With decades of experience and a robust market footprint extending across more than 100 countries worldwide, this organization is a premier multinational pharmaceutical enterprise. The company’s diversified portfolio offers a comprehensive array of therapeutic solutions.
The organization’s rapid expansion resulted in numerous brand sites hosted on diverse platforms, utilizing various technologies. This diversification introduced complexities, leading to slow content update processes, challenges in meeting accessibility, security, and regulatory standards, and requiring extensive coordination among team members from different agencies.
Moreover, the fragmentation of the overall MarTech ecosystem—including analytics, CRM, marketing automation, personalized content delivery, and more—further compounded the burden of maintaining an already overloaded system.
Mapping the MarTech Blueprint to Refine Operations
In a bid to enhance operational efficiency and optimize costs, the company partnered with Brillio.
Through an exhaustive evaluation process, the teams effectively mapped areas of improvement. Considering the organization’s long-term strategic objectives, a suite of Adobe products was identified as the optimal solution. Key recommendations included leveraging Adobe AEM Cloud as a Service for site construction and hosting, Adobe Analytics for tailored KPI management and reporting across brands, Adobe Target for delivering personalized experiences on AEM sites, and Adobe Assets for centralized management and access to various digital assets throughout the brand portfolio.
The transformation journey was approached in phased increments. Phase 1 focused on the construction and hosting of 17 brand sites using AEM Cloud as a Service, alongside the migration of all brand sites to Adobe Analytics. Subsequent phases will involve the integration and configuration of Adobe Target, as well as other Adobe asset configurations.
Custom Configurations, Seamless Migration, and Effortless Management with Adobe
Central to Phase 1 was identifying optimal solutions for site construction and hosting, with a headless architecture emerging as the preferred choice. A foundational common component library was established, designed to be utilized across all brand sites. Additionally, bespoke components were crafted to address brand-specific experience requirements.
The architecture was developed to accommodate all brand sites within a unified AEM Cloud Service instance. Moreover, platform-level configurations were developed to empower business users to seamlessly manage integrations for cookies, analytics scripts, third-party CRM systems, and custom RDBMs, thereby reducing dependence on IT resources.
Employing the Agile Kanban methodology, multiple sites were concurrently developed. A blend of manual techniques and automated content migration tools facilitated the smooth transition of content from legacy properties to the new platform, ensuring efficiency and accuracy throughout the migration process.
Every site underwent rigorous testing across a spectrum of devices and browsers to guarantee responsiveness, ensuring optimal viewing experiences across various viewports. Meanwhile, DevOps procedures were refined, leveraging Continuous Integration (CI) tools that seamlessly integrated with Adobe Cloud Manager for streamlined release management.
Furthermore, the transition to the new sites was scheduled during non-business hours to minimize disruptions, ensuring uninterrupted business operations during the brief downtime of the old site. To empower client stakeholders and involved agencies, comprehensive enablement sessions were conducted, equipping them with the necessary skills to autonomously manage the sites, thereby reducing reliance on IT support.
Author-approver workflows and access management functionalities were implemented to ensure that only authorized individuals could initiate changes, maintaining stringent control over content modifications.
Unlocking Millions in Revenue and Cost-Saving Opportunities
This comprehensive overhaul has yielded excellent results within a short timeframe, propelling GTM initiatives, slashing costs, driving revenue growth, and reducing reliance on IT resources, all while ensuring the client’s infrastructure remains primed for future demands.
Capitalizing on the reusability of AEM components, a medium-complexity site was developed in just around five weeks, a significant improvement from the previous 17-week timeline, representing nearly a 70% reduction in time-to-market.
Total Cost of Ownership was substantially reduced, with potential savings projected to reach $1 million over a three-year period. This reduction stems from faster site deployments, simplified maintenance processes, and the elimination of hosting expenses.
By leveraging Adobe Target in conjunction with Adobe Analytics and AEM, the organization is poised to unlock substantial revenue potential estimated between $1.37 million to $2.4 million.
Furthermore, empowering brand agencies to embrace AEM and Adobe Analytics has diminished their reliance on IT support, fostering greater autonomy and efficiency across the board.
