Bayer
Pharmaceutical leader successfully speeds up analytics by linking 30% more data sources, achieving full pipeline transparency with Boomi Data Integration.
Business goals
Bayer, a German pharmaceutical conglomerate, employs 100,000+ people and manages 170+ brands across health and agriculture. As a data‑driven enterprise, it sought precision and performance in marketing analytics.
However, Bayer’s legacy platform lacked scalability due to its rapidly expanding data sources vital for campaign optimization. The company decided to eliminate rigid tooling, and gain visibility into marketing data workflows, for fast and accurate insights. Integration and analysis from ad platforms to CRMs were essential to maintain competitive agility.
Integration Challenges
Bayer’s legacy marketing platform bundled ETL, but lacked flexibility and transparency. It offered too few pre-built connectors, limiting access to critical data sources.
Opaque, black-box processes obscured how data was handled, and delayed, low-granularity insights hindered timely action. Teams also depended on vendor timelines to add or update connectors.
Collectively, these constraints blocked the scaling of data operations and undermined trust in reporting, weakening Bayer’s ability to integrate sources, optimize campaigns, and move quickly overall.
How Boomi Helped
Boomi Data Integration enabled Bayer to quickly upgrade its marketing data stack with more than 200 ready-to-use connectors and infinite custom sources, instant integrations with platforms such as Snapchat, Twitter, Gmail, and S3, and seamless ETL capabilities into Snowflake for direct visualization in Tableau.
Boomi’s data workflows provided visibility and governance for orchestrating and automating them. Data engineering and analytics teams used Boomi to manage ingestion, transformation, and delivery from a single platform, without custom code, or third-party tools.
Results
After adopting Boomi Data Integration, Bayer connected more than 30% of its data sources within six months and replaced opaque, “black box” integrations with full transparency. Fully automated data workflows now cut time-to-dashboard while boosting accuracy.
Marketing analytics are more robust and responsive, enabling faster optimization and stronger campaign performance. Boomi’s flexibility and speed enable Bayer to control its expanding data landscape, from ingestion to delivery, without bottlenecks.
