GlaxoSmithKline implements a cloud-based digital marketing platform

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Healthcare and pharmaceutical company GlaxoSmithKline (GSK) has developed a new digital marketing platform designed to easily build and deploy digital communications and analytics, said GSK's manager of product communications Jennifer Armstrong. GSK tapped technology companies Infosys and Fabric Worldwide to implement the platform.

The new cloud-based technology is geared toward allowing “easier building and deployment of digital assets and advanced analytics to ensure we can respond to the way in which customers and consumers wish to engage with us online,” Armstrong said in an email.

Armstrong said that after a “rigorous and competitive selection process,” Fabric and Infosys were chosen. She did not say what criteria the company used to make the selection.

The framework of the digital marketing platform will help GSK listen to consumers across many digital channels, Armstrong said. It was built to allow GSK's teams to work more efficiently and to save money, Armstrong said.

Timothy Barnes, chief strategy officer at Fabric, said his company's role was to provide a marketing operating system to enable GSK to standardize marketing and data collection across all of its brands. This includes email campaigns, digital marketing and other efforts, he said.

GSK spent $1.4 billion last year on advertising. GSK's subsidiaries include Stifel Laboratories, Aquafresh and Nicorette.

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