American Express, one of the world’s largest financial services companies, needed to optimize the way it organized, published and managed its content on a global scale. Over time, many business units implemented their own one-off solutions creating a patchwork of systems, each requiring IT support, unique license fees and dedicated resources. Moreover, there was little sharing of assets, content or data, despite shared financial and travel product lines.
American Express chose Tahzoo to conduct a worldwide assessment of its MarTech systems and processes, focused on authoring, publishing, managing and supporting its branded content. The global assessment included stakeholder interviews and workshops representing business, IT and marketing teams. Existing content and taxonomy programs were reviewed from a systems, content processes and performance metrics perspective. A series of five business-user stories outlining content management, sharing and reuse, web publishing, localization, content process and governance optimization were identified. For each user story, Tahzoo produced a set of recommendations for technology and content process improvements. Tahzoo also produced a high-level roadmap for implementing the recommendations, complete with milestones and metrics.
Tahzoo conducted its worldwide assessment and delivered its findings, recommendations and a roadmap in 12 weeks. As a result of Tahzoo’s assessment, American Express launched a corporate initiative for the creation and implementation of a global enterprise content hub. The proposed content hub focused on centralized control and local management of the systems, and a new model for publishing and managing branded content.