Data operations challenges, such as lack of access to key data sources, integration issues, and lack of visibility into the ELT process, prohibited Bayer from realizing the full potential of their digital marketing strategy.
While Bayer was using an all-in-one marketing tool that combined the functions of ELT, data integration, data warehouse, and dashboarding in a single solution, the solution was not expansive enough to sustain Bayer’s digital marketing strategy and data operations.
The tool came with pre-built data connectors, but did not cover several of Bayer’s data sources. Integration issues also meant that Bayer could not combine key data sources with Twitter data for more insightful campaign analysis. Of particular concern was the lack of visibility into the ELT process due to a “black box” approach where tests were performed without having knowledge of the internal code structure and implementation details—making it difficult to customize, analyze, and maximize campaigns on Twitter.