For the August 25 Live with MightyHive episode, I was pleased to be joined by special guest Jeff Rasp, VP Digital Platforms, Channels & Capabilities at Bayer. He and I discussed the many benefits of an airtight marketing data taxonomy and Rasp explained how consistent campaign naming conventions are the foundation of a Bayer in-house team that earned the AdExchanger award for “Best In-House Media Operation” in 2020.
According to a recent report conducted by Dataroma, 57% of marketers spend a week out of each month manually integrating data. As part of the MightyHive and Bayer partnership, Bayer established a sound taxonomy early in the in-housing process to essentially automate that task. And in “The Essential Role of Data Taxonomy in Bayer Digital Marketing,” Rasp explains how he distilled the KPIs of multiple departments into a unified naming convention capable of great versatility.
Today, the Bayer marketing team generates insights in minutes, not days. And in this episode, Rasp outlines how his team pivots to accommodate the diverse reporting needs across the company. Watch the video to see Rasp and I discuss:
- How to create a data framework and hierarchy
- The power of a well-planned media taxonomy
- Data governance and the importance of consistency
WATCH “THE ESSENTIAL ROLE OF DATA TAXONOMY IN BAYER DIGITAL MARKETING.”
VIEW THE SLIDES FOR “THE ESSENTIAL ROLE OF DATA TAXONOMY IN BAYER DIGITAL MARKETING.”
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