by Tony White
In todays harsh economic environment, many customers are lending a more critical eye to justifying an investment in Web Content Management (WCM). One of the most scrutinized considerations in their justification is, of course, return on investment (ROI). Customers need to know that the financial benefits of effective WCM will outweigh the time and expense of purchasing, designing, and installing enterprise-level software. In a significant percentage of recent consulting engagements, the Gilbane Group has been asked to review the solidity of clients rationale in proceeding with their WCM purchases. This paper focuses largely on some of the cost savings that derive from the reuse of both content and design elements across websites, and it considers several ways that customers can go about estimating an expected ROI. In particular, we analyze the conceptual strength of an approach to site design and synchronization based on the separation of content, profiles, and applications at a centralized level while simultaneously allowing for localized variation. We examine four main components of ROI, starting with the ways in which effective WCM increases revenue. We then move to considerations of how WCM decreases operational costs. Next, we enumerate many of the line items customers use in generating actual ROI metrics. And finally, we consider some of the factors that supersede ROI in terms of making the business case.
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