DAM Europe 2020

Fundamentals of DAM: An Introduction to the Technology and Practice

Tuesday 16 June, 14.00 pm - 17.00 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 DAM is and how it really works. 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. We’ll look at what the technology doesn’t solve, as well as high-level approaches to taxonomy, staffing, and governance.

Finally, there will be an overview of the current DAM marketplace, with the opportunity to interrogate an expert about any vendor that sells DAM technology.

This session is appropriate for those who are new to DAM, selecting a DAM system, end-users who want to have a deeper understanding of the different things a DAM system can do, or technical implementers who want a better sense of a system's capabilities. 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. 

Tutorial Leader 

Theresa Regli is a 25-year veteran of the information technology industry, with a particular focus on DAM since 2007. She advises marketing and IT leaders on DAM & MarTech strategy, data design, and product selection, and subsequently supports the sustainment of digital stewardship and best practices. She also serves as the DAM Industry Partner for King's College, London, where she works with faculty to develop the DAM Master's Programme curriculum and real-world DAM project simulations for students. 

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. Her recent client base includes Unilever, IKEA, Oxfam, Starbucks, Centene, Dyson, National Geographic, Lands' End, The Museum of London, and The Philadelphia Orchestra. 

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.