One of LaLiga’s main goals was to enhance its presence in different markets: China, the Middle East, Latin America, etc. That is why several digital infrastructure fine-tuning projects were under way.
This growth objective was linked to improvement of the services provided to users, and therefore plotting their behaviour, responding immediately to their activity and even anticipating their actions was of great importance.
Thus, providing customised content depending on user behaviour or generating news of interest for each market with the required promptness were two of the challenges that we faced when designing the content manager of the new website.
“We must be capable of providing high-value customised content and have a more robust written composition team capacity”
José Miguel de Pedro, Content Coordinator.
Presence in various markets has physical - due to new offices on different continents - and digital - due to the surge in creation of in-house content - implications.
A key aspect of this content is that it is generated ad hoc for each market, which means that numerous adapted versions can derive from the same event - a match, a goal or any significant event -, even one per market.
In logistic terms, this meant that the digital content team would grow significantly and the CMS to be designed would have to meet the following requirements:
- To comply with the required technical and business demands.
- To enable simultaneous composition by various authors.
- To simplify the most common tasks.
We worked on two main lines, together with Cloud District (technology) to boost task speed:
Enhancing the search and location of minimum information units.
Identifying the various content items, specifying their origin (in-house or third party) and relationships with other items and ensuring proper labelling (manually by the editor or automatically by image recognition algorithms).
Help in construction of texts, tags and SEO.
We detected opportunities to automate tasks or support the editor in tasks that have to be done manually in several content creation processes. This directly impacts the time the editor must devote to these processes.
Creation of a roles and functions structure.
We structured the information architecture and the role-based interface, each one with clearly demarcated exclusive functions. This division helped to obtain a more progressive learning curve because it limited the amount of information to which each user had access.
We divided the processes into a sequence of specific tasks to ensure that each role was responsible fora part and not for the overall process.
We designed a verification system and a notification system that facilitated communication between roles to enhance visibility of the status of the more conflictive tasks included in the most sensitive processes (those related to publication of content and with the sponsors).
We segmented the content units depending on the target market. This division of the interface relieved the cognitive load by reducing much of the visual and information-based noise. We also increased the efficiency of the process with this decision since we established equivalence of items (tags, sponsors, automatic texts) among the various markets and languages. The work done for a single market was reused for as many markets as required without detriment to the editor.
One of the most financially disadvantageous drawbacks of the old CMS was the need to perform tasks sequentially, which ended up causing bottlenecks and infra-occupation of the team.
This fact, together with task automation, rapidly became a design driver.
Profitability, of course, is the ultimate goal that drives all our projects.
In the case of LaLiga, we approached profitability from two points of view: optimisation of processes to make them more efficient and management of sponsors and digital assets (items likely to be sponsored).
At the beginning there were two types of sponsor: global sponsors with a presence in all countries of all markets and local sponsors, present in all countries of a single market. However, a new project came into being during this project: to work with mixed sponsors, those that were only present in one or various countries of one or several markets.
Apart from the sponsor’s characteristics, we had to take the features of the advertising placements - which increased in number and form due to this project - into account:
Classic placements that form part of certain website pages (home, subhomes, etc.). We call these fixed placings or “banners”, not subject to Adserver.
Sponsorship associated with modules. These only appear during the time the module is active.
Sponsored tags. News and video categories associated with an advertiser.
Mixed resources. A mixture of the above. Different sponsorships subject to the same resource, as a general rule associated with major events such as the Real Madrid-Barcelona (El Clásico) or the Real Madrid-Atlético de Madrid (El Gran Derbi) first division matches.
Lastly, each resource or advertising placement has an assigned value depending on the number of visits and its associated performance. This value could change over time, which means that the metrics had to be controlled.
What we did was to create a mini-media control centre with these three variables with the support of the content coordinator's work. This enabled us to program and link various sponsors together for a single placement, but the main advantage is that different sponsors can now be assigned depending on the countries and markets, which makes it possible to boost the revenues from this channel.
As in any sport, the combination of a team, training, tactics and attitude are key factors. On completing projects, we only hope that we have been able to contribute our grain of sand to help you reach your goals.