Digital and Marketing Asset Management: The Real Story about DAM Technology and Practices

by Theresa Regli

Overview

The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works.

Product Details

ISBN-13:	9781933820125
Publisher:	Digital Reality Checks
Publication date:	08/02/2016
Series:	Digital Reality Checks , #1
Sold by:	Barnes & Noble
Format:	eBook
Pages:	240
File size:	4 MB

About the Author

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, Oxfam, 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 DAM Industry Partner and a guest lecturer in the digital media master's program at Kings' College, London.

Table of Contents

CHAPTER 1
What Is Digital and Marketing Asset

• Management Technology?
• The Blurring of Enterprise Lines
• The Challenges of Rich Media
• What Is an Asset?
• Metadata
• Digital and Marketing Asset Management Defined
• DAM Technology Services
• Ten Core Characteristics of a DAM System
• The Rise of Lightweight DAM Offerings

CHAPTER 2
The Business Case for Digital and Marketing Asset Management

• Exploiting the Who, What, When, and Where of Digital and Marketing Assets
• Supporting Strategic Organizational Initiatives
• Improving Collaboration and Streamlined Creative Workflow
• Developing Better Brand Management
• Enabling Marketing Agility and Operational Excellence
• Examining DAM Costs
• A Final Note on Metadata

CHAPTER 3
The DAM Maturity Model

• People
• Information
• Systems
• Processes

CHAPTER 4
DAM Technology Services: Asset Creation and Management

• Ingestion
• Asset Lifecycle Services
• Media Processing
• Taxonomy Management

CHAPTER 5
DAM Technology Services: Search, Retrieval, and Navigation

• Structured Metadata Search
• Simple and Advanced Search
• Surfacing of Search Features

CHAPTER 6
DAM Technology Services: Asset Assembly and Delivery

• Asset Assembly and Delivery
• Collaboration and Storyboarding
• Workflow
• Localization and Internationalization
• Transformation and Transcoding
• Multichannel Delivery
• Personalization

CHAPTER 7
DAM Technology Services: Architecture and Administration

• Application Development and System Administration
• System Security
• Reporting and Analytics
• Distribution
• Configuration
• Customization, Integration, and Extensibility
• Scalability and Performance
• DAM Administration
• A Special Note About Standards

CHAPTER 8
Cloud, On-Premise, or Hybrid?
DAM Delivery Models

• Option 1: On-Premise
• Option 2: Private Cloud
• Option 3: Public Cloud
• Option 4: Software as a Service
• Option 5: Hybrid
• Storage and Archiving

CHAPTER 9
You’re Not Just Buying a Tool: Strategic Considerations

• Vendor Professional Services
• Integration and Partnerships
• Channel Professional Services: Support and Community

CHAPTER 10
Universal Scenarios: The Key to Comparing Technologies

• Image and Brand Management
• Publishing
• Corporate Time-Based Media Management
• Broadcast Media Management
• Peripheral/Other Media Asset Management Use Case Scenarios

CHAPTER 11
Mixology: DAM in the Digital Marketing Cocktail

• DAM in the Digital Marketing Cocktail
• DAM in a Digital Marketing Framework
• Why These Models Are Important

Editorial Reviews

"Just what I was looking for—the real story of how to master the mundane routine of asset management to free the creative juices and better tell our story."
—LeGrand Hunsaker, Vice President, Autism Empowerment Project

"This is inarguably the definitive book on DAM."
—Sarah Cervinski, Digital Asset Manager, GoPro, Inc.

"Thorough, authoritative but highly accessible."
—Patricia Connelly, Chief Executive, Henry Stewart Global DAM Events

"Whether you are completely new to the DAM industry or a salty, seasoned professional, this book is your roadmap to DAM, both current and future."
—Jacob Fincher, Product Design Analyst, L Brands

From the Publisher