OPTIMIZING DIGITAL PRESENCE MANAGEMENT FOR THE WORLD’S LARGEST BANK

Optimize Digital Presence

Background

Xerago has been running Marketing Centres of Excellence for a leading global bank across 20+ markets. When we onboarded one of those markets recently, we started with Digital Presence Management. The client was using Opentext Content Management System, formerly HP Autonomy and Interwoven Content Management System to manage all of its portal content of over a 1000 pages of text, images and other information units.

‘Phrase’ and ‘Copy’ were the predominantly used ICMS templates, of which Phrase were low memory templates suitable for short, static information such as From and To labels in mail forms, homepage labels etc. Copy templates were more flexible allowing more long-form copies to be contained. It could contain the contents of an entire page.

Challenge

When we onboarded our client, we realized the way the entire portal is managed using phrase and copy templates needed to be transformed and recommended the same. The client embraced our recommendation on
standardization of portal template usage processes across all global portals so that memory resources are optimally utilized and pages are swiftly served to impact overall portal visitor experience.

Solution

Xerago took stock of how both the templates were getting utilized and found that

  • The ICMS templates that hosted the site’s content were used in an ad-hoc manner
  • Phrase Templates were used in text heavy pages
  • The more flexible ‘Copy’ templates which were created solely for content heavy usage were used sparingly

Phrase templates had low memories and were suitable for short, static information such as From and To labels in mail forms, homepage labels etc. Xerago’s analysis confirmed that a bulk of these ‘Phrase’ templates consumed more memory than a single long form ‘Copy’ template and that the repeated usage of ‘Phrase’ Templates had led to sub-par memory utilization.

To turn this situation around, Xerago proposed a process-driven solution that would efficiently utilize templates and optimize portal memory resources. Each Copy Template had a Name and Value field – and Xerago mapped these to unique Content IDs and App IDs of site elements present in the ‘Phrase’ templates. This allowed the content of multiple ‘Phrase’ templates to be accommodated in a single ‘Copy’ template. The ‘Copy’ templates were then categorized based on their usage and purpose which further streamlined the template utilization and management process.

For example, 20 labels, 10 Headers, 5 Error Messages in an application required the use of a Phrase template for each, making it a total of 35 templates. However by using the purpose-categorized Copy template, Xerago was able to accommodate all the content within 3 templates, one each for Labels, Headers and Error Messages respectively. This also allowed standard information units to be reused wherever necessary, eschewing the old method of creating dedicated templates for each, leading to huge gains on memory.

Xerago, on request, also implemented a solution to remove all hard coded links within our client’s US portal. Xerago created a Content Map Link  (CMLink) template that served as a repository of all link related attributes such as Link text, Anchor Parameters, Style Class and Java Script Properties. A specific link and all its attributes could be placed within any block of text or content by simply ‘calling’ the link through the respective Content ID and App ID. This helped greatly simplify the coding process and removed hard coded links in the interest of safety.

Results

Using Xerago’s template utilization process, which is one of the water tight processes that drive Digital Presence Management, our client was able to standardize template usage across the US portal and optimize memory utilization. For example, while previously one of the client’s nominal change requests may contain about 1000 odd content units for upload, Xerago was able to reduce the number of Phrase template requirements from 850 to just 200 Copy templates.

More importantly, because of optimal utilization of available memory resources, the Content Management System was able to swiftly serve the requested pages resulting in positive impact on overall portal visitor experience.