Media Advertising Proposal System Workflow Automation
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Solution Overview
Problem
The media selling process and tools lacked key features to harness new technologies and products, with existing systems being static, disconnected, and non-extensible, leading to manual efforts and a lack of intelligence to adapt to changing business environments.
Innovation Solution
A computerized method and system for managing media advertising proposals from inception to completion, including receiving customer requests, creating proposals, integrating data, assigning grades, and injecting approved proposals into traffic and billing systems, with features like cost freezing, real-time scheduling, and feedback integration.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If a static, disconnected system is used for media advertising sales, then system simplicity is maintained, but adaptability to new technologies and business changes deteriorates
Solution Approach 1:
The system is divided into modular functional components including proposal creation module, workflow management module, integration module, and reporting module. Each module handles specific tasks independently, allowing the system to adapt to new technologies without requiring complete system redesign, thus resolving the contradiction between adaptability and complexity.
Solution Approach 2:
The media advertising sales system is designed with universal interfaces and protocols that enable it to work with multiple media outlets, advertising formats, and business models. The system can handle different advertising types (display, video, native) and integrate with various external systems, providing versatility without proportionally increasing complexity.
2Productivity
If manual efforts are used for media advertising sales processes, then system complexity is reduced, but productivity and efficiency deteriorate
Solution Approach 1:
The system performs preliminary actions by automatically generating advertising proposals based on predefined templates and parameters. Workflow approvals are pre-configured with routing rules and decision criteria, eliminating the need for manual intervention in routine tasks, thus improving productivity while keeping the automation complexity manageable through rule-based approaches.
Solution Approach 2:
The system enables self-service capabilities where users can independently create proposals, track workflow status, and access reporting without requiring system administrator intervention. The automated workflow engine handles routing and approval processes autonomously, significantly improving sales efficiency while maintaining simple user interfaces.
3Measurement precision
If basic input parameters are used for pricing, then ease of operation is maintained, but measurement precision and pricing accuracy deteriorate
Solution Approach 1:
The pricing system dynamically adjusts multiple parameters including audience demographics, time of day, day of week, advertising format, and media outlet performance metrics. These parameter changes enable precise pricing that reflects real-time market conditions and value propositions, while the system maintains ease of operation by automatically calculating complex pricing formulas without requiring user input for each parameter.
4Loss of information
If disconnected systems are used for media advertising management, then system complexity is reduced, but information integration and workflow capability deteriorate
Solution Approach 1:
The system employs an integration layer that acts as an intermediary between the core advertising sales system and external media outlet systems. This mediator handles data exchange, format conversion, and protocol adaptation, enabling seamless information integration without requiring complex point-to-point connections between all systems, thus reducing overall integration complexity while improving information flow.
Data Source
AI summary
A computerized method and system for managing a media advertising proposal from inception to completion of an order with one or more media outlets are described. An embodiment of the method includes receiving a customer request for placement of advertising in one or more media outlets, creating a media advertising proposal, that includes schedule of advertising for the requested placement, based on user inputs into a media proposal tool, storing the media advertising proposal in a database connected to the media proposal tool, accessing one or more external applications to integrate information and data into the media advertising proposal, assigning a grade to the media advertising proposal, entering the media advertising proposal into a computerized workflow in the media proposal tool for review and approval, and if the media advertising proposal is approved, injecting the media advertising proposal as an order into a traffic and billing system.