Content Marketing Case Study: American Express

OBJECTIVE
American Express had a database of approximately 22,000 venues that contained information that was either outdated or incomplete. If the database could be updated, it could then be monetized for American Express' Food & Wide and Travel & Leisure Websites.

SOLUTION
EVG created a customized CONTENT LIFECYCLE MANAGEMENT system to manage the process and the flow of data from and to the client. The system is designed with flexible data modules to accommodate different venue types and manage the entire lifecycle of the content, from raw data to completed verified data to curation of the content.

RESULTS
EVG specializes in flexible staffing for large scale content projects and was able to create a dedicated team of specialists who are verifying the data for each venue. As of publication, over 12,000 member venues have been updated with the remaining venues scheduled to be completed in 2011. EVG will then write detailed descriptions for each of the 22,000 venues.