BBVA Compass: Marketing Resource Allocation

Posted: 13 Mar 2012

See all articles by Sunil Gupta

Sunil Gupta

Harvard Business School

Joseph Davies-Gavin

Harvard Business School

Date Written: April 21, 2011

Abstract

BBVA Compass, the 15th largest commercial bank in the U.S., 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 offline and online channels.

Learning Objective: To highlight the challenges involved in allocating marketing resources between (a) offline and online advertising, (b) display and search advertising, and (c) various display ad networks.

Suggested Citation

Gupta, Sunil and Davies-Gavin, Joseph, BBVA Compass: Marketing Resource Allocation (April 21, 2011). Harvard Business School Marketing Unit Case No. 511-096. Available at SSRN: https://ssrn.com/abstract=2020700

Sunil Gupta (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Joseph Davies-Gavin

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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