The Project

Tennis Australia partnered with Anchora to undertake a digital transformation centred on Adobe Experience Manager (AEM), with integration across data platforms including Adobe Analytics and Google Analytics. The project addressed fragmented legacy systems and disconnected data, replacing them with a unified, scalable digital platform to support content operations and campaign execution.

The Ask

Tennis Australia came to the table with a set of platform and operational challenges:

• Fragmented platforms that were difficult to manage across the content supply chain
• Underperforming channels and a lack of coherent data
• Poor visibility and accessibility to content
• Existing websites built on a legacy, managed CMS that limited flexibility

Scope

The engagement was scoped around five core objectives

• Enable early content authoring through minimum viable templates, components, and role-based access, so content teams could start authoring early and show tangible progress
• Establish a unified digital experience via a cohesive design system and centralised content management in AEM, aligned to Tennis Australia’s broader digital strategy
• Support efficient content creation and management through scalable workflows and clear governance processes for handling high content volumes
• Integrate backend tools for search and analytics, configuring Elastic Search for search capability and Adobe Launch/Tag for basic analytics tracking
• Enhance operational efficiency and scalability through a robust, secure AEM platform with centralised Digital Asset Management (DAM)

Outcome

• Consolidated platform rolled out across content and data streams
• Workflows optimised, addressing past issues and enabling the team to independently execute campaigns
• AEM, Adobe Analytics and Google Analytics implemented to enhance the new offers campaign
• Higher quality data collection achieved, with data volume increased by 14%
• Tennis Australia now independently launching events and programs ahead of schedule
• Elastic Search implemented, delivering comprehensive search capability
• 15 years of content migrated from the legacy CMS using Anchora’s toolset