Bayer Unifies Marketing Measurement to Drive Impact and Efficiency

With the ever-expanding array of marketing measurement tools, methodologies and platforms available today, getting a unified, end-to-end view of performance is anything but simple — especially when multiple teams are involved.

This was the exact challenge Bayer faced: Its team used both multi-touch attribution (MTA) and marketing mix modeling (MMM) to satisfy its measurement use cases, but misaligned metrics across both methodologies ended up creating confusion instead of certainty.

By partnering with TransUnion^®, Bayer was able to unify its disparate measurement approaches into a single, robust view of performance — accelerating time to insight, empowering teams across disciplines and boosting incremental ROI by 6%. To learn more about how TransUnion helped Bayer transform its marketing measurement, download the full case study.