Planning & Financial
With the nation's largest financial services network, Bank of America delivers higher standards in products, services and functional areas to more than 30 million customers. As part of an initiative to improve process efficiency and track marketing effectiveness, Bank of America's Corporate Marketing and Communications team recently reevaluated the way it plans, executes and measures its marketing efforts.
"Previously, each communications manager handled projects differently," said the Communications Manager, Bank of America Brand and Advertising. "For example, two campaigns would be managed using different methods, while performance measurement tracking for each project was inconsistent. As a result, nearly 10 percent of marketing projects required some level of rework. We therefore needed a standard project management approach for marketing the company, its products and services and to decrease cost and cycle time. This would also allow us to track results across projects so we could measure process improvements."
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With more than 300 marketing projects under way at any one time, in addition to local advertising programs supporting up to 14,000 financial advisors, the Merrill Lynch marketing spend was a challenge to track and control.
"In order to make better and quicker marketing investment decisions, we needed to consolidate multiple financial systems and improve the financial reporting and tracking of the marketing initiatives, especially those involving the complex and substantial invoicing like the national and local media components of the marketing group's advertising budget," said the director of global private client marketing, business planning, and control for Merrill Lynch.
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Amylin Pharmaceuticals is a biopharmaceutical company committed to improving lives through the discovery, development and commercialization of innovative medicines. Amylin has developed and gained approval for two first-in-class medicines for diabetes, SYMLIN(R) (pramlintide acetate) injection and BYETTA(R) (exenatide) injection. Amylin's research and development activities leverage the company's expertise in metabolism to develop potential therapies to treat diabetes and obesity. Amylin is located in San Diego, California with over 1,700 employees nationwide. Further information on Amylin Pharmaceuticals and its pipeline in metabolism is available at http://www.amylin.com.
Amylin Pharmaceuticals, Inc. has selected Aprimo Enterprise™ to assist in the execution and implementation of the organization’s marketing plans. The life sciences industry is extremely complex, with numerous government, business and consumer agencies providing strict regulations to the way in which drugs are marketed. Therefore, it is of utmost importance that the marketing spend is tracked and results are closely monitored to ensure that they are making the most impact and in line with industry regulations.
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