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
