Сбер Marketing Resource Management (MRM)

Main article: Business Intelligence determination

2020: Start of the Marketing Resource Management system

On October 20, 2020 the Sbermarketing company (enters Sber's ecosystem) announced start of own IT solution for management of marketing resources — the Marketing Resource Management (MRM) system. The Sbermarketinga MRM system allows to manage within one platform the annual plan and the budget, marketing projects and separate advertizing campaigns and also to quickly receive analytical reports.

Sbermarketing brought to the market a single platform for management of marketing. Photo: adindex.ru.

According to the company, in this system it is possible to build econometric models on the basis of historical data and to predict efficiency of advertizing campaigns and channels. Use of a MRM system allows to prove expediency of marketing plans and expenses, being based on the confirmed data.

The IT solution developed by Sbermarketing simplifies management of creatives and content, helps to structure storage of media company assets and also to avoid risk of use of irrelevant materials or images without copyright. Data in different modules are synchronized, and reports are updated in real time: to users up-to-date information about a budget status, about accomplishment of KPI on campaigns is always available, to readiness of content and a creative, the status of approval, loading of a command.

In the Sbermarketinga MRM system it is possible to connect contractors to separate modules to put, approve and trace tasks for internal and external commands in one channel and to reduce in the general report. It provides additional transparency of processes for the head. The Sbermarketinga MRM system is already implemented in Department of marketing and communications of Sberbank.

Start of a MRM system will allow Sbermarketingu to be not only the technological partner for the clients, but also to enter the market of IT solutions for business. According to forecasts of Forrester, need of marketing specialists for MRM systems by 2023 will grow by 80%. In Russia probably the indicator will be slightly lower. However the marketing specialists working in competitive environment already need technological platforms quickly to react to market calls, to adapt even to radical changes in a consumer behavior and to provide transparency of business processes to top management. Stanislav Andreyev, the founder and the CEO Sbermarketinga told

A MRM system is relevant for the companies where in a command of marketing more than ten people work, there are tasks of promotion of several products or management of two and more contractors. At implementation a system is customized individually under the customer's tasks, allowing to adapt operation of modules for business processes of the enterprise.