HOW BAYER STANDARDIZED A GLOBAL MEASUREMENT FRAMEWORK

Like all major enterprises, Bayer needed to unlock business-building insights to grow their brands. But without access to clean, consistent, democratized marketing data, and a prescribed way of looking at the business, their marketing teams were left scratching their heads. They set out to unite and integrate all performance and spend data, establish reporting and analytics standards, and scale it across the entire global organization—over 45 brands in 9 countries.

PROJECT SCOPE

COUNTRY PORTFOLIO MANAGERS

LOCAL BRAND MANAGERS

CHANNEL OWNERSGLOBAL BRAND

MANAGERS

BAYER WANTED COMPARABILITY FOR STAKEHOLDERS ACROSS ALL BRANDS, COUNTRIES, AND FUNCTIONS

REQUIREMENTS:

• Develop a global taxonomy and ensure consistent measurement of KPIs

• Make data available to many personas, at varying levels of aggregation

• Deploy custom metrics that prescribe how Bayer looks at the business

• Enable advanced analytics in downstream technologies, while maintaining one source of truth

THE SOLUTION

With the help of the Beckon team, Bayer developed a comprehensive data strategy, including a standard data taxonomy, custom metrics and dimensions. It was a big project, but credit their success to centralized resources, an organization-wide mandate, solid governance, and the flexibility and power of the Beckon platform.

The team centralized marketing performance and spend data in Beckon, beginning with 6 brands in the US market, and used their early success as a foothold to refine and scale their strategy across over 40 global brands. An internal roadshow was instrumental in encouraging adoption throughout the organization.

With trusted data flowing, the Bayer team rolled out recommended dashboards and scorecards, but allowed teams to customize for their specific use cases.

Take the time to do a full audit of what your infrastructure looks like. Evaluate what data you have (or don’t have!), the different reporting suites, what's being used and how, etc. Know all of those things before you begin your journey, that pre-work is incredibly valuable.

We never could have gotten here without Beckon.

—US Consumer Health Digital Strategy Lead

THE BENEFITS

“Bringing our data in house and having it available in real time allows us to be action-based rather than just to seeing history lesson several weeks down the road.”

“We didn't own our data, that was not ok with us. Now, there's been a fundamental shift from our agencies having, holding and managing our data and insights to Bayer building a powerful data platform internally, our single source of truth.”

“The thing I think I'm most excited about is, we're looking at sales data in the platform. Demonstrating sales numbers in real or near time, and using it to put context to the things we really care about, that's the promise of a new future.”

DEMONSTRATING MEDIA ROI

PARTNER TRANSPARENCY

AGILE DECISION MAKING

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