About the Problem
Scaling a product while maintaining targeting accuracy and reducing operational complexity is a significant challenge. As LiveConnect expanded, ensuring seamless ad delivery across platforms, improving video targeting capabilities, and training internal teams became key priorities.
Goals
- 📈 Scaling the Product – Expanded LiveConnect’s reach to additional networks and advertisers while ensuring optimal performance.
- 🔄 Reducing Complexity – Streamlined operations with automation and improved backend infrastructure.
- 🎯 Launching Video Targeting – Developed advanced video ad personalization based on real-time game updates.
- 🎓 Training Internal Teams – Provided comprehensive onboarding and knowledge-sharing sessions to enhance adoption.
Challenges & Solutions
| Challenge | Solution |
|---|---|
| The specifics and details of the product were difficult for Sales to understand and discuss w/ clients about | This challenge had a root cause of having too many edge cases. I created a number of case studies based on previous campaigns that led to the creation of Product tiers. I then provided education and training for best practices and which clients met these tiers based on their criteria |
| Each campaign took roughly 1 - 2 weeks to set up, based on complexity, causing inefficiency and human errors | A combination of reducing complexity through product tiers was developed that cut down ~50% of campaign development to 30 mins. I then identified 5 friction points in campaign creation for the more complex projects to streamline down to 1 - 3 days |
Development Timeline
Deep understanding of the product, data, customer, and market to develop the foundation for scaling
Developed sales 3 tiers to streamline both campaign creation and sales
Cut down on friction points for all Account Managers to create campaigns self-service
Failures & Lessons Learned
- ⚖️ Not Asking For Help – I joined the team and was expected to manage the product and set up Liveconnect campaigns in roughly 4 weeks before college football season. I did not ask for help earlier and often enough and led to a number of preventable errors in the first campaign
- 🔗 Lack of Vision – I had not realized the value of what a coherent vision could create as I got into product management and did not have one for Liveconnect. This vision helps to inspire, mobilize and create standard mental models for teams to develop against
- ⏳ Confusing Features with Value – I initially believed that simply launching a feature would immediately bring value to customers, however, I failed to understand that the value must come in that feature solving a specific customer problem or use case
About the Product
LiveConnect redefined real-time ad targeting, dynamically adjusting messages based on sports event data and user fandom to enhance viewer engagement.
40+ Custom advertising campaigns launched
100% Product adoption for internal Account Management teams
40% Faster campaign creation and deployment times
Product Impact
19%
Increased win-rate of RFPs
$5.3M
Generated in ad revenue
Achievement Highlights
178%
Increase in video ad engagement
37%
Year-over-year increase in sales
Screenshots
Additional screenshots unavailable due to timing in the creation of this page
