Marketing Governance

DAM-event in New York by Henry Stewart (May 2nd and 3rd) will prove you wrong.

Theresa Regli, Principal & Managing Director, Real Story Group and Romney Whitehead, Digital Content Platform Manager, NET-A-PORTER Group will give  an overview of corporate (non-broadcaster) oriented video technology options.

After that a panel of video management experts who will discuss this challenge.

Topics include:

• Exploring innovation and new uses for MAM in the ingest, editing, review and approval, archive and distribution phases
• Getting renewed “buy-in” from loggers, editors and producers (all of whom view MAM differently)
• The importance of designating an in-house ‘MAM Czar / Media Manager’
• MAM and DAM and convening sustainable collaboration

All panel speakers have years of experience within the field and are members of advanced video MAM user and/or consultation teams.

Moderator:

Jacki Guerra, VP, Media Asset Services, A&E Television Networks

Panelists:

• Tab Butler, Director Media Management & Post Production, MLB Network
• Dave Lankford, Director of Product, Dr. Oz Digital
• Cynthia Parrish, Product Manager, Harris Broadcast
• Tracey Shaw, VP, TV and Network Operations, WWE, Inc

For a detailed conference agenda please click here

Journey to Marketing Operations Maturity one can read that high-value MO goes beyond automation, measurement and administration to include higher value-add tools such as cross-functional collaboration, change management, metrics alignment, competency development, predictive analytics, and the like.

According to the survey, companies showed clear tendencies to extend the scope of MO. Thus, the scope of MO typically includes fundamental, expanded, and sophisticated elements:

• Fundamental MO Scope — Includes budget management, customer relationship management (CRM), vendor management, marketing outcomes measurement, and marketing services (e.g., bill of materials, licensing, pricing, creative, production management).
• Expanded MO Scope — Expands beyond the Fundamental MO Scope to comprise marketing campaign automation, process mapping and design, best practices and knowledge management, cross-functional and behavior-rewards alignment, marketing operations management (MOM), marketing resource management (MRM), digital asset management (DAM), and marketing process metrics.
• Sophisticated MO Scope — Evolves to higher sophistication than the Expanded MO Scope to include advanced processes (e.g., LEAN Enterprise, Six Sigma, and supply chain management), marketing governance, portfolio management, customer profitability, change management, competency development, shared vision and strategic management, enterprise marketing management, metrics alignment, and predictive analytics.

The graph shows the progression over time from Fundamental to Expanded to Sophisticated practices

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