Client's needs

ING DirectING Direct has a significant amount of contents spread across corporate website as well as other several mini websites and landing pages. Mini websites and landing pages are websites that are designed for promoting products of the Bank (including Conto Arancio, Conto Corrente Arancio, Mutuo Arancio, etc.) and capturing and channeling properly web traffic coming from banners, search engines and direct insert of domain names in search engines ( , etc.).
As ING Direct has a constant increase in products/services and a complex commercial offer, its web pages require continuous updates. Product features, interest rates, validity dates of conditions or promotions are just some of the elements in a web page that require frequent and rapid changes. Scripts aimed at SEO and tracking purposes also require revisions and changes.


Engitel set up the CMS Spin&Go with specific and ad hoc features that were able to better meet ING Direct’s requirements:

  • To have a flexible and modular publishing tool to create and update contents in an efficient manner
  • To increase the efficiency of publishing process
  • To parametric manage some data with high variability
  • To set up a schedule for contents publishing

The outcome is an advanced publication system that allows the Digital Channels Development Department at ING Direct to create and manage pages easily, safer and more efficiently resulting in a change and optimization of the production process and contents editing.

INGDirect ContentManagementProject


Let's look in more details some of the features that have been implemented in the Sping&Go publishing system by Engitel.

Automatic update of versions of the same page
To monitor traffic of pages in a separate manner, landing pages of same product are duplicated in several copies so that specific tracking codes can be inserted in web pages. This means that a change in content or other elements on a web page should then be automatically transferred to all copies of the same type of page.
Thanks to the CMS Spin&Go, it has been implemented a system of  “Master Pages” and  “Declination Pages”, so pages that are “copies” of a Master one but linked to it.
This has allowed to edit structure or content of a page only at Master’s level: the CMS keeps tracking of all the declinations linked to the Master one and updating automatically, thus reducing possibility of errors when copying and reducing processing time.
In case of specific requirements, such as testing new page sizes, it is possible to create declinations of pages coming from the Master page that remain "independent" and are not updated automatically.

Parametric Management of Variable Data: markers and scripts
High variable data
that do not affect page’s structure, such as interest rates, deadlines, terms&regulations, etc, are now managed parametrically. For any given variable data exists a corresponding marker that can be inserted within one or more web page/pages.
The value of the marker depends on a parameter that can be updated only from a single point of the CMS; when the data - parameter is edited, all pages that include that marker, are updated automatically.
The value of the marker can also be scheduled: this means that, from a certain date and time, a certain marker may change, automatically, from value "x" to value "z".
The system of markers has made part of the updating pages’ process automatic, reducing risk of errors and discrepancies between different pages but instead making it possible to show same information across all pages.
Even scripts for tracking are now managed by the CMS: for each Declination page it is possible to choose what tracking codes to insert by selecting them from a library of scripts; scripts also include markers in order to intervene on tracking codes in a parametric manner and without having to intervene on pages individually.

Management of schedule for publication
Thanks to the new CMS Sping&Go is possible to define a schedule of contents by scheduling their publication. If there is a need to schedule the online publication of a change – of the master or of a specific declination – it will be possible to intervene on the publication date of the relative content.