Webinar Series: Integrating DAM Across The Enterprise And BeyondCourse Available for Download
While the core principles and conventions of Digital Asset Management have changed comparatively little over the last decade or more, the context within which DAM technology is used has been transformed significantly. The driving force behind this paradigm shift is the concept of the Digital Asset Supply Chain, particularly as it relates to the origination and distribution of marketing content across different digital channels.
The vast majority of enterprise DAM implementations are now more accurately described as Digital Asset Supply Chain Solutions. For organisations with globally distributed employees, multiple digital asset suppliers and numerous distribution channels, this method of organising digital content is likely to eclipse all other approaches to Digital Asset Management that have been utilised hitherto.
Many of the principles of Supply Chain Management and Operations Management are now relevant to marketers who must deal with ever increasing volumes of content and a burgeoning array of sources and destinations they must travel from and to. The theories, concepts and best practices from those approaches to business management can be re-applied (with some modifications) to marketing supply chains.
This webinar tutorial series will take delegates through the different stages of establishing, managing and continuously improving a digital asset supply chain for their own organisation, whether you have prior experience of Digital Asset Management or Digital Asset Supply Chains or are just starting to learn about the concept.
This session gives an overview of what Digital Asset Supply Chains are and why they are relevant to marketers. You will learn why DAM is becoming the hub of enterprise marketing and creative operations, the different marketing technologies and channels your DAM needs to integrate with and how to begin devising a strategy to designing your own marketing supply chain, whether it includes images video, documents or other more specialised types of assets. The fundamental role metadata plays in digital asset supply chains will be introduced in the form of a framework which will allow you to contextualise both your digital assets and any DAM technology you employ to get the maximum ROI from both.
The objective of this session is to help you to identify the upstream and downstream sources and destinations of all your digital assets. Key to understanding this is the concept of the digital asset lifecycle and the metadata which it both depends on and generates. Digital assets are typically conceived well before they exist in a DAM, further, the nature of their usage will undoubtedly change over their lifecycle. Identifying these different stages and having strategies for each of them will help you to leverage more value out of your digital assets and help you to minimise potentially costly risks such as breaching asset copyright licence restrictions.
DAM solutions are being integrated with an ever increasing array of third party tools, including Web Content Management, Product Information Management (PIM), mobile apps, in-store displays, CRM, Web2Print, video streaming, email marketing and social media to name just a few. Many DAMs also drive the distribution and production of physical marketing assets like branded merchandise. This session will describe the process of how to manage this integration from implementation through to ongoing service delivery. The risks you may encounter will be outlined along with strategies to mitigate them. The pivotal role of metadata as an essential component which connects all these activities together will also be discussed as well as advice on how to devise a digital asset supply chain metadata model for the unique needs of your organisation.
Continuous improvement is a core theme of Supply Chain Management. This session will introduce tools and concepts like audit trails, reporting and data analysis to enable you to identify and alleviate bottlenecks without reducing the value of your digital assets. We will also discuss aligning your digital asset supply chain with those of key partners (both internal and external). This session will help you identify how you can enhance the ROI you can achieve from your DAM solution.
There are a wide range of business and technology-related issues that must be addressed in order to compose an effective digital asset supply chain strategy. Not least of these are the core logistics of getting data into and out of different solutions. These may range from APIs and dedicated connectors through to some older 'belt and braces' approaches like scheduled CSV data transfers. Each of these has pros and cons that need to be carefully evaluated and in some cases, you might not have any choice about which to use because of the requirements mandated by any counterparty solution you need to integrate with. Overarching all of this complexity is how to approach scaling up your digital asset supply chain. This session will examine the in-depth details of how to navigate the different integration issues and manage the risks. The corporate politics of scaling DAM integrations is frequently discounted when projects are being planned and you will find out about the issues that can occur and how to deal with them effectively.
AI and machine learning present some opportunities for enhancing digital asset supply chains, but only if managers are cognizant of how to apply them effectively. This session will give an overview of the options available, their limitations and what you need to understand to make proper use of these technologies. The potential role of blockchains in Digital Asset Supply Chain Solutions will be discussed, including explaining some common misconceptions about them and where they may add value in the future.
Each webinar will last for one hour and there will be an opportunity to ask questions at the end. Recordings and copies of the presentation deck and accompanying notes will also be supplied to registered delegates. These will not be offered independently, you must register to receive them.
There will be a limit of 40 places.
Delegates can optionally request a certificate verifying that they have taken this course. In order to receive the certificate, a short multi-choice test will need to be answered within three weeks of the course ending and submitted back to the course tutor, Ralph Windsor. A copy of the test questions will be automatically sent to everyone after the final webinar, simply respond to it by email and you will receive feedback on the results, along with a certificate if you wish to apply for one.
The first seven registrants will be entitled to a one-on-one 60 minute consultation with the course tutor, Ralph Windsor to discuss your specific DAM integration and digital asset supply chain issues. Vendors and consultants will receive a $50 registration discount instead.
Ralph Windsor is Project Director of DAM Consultants, Daydream, and Editor of DAM News. Ralph has 25 years’ experience exclusively in the Digital Asset Management industry as a developer, project manager, digital asset library manager and DAM consultant. He has been involved across the entire DAM initiative delivery lifecycle while working on over 100 implementations for a wide range of clients, including Specsavers, BNP Paribas, Major League Baseball and The British Museum.