Project Description

Digital Content Platform


The client, a large corporation, had over a dozen significant web sites that were implemented across a number of different content management products.  These products were all deployed in a traditional on premise model inside the corporations own data centre.  Each content management platform had been implemented separately, on independent infrastructure, over a period of twenty years.

The client had a problems with their current setup, such as:

  • When traffic spiked, potentially from a marketing campaign, their web sites went down
  • If a video was deployed to a home page the web site went down
  • Changes would take months to deploy, even simple text changes
  • Support and maintenance costs were very high
  • Attracting people to work on these raging products was difficult

The most important problem for the client, however, was that their existing setup would not allow them to understand their customers' behaviour and needs.  They were unable to perform site wide or intra page analytics.  They could not do multi-variate testing.  They could not deploy a modern tagging framework.  They could not deliver targeting or personalisation. They were unable to engage agencies in an integrated way.


The solution delivered involved the implementation of a CMS that delivered content in a RESTful way.  This allowed for horizontal scaling and a significant level of cacheability of content assets.

To allow for horizontal scale in the face of spiking traffic the CMS was deployed into Amazon Web Services using DevOps scripts - no manual deployment.

To minimise cost and maximise site performance a CDN was implemented that allowed for the content to cached at the edge of the network, as close to the customer as possible.

As the client was highly risk averse the authoring environment was deployed in their data centre.  This meant that the content was always in their control and their internal authors had direct and fast access to the authoring platform.


As a result of this solution the client was able to realise the following benefits:

  • Existing staff were able to use the new platform without significant retraining.
  • All web sites migrated to the new platform within eighteen months by existing staff.  This allowed for numerous legacy products to be decommissioned.
  • 97% offload of traffic to the CDN was achieved improving web site performance and reliability while also reducing  infrastructure costs dramatically.
  • Cloud based infrastructure and modern DevOps allowed for new sites to be created trivially

Most importantly, however, the client was able to introduce new techniques to understand customer behaviour in real time and respond accordingly.  The platform changed the way the client viewed their online presence and enabled them to explore new ways of increasing sales and customer engagement.  This was the real benefit.

Note: Some case studies represent specific RedCrew projects while others represent solutions implemented by RedCrew founders in other contexts.

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