Digital Ad Operations
Brought in for a 6 month project to help a rapidly growing digital ad ops team standardize and streamline processes. The team was organized into three groups, each providing the same service but with varying degrees of success and customer satisfaction. Using Six Sigma methods (DMAIC), the first step was to fully understand the current state:
- Create cross functional process flowcharts for each team, identifying the positive actions within the team that was perceived as successful, while evaluating where the process broke down in the challenged team (FMEA – failure modes and effect analysis).
- Talk to the customers of each team, in this case ad sales management, to understand all positive results, pain points, errors and omissions (VOC-Voice of the customer).
- Identify process shortfalls, bottlenecks, redundancies and constraints.
- Evaluate staffing level and workload within each team along with job readiness.
With all the information gathered, a turnaround plan was developed; it included:
- Standardized workflow using the effective aspects of the existing process.
- Defined roles and responsibilities for consistency across teams.
- A service level agreement to establish turnaround times and manage expectations.
- Staffing levels were adjusted to balance workloads across teams.
- Offshore support added to provide timely, consistent and standardized reporting.
All recommendations were approved and implemented.