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On-demand online courses by the world's leading DAM experts

DAM Essentials: Technology and Practice - The Foundations - Course Summary

Session 1: DAM in 2020: The Technology and The Practice
This session introduces the fundamentals of DAM in 2020, exploring the evolution of DAM technology from its origins to the present day, and how it differs from other key content technologies such as ECM, CMS, and Marketing Automation tools. We’ll look at DAM core functionality, the features & functions that make DAM technologies unique today vs. when DAM was implemented in a silo, featuring a rapid-fire "dissection" of DAM, taking apart the nuts and bolts of DAM technology. We'll look at modern examples of functions such as ingestion, storage management, media processing, transformation, transcoding, metadata management, collaboration, workflow, and reporting.  


Session 2: DAM Implementation, Staffing, and Governance Scenarios: When, Where and How to Employ DAM
Beyond just implementing a technology platform or tool, you need to create a DAM program from the ground up. When and where to implement a DAM has evolved in recent years, and what’s required for success differs, too. While traditional applications of DAM for a photo library or brand management still stand as common needs, the scenarios for DAM implementations are far more wide and extensive than previously. This session will look at 15+ business scenarios for DAM in 2020 and beyond, and also explore different models of governance and staffing that’s required to be successful.


Session 3: Enterprise DAM and the Content Hub Revolution
The term "enterprise" is often bandied about without much clarity on what it really means. This session will explore what really defines an “enterprise” DAM in 2020, and how DAM's position in the enterprise has changed due to the Content Hub revolution. We will look at how DAM fits into the larger MarTech digital stack, typical integration challenges, and the "holy grail" of the centralized marketing content dashboard. 


Session 4: The DAM Vendor Marketplace, and How to Approach Selection, Upgrade, or Replacement
The final session will build on the technology learnings from the previous sessions and features an overview of the DAM vendor marketplace and different categories of vendors and integration models. We’ll then walk through various methodologies for vendor selection depending on the size and scope of your implementation, and how to plan for replacing or upgrading your DAM system.