Eric Leroy

Corporate Marketing

Based in Geneva, Switzerland, Eric is responsible for the world-wide publishing Web strategy at Hewlett Packard (HP) within the HP Customer Services group. He is also managing the development of a content management system used for the publication of marketing sites.

Prior to HP, Eric has been working as a consultant for multiple Fortune 500 companies and international organisations like Nestlé, UBS, the World Health organisation, and the European Council on content management, knowledge management and e-commerce projects.

Eric holds a Master's degree in Management of Technology from the Swiss Federal Institute of Technology and Austin University of Texas, and a Master's in Economics from the Institute of European Studies in Geneva. At the moment, he is busy completing a IDM Diploma in Digital Marketing from the Institute of Direct Marketing in London.

HP's worldwide consolidation of content management

Wednesday, November 8^th, 14.30

Category: Intermediate

Track: Strategy

Case: HP

The goal of the HP Customer Experience Services team is to:

• Achieve operational efficiencies by optimizing the customer experience on HP's public Internet presence.
• Increase customer satisfaction, leads and revenue.
• Work on end-to-end processes that enable efficient and effective delivery of HP's marketing efforts and to provide the enabling infrastructure and processes for marketing operations.

Marketing sites provide pre-sales product & services information delivered across 72 countries in the world. In addition, online comparison and product advisors help guide customers to the right purchase, and information is presented through a product or customer segment view.

The case study will focus on the migration of these sites to centralized toolsets, standards, templates and consistent global processes, and platforms.

These common services provide the horizontal tools that are used across our web properties worldwide, including infrastructure, publishing platforms, and web services like search, e-mail routing, and one-click access to product information.

HP's range of businesses and its global reach make this migration particularly challenging: Every line of business has different market drivers, every region has specific processes.

Some key issues will be addressed more specifically:

1. Data model management: How to create a lean solution while addressing the needs of multiple businesses (Enterprise, Consumer, SMB) and multiple regions?
2. Structured vs. Unstructured: How best to manage different types of content and the enterprise level and make them easily accessible to marketing sites?
3. How to create "localization-ready" content in all countries at an acceptable cost and with reasonable speed of delivery?
4. Template management: How to implement a solution that can cope with the stringent requirements of brand consistency enforcement and specific country needs and work with heterogeneous data model?
5. Future challenges: Going direct and personalized; what is the impact?

Joint session with case presented by Mette Nøhr from International Health Insurance.

Download:

• Audio (MP3, 33 Mb)
• Slides (PDF, 3.0 Mb)

View the schedule.