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How a Platform Approach to Multisite Provides Control in the Wake of Chaos

If you are a digital platform owner responsible for digital customer experiences across multiple brands, deploying and managing all digital content (such as creative, experience apps and sites), and ensuring compliance with corporate and IT standards, you’re likely to feel a bit winded as managing all of this may seem like a tornado. Digital experiences can easily become chaotic if not managed and controlled properly. As enterprises grow and scale, digital business leaders may find themselves at a crossroads as they reevaluate their processes and legacy technologies to drive efficiencies, speed up production, and reduce costs across the business.

The reality is that the digital marketing team needs new sites to launch branding and campaign initiatives as a continuous digital service. The pressure is on the IT digital platform team to simultaneously work faster and be more responsive. Marketing is moving at a 100 miles per hour to get their work done and drive the business forward. At the same time, the IT digital operations team is totally focused on security and scanning hundreds of digital properties for personally identifiable information (PII) and accounting for many other site compliance and security issues. Given this head-to-head situation and contrasting priorities, the day-to-day of the digital platform team can quickly change into chaotic experiences:

Complex legacy and rogue digital platforms + silo’d brand teams = Content Duplication + Loss of time
The bottom-line results = Lack of Consistency + Higher Costs

Turning Chaotic Experiences to Managed Experiences

To move forward, the digital platform owner develops a positive vision of going from chaotic experiences to managed digital experiences. A plan includes establishing an approach and the control for developing, delivering, and managing multiple brand sites — from developing creative content to users roles to compliance and security requirements.

The first step in the journey is to take a platform approach to bring the team to a new consistent, managed state of continuous digital experience delivery. A platform approach should include the governance of everything digital: including the platform, websites (with creative content) as well as people and processes. The right governance framework will be an enabler of managed, multi-brand digital experiences, with IT as the trusted digital experience service provider.

Efficiently governing multiple sites on a global scale is critical for enterprises like SABMiller. SABMiller’s Digital Transformation Program wanted to enable consistent brand experiences across an enormous portfolio of 200+ SABMiller websites while simultaneously minimising risk and reducing cost. They needed a centralized, secure and cost-effective platform that could manage all of their sites while still providing their brand teams with creative freedom.

By taking a platform approach, SABMiller was able to transition to a new delivery model that allowed for high quality brand experiences while achieving a 50% reduction in production costs, improved security and compliance.

Digital governance leads to lower cost, trusted digital experiences, and reliable IT digital delivery. And over time, IT digital platform owners become a trusted digital experience as a service, delivering positive business outcomes.

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