Situation
Billions of customers visit our Fortune 50 client’s website annually, looking for content that will drive their decision to invest. A significant portion of digital revenue is sustained by these sites.
The demands on marketing content and publishing for an operation of this size are massive. Under the current process, a web page update could take weeks to publish. Optimizing the website process was a critical task which would improve efficiencies and speed to publishing new content.
We used AI integration for automation to drive scale and add efficiencies.
We used AI integration for automation to drive scale and add efficiencies. The complexity of this marketing engine was a challenge since 750+ stakeholders create content for 10K web pages, and most of their processes are still manual.
Action
We utilized our expertise and AI & automation to create a new process to deliver near real-time content updates and manage the digital experience. Our understanding of requirements, structure and creation frameworks, enabled a tool and process to efficiently manage content ops and execute on publishing needs.
We identified opportunities for process optimization, then used AI integration for automation to drive scale and add efficiencies, including:
- Managing the end-to-end lifecycle of updating content on multiple websites using automation and AI to ensure that the digital experience aligns to the customers need.
- Hearing the customer’s voice through distillation of their insights to understand what people do and why they do it.
- Establishing a creative lab to develop work that engages audiences more deeply.
- Engaging smaller customer segments through deliberate targeting and personalization.
- Leveraging Adobe to turbocharge marketing automation platforms.
AI-powered marketing and experience design were used to increase the volume, velocity and quality of content. Our client can now use AI to generate new and/or updated web pages in 10 minutes, which previously took 2 weeks.
Results
- Content and marketing ops are transformed, driving new levels of productivity and improvements to the customer experience.
- Content Ops cut turnaround times from weeks to seconds with AI-enabled solutions.
- Marketing campaigns can run in a fraction of the time required before.
- AI-assisted capabilities allow for more complex content and design tasks, creative asset generation and editorial.
We created a new process to deliver near real-time content updates.
Our client can efficiently manage content ops on multiple websites.
New web pages are generated in 10 minutes, which previously took 2 weeks.
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33%
increase in monthly productivity -
-
75%
Reduced production time -
-
2x
increased YoY workload