Aprimo Steals the Show; Improves Future Spend Decisions

Warner Bros. Entertainment Inc. Case Study
Aprimo Steals the Show; Improves Future Spend Decisions As a subsidiary of media giant Time Warner Inc., Warner Bros. SolutionEntertainment Inc. plays starring roles in the creation, production, distribution, licensing and marketing of all types of entertainment. Warner Bros. implemented Aprimo's Marketing Resource Management Warner Bros. Entertainment is a leader in every facet of the entertain- (MRM) solution, which Aprimo integrated with partner Accenture's ment industry, including theatrical, home entertainment and television. Datamart. The Aprimo-Accenture team enabled Warner Bros. to The $10 billion company's strong brand makes Warner Bros. combine Aprimo with Sales Data. Aprimo streamlined Warner Bros.' Entertainment a chief authority in the marketing sector. domestic theatrical media planning, placement and execution with finance and auditing processes. The Aprimo Enterprise suite:. Provides a real time view of data, yielding accurate and educated spend decisions. Enforces best practices for invoicing customers. Prioritizes marketing programs. Creates a central "financial system of record" for marketing, ensuring every member of your team has an up-to-the-minute view of budget and finances. Maximizes speed in communication. Predicts impact of changes in time, scope, budget or strategy. Generates instant financial information - reports that can take weeks to prepare are created in a single mouse click
Problem ResultsEvaluating and managing the media buying processes for advertisements Warner Bros. purchases from its six sister companies can be time Aprimo empowered Warner Bros. to: consuming and complicated. Generating reports for media purchased . Quickly and easily produce targeted reports specific to all of its sister by each of Time Warner's 2,500 media suppliers and comparing Warner companies and local box office markets. Reports that used to take Bros.' spend decisions with competitors creates the need for internal weeks to generate - from analyzing local box office spending resources dedicated specifically to focus on it - taking time away from against box office revenues to evaluating expenditures across all of Warner Bros.' companies within a media corporate structure - are other activities. now created by a single mouse click. In addition, analyzing the impact of local advertising spend on local . Compare movie marketing campaigns with past campaigns, box office revenues in 840 markets is indeed no small task. Warner enabling Warner Bros. to apply successful approaches to future Bros.' marketing team spends too much valuable time generating campaigns - and avoid less successful tactics in the future.manual weekly reports that are incapable of providing real time data. . Efficiently and accurately invoice its customers. What was once a These reports yield only inaccurate, outdated views for determining series of hassling phone calls and e-mails for Warner Bros. is now an effortless audit trail over Aprimo. future spend decisions. . Exceed the total ROI estimate of project payback in 12 months. Thanks to Warner Bros.' instant success with Aprimo MRM, Warner Bros. has plans to penetrate other lines of business with Aprimo and implement additional MRM functionalities in its worldwide theatrical and domestic campaign management.
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