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Business ROI Evaluation: Consumer Entertainment Company Goes from 0 to 60 Automating a Consistent Global Brand Image Catalyst for Investment

Originally published May 2, 2012

A large global high-tech company, which makes technologies that go into many different types of consumer entertainment devices, wanted to increase public awareness of its technologies by making its website more informational and appealing to both consumers and to manufacturers that might OEM its technologies.

The company is expanding into foreign markets and eager to attract potential customers and partners in those markets as well. To do that, it needs to provide content in multiple languages and alphabets.

Challenge: Implementing Customer Content Management

With the need to maintain a brand presence in so many markets, the company became concerned about maintaining a consistent look and message across all of its sites. It was an even greater challenge because they didn’t have a pre-existing Web content management system in place. The company had a Web server, and new content would have to be posted manually, by the IT department, not an editor.

The company’s management realized that if they wanted to build multi-lingual sites to share content from the English site and maintain a consistent look and feel, they needed to migrate to a content management application that could not only support foreign alphabets, but could provide multi-site management features, a central content repository, workflow, and tagging of content so it could be automatically displayed on the appropriate sites.

Planning the Migration

One of the requirements was that the customer content management (CCM) product be written in .NET, as that is what the company’s developers already knew. Another was that the price tag would come in under $500 million for the entire project, including software and services. Ultimately, the company selected Ektron’s CMS400 as meeting those requirements, as well as having an easy-to-use work environment that makes it easy for authors to work in it without help from technical staff.

They started with a single pilot, to ensure proof of concept and to enable them to see where there might be problems in a larger rollout. After the success of the pilot, and with a prototype site in hand, the IT team surveyed stakeholders in the company, such as marketing and editorial, to determine what specific needs they had from the content management system. They also began migrating content, which took longer because they had no pre-existing content management structure, and hence none of the content was tagged with metadata.

The entire project, from pilot to roll-out, took approximately seven months, including the time to create templates, install servers and databases, migrate content and conduct user training.

Results

All of the sites now share images and design templates, so each site looks very much like the others, but regional teams can opt to translate content or not based on what they think is best for their markets. The system also supports foreign alphabets. Ease of use and an intuitive interface enable authors and editors – rather than IT employees – to handle the updating of website content.

The company monitors the behavior of site visitors, looking for ways to make content more appealing and also easier to access. The goal is not to keep people on the site; there is no “buy” button as a final step. Instead, they want to provide a quick, satisfying, informational experience that will get consumers interested.

However, they do track one measure of interest in the sites, which is the number of B2B leads that come in from the website contact forms. Over the past two years, the partner pipeline has increased by 10%; and as more sites open, that figure will likely increase.

  • Leslie AmentLeslie Ament

    Leslie Ament, Senior Vice President and Principal Analyst at Hypatia Research Group is a customer intelligence management thought-leader and industry analyst who focuses on the business value of technology in regards to how organizations capture, manage, analyze and apply actionable customer insight to improve customer management techniques, reduce operating expenses and to accelerate corporate growth. Her research and advisory services include: Customer Analytics & Interaction, Advanced Analytics, Business Intelligence and Big Data Analytics, Social Media Intelligence/Text Analytics, CRM, Digital Marketing Automation, Customer Data Management/Data Quality and Governance, Risk & Compliance.

    Editor's Note: More articles and resources are available in Leslie Ament's BeyeNETWORK Expert Channel on Customer Analytics & Insight. Be sure to visit today!

  • Sue HildrethSue Hildreth
    Sue is Senior Analyst and Research Editor for Hypatia Research, and she has been writing for the computer industry since 1986, starting as new products editor for Cahners Business Computer Systems magazine. Subsequent roles have included executive editor for ebizQ, an online publication covering e-business integration trends; staff editor for Computer Publishing Group's WebServer Online and Server/Workstation Expert magazines; and editor of Software Success, a business newsletter for software executives. Sue's work has appeared in numerous industry publications such as Computerworld, Processor, SearchSecurity.com, SearchCRM.com, SearchSMB.com InformIT.com and Dice.com. Her coverage areas encompass enterprise software trends and technologies with specific emphasis on CRM, mobile solutions, enterprise search, e-commerce and content management. She is co-author of Hypatia's "Benchmarking Social Community Investments & ROI: Best Practices & Vendor GalaxyTM Rankings," "Business Intelligence in the Healthcare Industries" and "What Healthcare Professionals Should Know About ARRA and Electronic Medical Records Selection.

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