Tata Communications operates a large digital ecosystem supporting enterprise buyers, existing customers, partners, and global business units across multiple product lines and markets.
The ecosystem included nearly 3,000 pages spanning:
As the platform evolved, customer engagement expectations became significantly more sophisticated.
Enterprise users no longer interacted with isolated marketing pages. They moved continuously between campaigns, onboarding flows, gated tools, educational resources, calculators, webinars, and authenticated customer experiences.
At the same time, Tata Communications needed to continue launching campaigns, testing engagement strategies, and expanding digital experiences while managing a large-scale migration and ongoing operational complexity.
What initially began as a CMS modernization initiative with us(OneMetric) quickly evolved into a broader engagement transformation.
The organization needed a system that could:
As the ecosystem grew, Tata Communications needed a more connected way to manage customer engagement across campaigns, onboarding flows, tools, and authenticated experiences while continuing to support rapid delivery across teams.
Customer Engagement Was Disconnected Across Experiences
Enterprise customers moved fluidly between:
However, those experiences were not fully connected operationally.
Users often encountered fragmented continuity between interactions. Context was not consistently preserved, and customers frequently had to restart workflows or navigate disconnected systems when moving between experiences.
The ecosystem lacked persistence across engagement touchpoints.
One of the biggest limitations was visibility into engagement progression.
Once a customer entered the ecosystem, Tata Communications could not consistently understand:
The organization wanted both the customer and Tata Communications to see the same engagement journey, including:
Authentication became the foundation for maintaining continuity across customer interactions, allowing users to continue journeys across sessions instead of starting over each time they returned.
At the same time, marketing teams needed greater speed.
Enterprise campaigns increasingly depended on:
However, the existing operating model slowed experimentation.
Launching new pages, testing variants, and refining campaigns often required too much operational coordination and engineering involvement.
That created a compounding problem:
For a large enterprise ecosystem, slower experimentation directly affects growth and engagement performance over time.
The migration itself involved nearly 3,000 pages across multiple business units and experience types.
Different teams managed different products, resources, and engagement flows simultaneously.
As the ecosystem expanded:
The organization needed a system capable of supporting:
The transformation focused on rebuilding how customer engagement and digital delivery operated across the organization.
Rather than approaching the initiative as a traditional CMS migration, Tata Communications treated it as a broader operational redesign focused on:
The new ecosystem enabled customers to move more seamlessly between experiences while preserving continuity across interactions.
One of the most important parts of the transformation was redefining what login experiences were meant to accomplish.
Authentication became more than a standalone access mechanism.
It became the foundation for maintaining continuity across customer engagement journeys.
Once users entered authenticated environments, the platform could preserve context across:
This significantly changed how engagement operated across the ecosystem.
Customers no longer had to repeatedly restart disconnected workflows. Instead, they could continue journeys, revisit previous interactions, and move more seamlessly between experiences.
The login infrastructure also supported continuity across marketing campaigns and gated tools. Users entering through campaign-specific experiences could move from:
campaign → registration → login → authenticated tool access
without losing journey context.
That continuity became a core part of the engagement model.
A major transformation involved making engagement history visible to both the customer and the business.
Once authenticated, the platform could maintain visibility into:
This created a shared engagement view between customer and company.
Customers could return to their journeys and continue interacting with relevant resources and tools.
At the same time, Tata Communications gained a clearer understanding of:
The ecosystem moved from isolated traffic events toward persistent customer engagement visibility.
The authenticated environment also enabled more contextual engagement pathways.
Once users logged in, the platform could surface recommendations based on:
For example:
This transformed gated content from a static download experience into a more connected engagement model.
The transformation also focused heavily on operational scalability.
To support a migration involving nearly 3,000 pages while continuing to launch campaigns and new engagement experiences, Tata Communications needed a delivery model capable of moving significantly faster.
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Before |
After |
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Publishing depended heavily on developers |
Content teams could manage more updates through structured CMS controls |
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Small changes moved slowly through the workflow |
Campaigns and page updates could move faster |
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Page structures varied across the site |
Publishing became more consistent and easier to govern |
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Resource management required repetitive manual effort |
Dynamic content could be managed through centralized datasets |
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Gated content operated separately from demand workflows |
ABM journeys could be supported through structured content access and 6sense connected targeting |
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Testing and iteration were harder to sustain |
Teams could launch, test, and refine content more quickly |
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Growth increased maintenance overhead |
The publishing model scaled more efficiently across teams |
The platform introduced:
This changed day-to-day publishing operations in a practical way.
Instead of treating updates and campaigns as one-off implementation efforts, teams gained repeatable systems for creating and managing pages more independently.
That reduced operational dependency on engineering teams while improving responsiveness across marketing and content operations.
A critical requirement of the new ecosystem was experimentation velocity.
The organization needed to launch campaigns faster, test engagement pathways more efficiently, and iterate continuously across customer experiences.
The new operating model made it easier for teams to:
This became especially important across a large enterprise ecosystem where:
The platform enabled teams to test, learn, and improve more continuously without slowing down operational delivery.
One of the most important aspects of the transformation was balancing operational agility with enterprise governance.
The platform needed to:
without recreating fragmentation across the ecosystem.
The resulting operational model balanced:
This allowed Tata Communications to move faster operationally while maintaining consistency across a large and evolving digital environment.
The ecosystem evolved from disconnected interactions into connected engagement journeys.
Customers could move more seamlessly across:
Instead of restarting workflows repeatedly, users could continue interactions across sessions while maintaining stronger continuity throughout the journey.
The engagement experience became more persistent, contextual, and customer-centric.
One of the most important outcomes was engagement visibility.
Tata Communications could now better understand:
This created a stronger understanding of customer intent and lifecycle progression across the ecosystem.
The platform transformed engagement into a shared and trackable journey rather than isolated interactions.
The new operating model significantly improved experimentation speed across marketing and engagement teams.
Teams could:
This reduced the operational friction traditionally associated with enterprise-scale experimentation and helped create a more responsive engagement operation overall.
The migration of nearly 3,000 pages became significantly more manageable because the platform supported:
Growth no longer required proportionally increasing operational complexity across teams and business units.
The ecosystem became easier to expand, optimize, and maintain over time.