BBVA Compass: Marketing Resource Allocation

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BBVA Compass: Marketing Resource Allocation

Case

Reference no. 9-511-S13

Spanish language

Subject category: Marketing

Authors: Sunil Gupta (Harvard Business School); Joseph Davies-Gavin (Harvard Business School)

Published by: Harvard Business Publishing

Originally published in: 2012

Version: 21 April 2011

Revision date: 29-Apr-2019

Length: 18 pages

Data source: Field research

Topics: Advertising strategy; Marketing management; Internet; Internet marketing

Share a link: https://casecent.re/p/107070

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Abstract

This is a Spanish version. BBVA Compass, the 15th largest commercial bank in the US, is a part of the BBVA Group of Spain, the second largest bank in Spain with $755 billion in assets. In December 2010, Frank Sottosanti, Chief Marketing Officer of BBVA Compass, was reviewing the marketing performance of the company and deciding how to allocate next year's marketing budget across various off-line and on-line channels.

Location:

United States

Industry:

Banking

Size:

Gross revenue USD3 billion, 2,000 employees

Other setting(s):

2010