Date post: | 29-Jun-2015 |
Category: |
Marketing |
Upload: | mark-verone |
View: | 95 times |
Download: | 1 times |
Serving Ads at 35,000 FeetWhile Traveling at 600 MPH
MARK VERONE
• VIDEO SLIDE: Embed Video Here
1)People2)Process3)Technology
Why Gogo?
Sponsorships = 4-6 wksDisplay Ads = 2-4 wks
Avg. In-FlightCTR= 0.69%-20%
Whitelist = 10 days
•
“We are NOT moving mountains…just pushing pixels!”
--Mark Verone, 2012
Baby Steps
Step 1: People – Make it Easy
CHALLENGESa) Human Ad Serverb) 30 Person Meetingsc) Email & CR Forms (TPS
Report)
SOLUTIONS:a) Automationb) Kill Meetingsc) SSOT - Jira & Wiki
Step 1: People – Make it Easy
Example From JIRA
Sample from Wiki
Step 2: Process - Simplify
CHALLENGES:a) No “real-time” changesb) Limited Targetingc) 4-6 Week Turnaround
Step 2: Process - Simplify
SOLUTIONS:a) Daytime Publishingb) Ad Server RFPc) Introduced Agile Methods
1) Requests 2) Work 3) Team
From Waterfall…
…to Scrum
Basic Scrum Overview
• Time-Boxes: Sprints & Releases• Roles: Product Owner, ScrumMaster & Development Team• Rituals: Release / Sprint Planning / Review / Retrospective, Daily Stand Up • Backlogs: Product, Release & Sprint Backlogs
How we organize our work…REQUESTSRequire WORK by AGILE TEAM(S) DONE Launched
…to Scrumban• Best of both worlds…– SCRUM = Iterations / Standup / Retrospectives / Demos– KANBAN = WIP – Work In Progress Limits, Just In Time
Innovate
Step 3: Technology – Innovate
CHALLENGES:a) No Automationb) ATG Latencyc) Complex Environments
high % of iOS devices
Innovate
Step 3: Technology – Innovate
SOLUTIONS:a) Custom Ad Serverb) Custom CDN Cachingc) Simplified Deployment
Custom cNAME & iOS
Whitelisting
• Free Access to select websites• Captured URLs/IP addresses• Min 2 wk turn around
Analytics CDN Caching Whitelist
Ad Server Tag Management Content Management
Ad Technology Stack
RESULTS: (after 18 months)1)People:
75% fewer involved
2)Process:50% Reduction in Time
3)Technology:100% Improvement
*-)- Questions?