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  • admin 9:51 am on January 26, 2018 Permalink
    Tags: , , , Entertainment, IntelliCloud&#8482, Larry, , , Miller, Sports, ,   

    Larry H. Miller Sports & Entertainment: Enriching Lives and Making the World Better with Teradata IntelliCloud™ 

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  • admin 9:54 am on November 21, 2014 Permalink
    Tags: , , Entertainment, , , , , Warner   

    How Warner Bros. Entertainment Manage their Global Marketing Campaigns 

    There was a great turnout for the 2014 Teradata Summit held in Melbourne and Sydney last week. With Teradata Partners Conference held last month in the USA we were able to take some of the presentations on the road. The highlight for me was Warner Bros Entertainment’s Director of Customer Relations, Christina Huynh. It never occurred to me how complex it was to debut a new movie, or should I say “theatrical release”.

    Co-ordinating creative content, online ads, media placement, delivering hard content to cinemas, joint-releases with business partners (e.g. fast food chains, Coca-Cola), and getting actors to premier events is a major undertaking. Wow! And to think this is done for a release on the same day across the globe. And I thought Santa Claus had it hard.

    Not surprisingly, Warner Bros have thrown out the spreadsheets and emails and opted for a single Marketing Operations solution from Teradata. This was not only to get a successful campaign out the door, but to also drive continuous improvement of the campaign process and get a tighter control on campaign financials.

    There are three components to this solution:

    –          Presenting financials from a campaign perspective: Financials (both plan and spend) are presented from a campaign perspective. All the different cost centres are disjointed within a typical finance system so Teradata Marketing Operations was linked with SAP to keep both views in sync.

    –          Managing Workflow & Collaboration: Timing is everything when the success of a theatrical release is determined by the opening weekend box office. It was also critical for any changes or corrections to disseminate through all countries for internal staff, suppliers, distributors and other business partners.

    –          Digital Asset Management: Keeping track of all the versions of each type of media but also doing this with individual customisations for each country.

    Teradata Applications marketing

    Benefits that have been released so far:

    –          Increased visibility to planned and committed spend: Marketing stakeholders now have the visibility to drive their business.

    –          Campaign spend visibility to non-financial users: All contributors are now able to manage their spend as they can see financials from a campaign perspective

    –          Enabled auditing and process re-engineering: an ongoing dialogue has been created within the business that is capturing and then implementing improvements to the process.

    –          Increased asset visibility and availability: this was especially important for the localised content for international markets.

    –          Less hard media between departments and vendors: this not only reduced costs but also removed time lags at handover points between suppliers and distributors.

    A main take away for me is that Marketing Operations is bringing ERP process improvement and automation to the Marketing Department. So much efficiency has been gained over the years from Sales and Finance automation that there is little value to be squeezed from these areas. Marketing has been left relatively alone. Maybe now is the time to realise more value from Marketing.

    Gareth Clayton is a Senior Industry Consultant at Teradata with over 16 years experience in business analytics and information management. He has a diverse background in many industries but primarily in Telecommunications and Banking. Gareth is also passionate about educating the next generation where he has been a guest lecturer at La Trobe and Victoria Universities on the practical application of predictive analytic theory in a business context. Follow Gareth via twitter @AnalyticsROI or connect via Linkedin.

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