DAM Europe 2022

The Art and Practice of Managing Digital Media

Fundamentals of Metadata for DAM Professionals

Tuesday 21 June, 14.00 - 17.00

This tutorial teaches the fundamentals of metadata, including metadata standards, best practices, asset evaluation, controlled vocabularies, interoperability and the design of a Metadata Model / Schema. The content is tailored in particular for a DAM system for users and administrators who want to be empowered with the knowledge of how metadata can be the "lifeblood" of DAM and facilitate digital asset discovery, use and reuse in DAM. This tutorial will help you better communicate your requirements and needs, whether you already have a DAM system or are looking to select one. All managers of DAM systems should consider this tutorial essential.

Tutorial content includes:

  1. Metadata Exercise
  2. Metadata Concepts and Terminology
  3. Metadata Benefits
  4. Metadata & Search
  5. Metadata - Design Process (How To)
  6. Governance
  7. Metadata Best Practices


Tutorial Leader

John Horodyski

John Horodyski is a Managing Director with Salt Flats with executive management strategy experience in Information Management including Digital Asset Management (DAM), Metadata and Taxonomy design, MarTech, Content strategy, Governance, Analytics, and Marketing Operations.

John is a world leading expert and has provided strategic direction and consulting for a variety of Fortune 10, 50, 100, and 500 clients from Consumer Packaging Goods, to Media & Entertainment, the Pharmaceutical industry, and Insurance.

​John is also an Adjunct Faculty member at San Jose State University where he has been teaching a graduate course in Digital Asset Management (DAM) for 15 years. In addition to regular training and public speaking on digital media and metadata, John is a Board Member / Metadata Editor of the Journal of Digital Media Management and is a monthly DAM contributor to CMS Wire. In May 2016, John published the book “Inform, Transform, Outperform: Digital Content Strategies to Optimize Your Business for Growth”. John's new book “Metadata Matters” is to be published in April 2022 by Taylor & Francis.



"This tutorial was very informative. It provided me with the building blocks for using metadata and researching a DAM. I feel less stressed tackling this project."
Charone Williams, Henkel Corp

"Completely demystified the DAM process for me and convinced me how important DAMs are for higher education"
Gigi Marino, Bucknell University

"Hands down a thorough, easy to follow presentation for the metadata abyss"
Amber Webb, Coats & Clark 

"Henry Stewart DAM tutorial gives me a practical approach to solving a daunting task"
Shawn Dooley, The Coca-Cola Company

"John's tutorial exceeded my expectations. He made me aware of questions I didn't realize I should be asking."
Angela Glass, Related Companies

"The tutorial was a great way for me to be introduced to the fundamentals prior to the conference"
Ryan Khavari, Howdy MAM!