southwest-logo14When Southwest Airlines needed to make their web site,, better able to target content to Customers, they called Metaversant. We implemented a dynamic content service based on Elasticsearch. Now the right content shows up at the right time across all of Southwest’s channels.

The Marketing team continues to manage content using their legacy Content Management System, but now they can tag content as they see fit which drives which content chunks show up where. Other than their new ability to target content for any scenario, not much changed for the Marketing team. They continue to use the legacy CMS to manage content, but that content is now converted to JSON and sent to the content service. Front-end developers who write Single-Page Applications (SPA) that make up the web site pass context about the current Customer into the content service and the service returns the best content chunks for that particular page given the context.

In addition to insalling, configuring, and performance testing the Elasticsearch cluster in all of Southwest’s data centers and lower environments, Metaversant wrote the content delivery service, which serves content to the front-end, the content management service, which allows people and systems to manage content chunks, and a scheduled job service, which automates administrative tasks related to Elasticsearch and the content service.

Managing all of those servers is no picnic, so Metaversant leveraged Ansible to ensure that provisioning new cluster nodes, performing upgrades, and pushing out configuration is as simple as running a “playbook”.

Contact us so we can help you unlock your content that’s stuck in your legacy CMS and put it to work for you across all of your web, mobile, and desktop applications.