Bristol Myers Squibb Data Standards Cloud Implementation

This case study details the implementation of The Data Standards Cloud powered by AWS at Bristol Myers Squibb (BMS), a global biopharmaceutical company. The initiative aimed to enhance data management and tracking capabilities across various marketing teams. Prior to this implementation, BMS faced challenges with managing UTM codes through manual processes, leading to inefficiencies and increased billable hours for data analytics teams. The onboarding process involved collaboration among marketing teams to identify crucial data points for campaign success. A key feature of the platform is the CID tracking parameter, which allows for extensive metadata to be appended to a single code, improving tracking without lengthening URLs. The implementation has resulted in a more holistic view of customer journeys, enabling BMS to engage healthcare providers more effectively. Additionally, the transition to this platform has yielded significant cost savings and improved operational efficiency, marking a transformative step in BMS's marketing strategy.