MRM Case Study: Arizona and Santander

Another MRM case study this week, this time of a collaboration between Brazilian software vendor Arizona and the Brazilian division of Spanish bank Santander. Before, the marketing department was run in an ad hoc manner: information was kept on paper, on Excel sheets, which made it difficult to share information. Enter MRM vendor Arizona. The marketing team name a few features that switching to an MRM solution has brought them: easily sharing and sending files to and from agencies, budget management, and planning tools.

What’s interesting is that they approached the MRM project very thoroughly. Starting at the bottom of the organization, at the production level, the implementation of MRM software is working its way up via management to analysis. This division of is actually quite similar to MRMLOGIQ‘s Ten Functional Areas model. The integrated approach makes all marketing-related information visible quickly and easily, which allows marketers to justify their expenses and become fully accountable.
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