Case Study: Bayer achieves standardized global measurement and real-time marketing insights with Beckon

How Bayer Standardized A Global Measurement Framework

Bayer needed a single, comparable way to measure marketing performance across its global consumer health portfolio—more than 45 brands in 9 countries. Without clean, consistent, democratized data or a prescribed view of the business, global brand managers, channel owners, country portfolio managers and local brand teams couldn’t reliably compare KPIs or scale insights across markets.

Working with Beckon, Bayer implemented a standard data taxonomy, custom metrics and centralized marketing spend and performance data, starting with six U.S. brands and scaling to 40+ global brands through strong governance and an internal roadshow. The platform delivered recommended (and customizable) dashboards and scorecards, enabling real-time, in-house data for agile decision-making, greater agency transparency, a single source of truth, and near‑real‑time demonstration of media ROI.

Bayer