Ongoing Enhancements

SITUATION

Time Warner Cable had deployed a new website to serve customers of its business-class service. The 1.0 version of the site had been implemented with a structure that allowed each of the company’s 36 local markets to create customized local messaging, with a look and feel consistent with company branding guidelines.

As a long-term partner with Time Warner Cable, Digital Foundry continued to work closely with key stakeholders during an ongoing support period. As part of the support for version 1,0, Digital Foundry was asked to assist in a major company initiative - to better centralize the workflow and content of the website across the 36 markets - while maintaining the administrative architecture put in place by V 1.0.

SOLUTION

Given Digital Foundry’s understanding of Time Warner Cable Business Class markets, content, and technical infrastructure, Digital Foundry’s support team was a natural fit to undertake the centralization task. Time Warner Cable Business Class stakeholders recognized the massive expense of maintaining and administering content across all 36 markets separately, and began by asking Digital Foundry to assist in consolidating this data in parallel with existing regionalization efforts within Time Warner Cable.

Digital Foundry worked closely with Business Class stakeholders to consolidate existing site content, assets, products, and pricing across the different markets. Digital Foundry engineers assisted in the direct migration of assets, products, and market data from multiple markets into a more manageable source. This ensured that not only were market administrators able to quickly and efficiently update their sites, but also that all market sites provided a more consistent experience to users.

RESULTS

By working closely with Time Warner Cable post-launch, Digital Foundry was able to:

• Decentralize the organization: Time Warner Cable Business Class stakeholders and Digital Foundry worked closely to move from a local market content and administration process to a geographical region approach for supporting the site, significantly reducing workflow burdens and data storage costs
• Implement regional messaging with local flare: The centralized framework ensured that there was consistency across the regional sites, while still allowing individual markets to present customized content to their consumers through the website without having to manage an entire web property.
• Leverage an existing platform: Leveraging the platform Digital Foundry had already built allowed for a nearly seamless migration effort, reducing content costs and increasing administration efficiency.
• Reduce the management overhead: By reducing the number of total websites managed from 32 to 5, the operational overhead required to maintain Time Warner Cable Business Class’s web presence was significantly reduced without sacrificing the opportunity for local market messaging.