Scanning and mapping complex digital estates to inventory sites, identify opportunities for improvement, find outdated content, remove legacy brand and campaign sites and eliminate abandoned sites. Go on, play with the chart. It's interactive.
Corporate Digital Estate Complexity and Revenue
Revenues in US$ billions versus digital estate complexity measured as number of independent websites
Audience need generates complexity
Corporate and higher education communications and marketing teams, supported by their web and social media professionals, have enthusiastically adopted digital. And, the culture at many organizations has encouraged independent digital roll outs running in parallel with mainstream corporate or institutional projects.
But, for most organizations, digital’s publish-test the reaction-learn-repeat cycle has resulted in large-scale content, end-point and channel proliferation.
So, higher education and the corporate world now find themselves with large, content-heavy, hard-to-navigate digital estates.
Complexity degrades effectiveness
The resulting complex networks of websites, blogs, microsites, landing pages and social channels increase the risk that visitors encounter content inconsistent with current messaging or no longer being actively updated, or find links that no longer work or visit inactive or legacy social media posts.
Complexity also means that visitors have to follow torturous paths to apply for jobs, register for courses, find information, download reports, reach key personnel, or contact communications and media staff.
Large, hard-to-navigate web estates can significantly reduce digital effectiveness.
University Digital Estates
US public research university digital estates measured in thousands of pages
Pennsylvannia State University 18.6 M | Ohio State University 1.8M | University of Central Florida 0.4M
Top Level Domains (TLDs)
20,930 websites for 183 global corporations
52% .com | 2.6% .co.uk | 2.5% .de | 2.3% .ca | 1.8% .com.au | 39% 333 miscellaneous TLDs
The solution starts with data collection
The first step in improving digital estate effectiveness is to measure - survey and map – an estate. This is an exercise that can be largely automated.
Our software combines detailed website construction knowledge with processing and identification rules developed by testing hundreds of websites and hundreds of thousands of page and social media links.
Guided by a dedicated URL and social media reference database to minimize identification errors we can readily map the most complex digital estates.