HOW BAYER STANDARDIZED A GLOBAL MEASUREMENT FRAMEWORKLike 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 SCOPECOUNTRY PORTFOLIO MANAGERS LOCAL BRAND MANAGERS CHANNEL OWNERS GLOBAL BRAND MANAGERS BAYER WANTED COMPARABILITY FOR STAKEHOLDERS ACROSS ALL BRANDS, COUNTRIES, AND FUNCTIONS REQUIREMENTS: • Develop a global taxonomy and ensure consistent measurement

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