This is my first post on adops hiring and setting adops as independent
competent division. This is dedicated to start up companies who are looking for
foundation hires and want to establish adops process division that cater to
advertisement needs of client round the clocks with remarkable accuracy and
least TAT.
Discipline is utmost requirement for adops candidate. But
how can we judge it, look at the school performance, whether the candidate is academically
sound or good in sports, arts, music. All come with strict discipline and
dedication. Extending to the knacks, Math and logical reasoning are another
mandate requirement, while dealing with numbers in the reports. For bigger
brands, the data is big and need analytic insights, a good hand in excel help
to visualize the data. While hiring experience adops person is advantage, we
can save training time and get ready on production at the moment.
Recruiting fresh hires with him gradually once the production
picks up pace, certainly is your next steps towards building a adops division.
Within a year, push adops in extended hours that has availability as per the global
market. This step is your direction towards going global and opportunity to stand
with the world class adops team. Frequent communication of adops with sales is
the key to gain the attention of clients. I remember mails, over which client
appreciating adops team for the life saver feedback given on creative, landing
page and campaign set up that could have messed up the wholke point of advertising
if not identified in the early phase of trafficking.
Introduce the Email etiquettes to adops timely, to avoid
adops observation going too techy to read. Even the client servicing without understanding
and editing email(not their fault), forward the mail directly to client, which
might require another round of meeting or concall to understand the same thing
written over mail. Short and simple mail on Issue and solution approach is
appraised by client.
Organize adops process into smaller and clear steps and
convert into QA checklist. Following the checklist would act like guardian and
prevent adops from doing silly accidents.
Create different level of QC check depending upon the complexity and business
requirements, although two level check is enough normally if trained and equipped
with QA checklist properly. Ask adops team to suggest ideas on process
innovation or automation opportunity at least 1 each month via out of the box
approach. Feed the team with competitors adops strategies and market place knowledge
to create global competitive environment.
Ad servers and advertisement ecosystem is complicated
landscape in terms of technology and numbers of players involved. Document the
ad server details is utmost importance, usually they are already documented and
maintained on internal knowledge resource like JIRA etc by technical team. But
it is bit hard for adops person to understand
the effect of various features and new releases (due to technical nature of description).
Create internal documentation with laymen explanation and screenshots for adops
separately and proof read it by your technical team to avoid any misinterpretation.
Introduce this documentation to new hires and let me them ask questions, and this will help to identify the information
gap, errors etc and led to continuous growth of quality content in
documentation and well moderated over time for outdated things.
Adops deals with technical stuffs more frequently but the
nature of the job is purely semi technical in nature (adops don’t have to code
anything). It is an added advantage for adops to have programming language
skills atleast to basic(syntax correction, adding common built in function, understanding
the input/output/logic of javascript), that reduces dependency on technical
team and saves lot of time.
Queue management system is another promising investment to
avoid missing out campaign/tasks and required where there are huge amount of
daily campaign flow. Although, I have used outlook mostly for queue management
and there happened 1 miss in 4 years (it was peak day of course), and unfortunately
it was big miss that let us to the verge of losing client.
Additionally the adops tasks has to be divided among New campaign and Change in existing
campaign on account of optimization or addition/deletion certain information.
Need not to mention all changes has to be logged into adserver system, check
with tech if it possible to log the changes that are exactly in mail/Queue management
in anyway. Separate user login profile are required to track the changes made
when needed.
All these tasks has to be defined on the level of priority with
which it has to be done. We can have one person to manage the queue and route
the priority campaign first. Adops manager can rotate the responsible persons
to manage the queue on weekly or monthly basis.
There are lot of productivity & diagnostic tools that
team has to be trained in order to the tasks efficiently which otherwise can
left the resource stuck for hours unnecessarily. Knowledge of the adserver and
productivity tools are the key to do the easiest to toughest tasks in adops.
Let us know your thoughts on this posts, so I can put them here
to improve the quality of this content and that would inspiration us to write
another post.
Thanks
Yours Omenao
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