Business Processes Simulation and Optimization in Small Knowledge-intensive Business Service Firms: Case Study of Mediacom Company

This study deals with the simulation and optimization of the business process of advertising buying at the MediaCom company that has a knowledge-intensive component: the development of a progressive technological tools to minimize human labor. The purpose of this study was simulating and comparing the traditional manual method of advertising buying and method of advertising buying using Programmatic technology. Programmatic technology is an automated process of purchasing targeted advertising in real time through an auction. With this technology ad will be shown to site visitors based on their individual interests and needs. This technology is designed to make the process of buying advertising more effective and therefore more expensive with the exception of the human factor from the process where possible. The objectives of this work: to simulate a traditional manual ad buying process, to simulate the process of ad buying via Programmatic and assess the optimization of the advertising buying process. To accomplish the objectives were used several methods: study and analysis of literature, reports, and internal documents of the MediaCom company, interviewing the owners and participants of advertising purchase process in the MediaCom company, simulation of business processes in Aris Software. The evaluation of the ad purchasing optimization using Programmatic technology founded that this technology has the following advantages compared to the manual method of procurement advertising: the reduction in the cost of the advertising campaign; improving the quality of the advertising campaign and reducing time required for starting the campaign. However, Programmatic also has disadvantages compared to the traditional method of procurement advertising: reference to cookies, not real people; the lack of effective targeting between different devices; lack of control of ambient content.