Advanced Micro Devices

The Client  

Advanced Micro Devices is a global semiconductor company that powers millions of devices around the world, including personal computers, game consoles and cloud servers. AMD supplies an extensive array of industries with graphic cards and processors for laptops, desktops and servers. 

The Situation

All of AMD’s products provide fine-tuned performance that not only meets the needs of their customers but surpasses them. AMD wanted to guarantee that their web properties delivered the same experience.

AMD looked to Acquia and digital agency FFW to migrate its flagship, support and shop sites from Sharepoint to Drupal 8.

The Challenge

AMD’s previous content management system had become outdated and presented a number of challenges to both internal teams and customers. To make matters worse, AMD’s legacy server infrastructure was end-of-life and unsupported. To prepare for the release of its next generation of Ryzen™ processors, AMD needed a site that centralized product and marketing content across all of AMD’s websites. This meant redesigning AMD.com in less than four months.

The Solution

To improve customer experience, AMD had to remove the toll on the digital marketing team. Our Professional Service team helped AMD speed up Drupal 8 development and delivery. We introduced AMD to Acquia Lightning, the open source starter kit that accelerates the process of building authoring experiences in Drupal 8. With Acquia Lightning, AMD was able to jump-start development by an estimated period of 2-4 weeks.

To make products the priority, AMD had to develop an entity architecture that could effectively accommodate more than 1,200 products SKUs across several unique product lines. We helped AMD use Drupal 8 to build 12 content types for product pages. This allowed AMD to build cohesive product pages, which means that customers can shop for products all in one place.

Overall, we helped AMD consolidate more than 30 of the layouts employed in Sharepoint into one vertical layout in Drupal 8. Not only does this provide consistent branding across AMD’s diverse offerings, but it provides customers with a direct path to both products and necessary support documentation.

“As our founder Jerry Sanders said, ‘Technology for technology’s sake is not the way we do business at AMD, customers should come first at every stage,’ and this is something we take very seriously, in the digital space what my team and I are committed to and strive for every day is putting our digital customer first in providing our users with a best in class user experience. It was important for us to equip our teams with the right tools in order to deliver on this commitment,” said Aqif Hassen, head of digital marketing operations.

The Results

We helped AMD roll out a Drupal 8 site to support the release of its new line of Ryzen™ processors in under four months. AMD now offers its customers a site that is visually engaging and drives an immersive user experience.

• 300 landing pages and 40 product pages pushed live to support the Ryzen™ processors launch.
• Steps required to complete a customer conversion are 10 percent lower than the industry average
• Customer satisfaction: Up 12 percent
• Shop Conversion: Up 200

"When we looked at our digital marketing roadmap, we identified the key attributes necessary to drive AMD.com into the next generation of digital customer experiences. Those attributes were met on every level by the Acquia solution and their ability to work shoulder to shoulder with our internal teams made the process seamless and highly productive. In every way, they delivered on time and within scope," said Ron Myers, vice president of corporate marketing.

“We put a great deal of care and effort into selecting both the right technology and the right partner for this critical project. We needed an infrastructure that was best-in-class like the products and technologies we bring to the market, and that would afford us the independence and flexibility we’d need over time. And we knew we needed not just a vendor or a service provider, but a group of industry experts to truly partner with – who were willing to become an extension of the AMD Marketing Technology team – in order to get the build done right,” said Karen West, manager of digital marketing technology.

Acquia is the registered trademark of Acquia Inc. AMD, the AMD Arrow logo, Ryzen, and combinations thereof are trademarks of Advanced Micro Devices, Inc. All other logos, company and product names are trademarks or registered trademarks of their respective owners.