WCM gets personal with Real Madrid

Real Madrid is one of the world’s largest professional soccer teams, so it's no surprise it wanted to create a rich, personal experience for its millions of fans across the globe.

Real Madrid delivers a vast amount of content, including text, photos, audio and video through a mix of online, television, radio and mobile channels. It needed a reliable, easy-to-use solution to manage all of its online content and to provide international fans with timely news updates and compelling, personalized content on their team—delivered through the right channels, in the right language.

Working with INDRA Systems, Real Madrid selected FatWire Content Server. The implementation allows Real Madrid to automate the entire Web content management process, including content authoring, site design, content publishing and delivery, content personalization and analytics, as well as user participation. Fatwire reports Content Server also automates the process of delivering content in multiple languages and through different channels including Web, mobile, etc.

"Our fans rely on our Web site for the most up-to-date information, images and videos. We needed a scalable solution that could handle more than a million unique visitors per day and deliver a personalized experience for each one," says Enrique Uriel, Real Madrid’s chief technology officer in a recent press release. "FatWire’s segmentation and analysis tools offer us the ability to easily create and understand the effectiveness of our online promotions and initiatives, and consequently to increase fan loyalty and repeat visits to our Web site."