25-year veteran of the information technology industry, with a particular focus on DAM for the last 13 years. She advises executives and project leads on DAM & MarTech strategy, data design, and product selection, and subsequently supports the sustainment of digital stewardship and best practices. She focuses her current work on the cultural heritage sector in her home cities of London and Philadelphia, with clients including The Philadelphia Orchestra, The Museum of London, The Mann Center for the Performing Arts, and The Art Fund (the UK’s largest art charity). By contrast, during the last decade she led and developed DAM strategy for over 20% of the Fortune 500, including Unilever, Coca-Cola, General Mills, Shell, and Nestlé. 

Theresa has written over 1,000 pages of in-depth research on the DAM industry, vendors, and tools, and she is the author of the definitive book on managing media and digital marketing assets: Digital & Marketing Asset Management: The Real Story of DAM Technology & Practice. She has presented keynotes in 18 countries over the last ten years, and is an associate lecturer and teacher in the digital media master's program at Kings' College, London.

 


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.