success story

Digital marketing platform for leading cable company

Our client, a leading US cable television company, faced several problems with their legacy online channels resulting in difficulty to track web metrics and inability to provide personalized offers to customers and prospects.

After deciding to upgrade their online channels to digitally competent online systems, this not only helped them align their media strategy but also improved their website experience. To address these requirements, the client turned to Virtusa to build a new personalization platform.

 

 

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The Challenge

The key business challenges faced by the client include:

  • Legacy online channels were not mobile friendly and offered limited options to support digital media campaigns
  • About 400 pages, mobile standalone pages, and email landing pages were not connected to the site
  • Inability to track web metrics for remarketing
  • High independent IT costs and costs of third-party creative agencies
  • Unable to deliver the right message at the right time with the right offer to customers and prospects
The Solution

After careful analysis, Virtusa developed a personalization platform leveraging Adobe Experience Manager (AEM). The key highlights include:

  • Partnered with technology and marketing leaders to understand the digital roadmap and align it with media campaigns
  • Developed a plan for a website personalization with AEM to align offers with media buying agencies and audiences
  • Built a data management platform with dynamic phone, chat, and web order tracking
  • Implemented Adobe Analytics on the entire website and centralized all third-party tags on Adobe DTM to assist with site remarketing and shopping cart abandonment remarketing
  • Leveraged Adobe Analytics to capture all digital media campaigns into an omnichannel structure with a robust marketing reporting dashboard
  • Reduced redundancies with multiple vendors to build mobile and email landing pages and creative assets with AEM
The Solution
The Benefit

The key benefits delivered include:

  • Accelerated time-to-market by enabling web ops to publish web content on-demand through a more consistent, responsive digital experience
  • Enhanced user experience by simplifying the website with dynamic content that supported media advertising to provide a seamless experience.
  • Accelerated ROI through a simplified and flexible order flow with an ability to implement third-party pixels in minutes and fire remarketing pixels
  • Improved brand visibility and increased marketing effectiveness and viewership through relevant ads and promotions
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