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Transforming Full Ad Stack

Challenge

One of the best-known names in the automotive industry sought to improve its advertising results by migrating to best-in-breed technologies for its order management system (OMS) and ad server. Meeting this goal required a significant cross-functional effort and review of nearly every aspect of its digital advertising operations.

Solution

Staffed a team of digital advertising consultants to design a “to be” operational state and manage the OMS transformation program, which included:

  • OMS and organizational design
  • OMS implementation and migration
  • Ad server upgrade and extensive testing
  • Redesign of order-to-cash process
  • Documentation of 30+ related sub-processes
  • Recommendations for new roles and responsibilities to assign clear accountability for tasks in a highly cross-functional culture

Outcome

Successful transformation of the ad business, which resulted in:
  • A fully redesigned order-to-cash process and 30+ related workflows
  • Updated roles and responsibilities establishing clear accountability for tasks in a highly cross-functional culture
  • Full user adoption, allowing for operational efficiency, data quality controls, and wider data insights
  • A flexible operating environment to allow for future organizational expansion
  • Optimized digital operations via an integrated ad technology stack
Published January 9, 2020