From gut feelings to data-driven decisions: BYK embarks on its journey to becoming a data-driven company

As in many organizations, strategic marketing decisions at BYK had previously been shaped largely by stakeholder input and subjective assessments. The desire to base these decisions more firmly on reliable data in the future was clearly defined, as was the goal: to establish a robust and future-proof foundation for decision-making.

In its search for a strategically minded and hands-on partner, BYK chose synaigy. From the very first meeting, it became clear that synaigy is not about buzzwords, but about practical solutions that deliver real results.

The starting point for our collaboration was a comprehensive implementation audit designed to provide a clear picture of the current state of affairs. It quickly became clear where opportunities lay on the web - and where targeted measures could immediately create added value.

Based on this, the decision was made to adopt a “Build-Measure-Learn” cycle - an iterative approach derived from lean management. The goal: rapid progress with minimal complexity. Not a project on the drawing board, but a truly practical approach.

In workshops and deep dives, relevant KPIs were refined, redefined, and integrated into operational reporting. Another key component was the further development of the Tealium tag manager solution already in use: synaigy took over operational support, performed a refactoring, and implemented new features - including a clean, future-proof tracking setup.

A key success factor of the project has been the close collaboration between BYK’s Digital Marketing and Digitalization teams and synaigy’s data and analytics experts. Guided by clear agile frameworks and regular quarterly and weekly planning cycles, the teams have not only advanced BYK’s data strategy but also continuously improved the way they work together. Retrospectives provide a structured forum to reflect on progress, identify opportunities for improvement, and strengthen collaboration with a constant focus on efficiency and business impact.

Another important focus area is turning data into actionable insights. Rather than simply collecting data, the goal is to make it accessible, meaningful, and relevant for decision-making across the organization. Following a build-measure-learn approach, the teams work in short feedback cycles, continuously optimizing processes, reporting, and outcomes.

This has resulted in:

• Higher data quality

• Clearer performance and decision-making metrics

• Relevant dashboards that support day-to-day operations

Another key focus is on data insights: not just collecting data, but making it accessible in a targeted way and transforming it into information that supports effective decision-making. Here, too, the build-measure-learn principle applies, with rapid cycles, continuous optimization, and tangible results.

In concrete terms, this means:

• Improved data quality

• Clearer performance and decision-making metrics

• Relevant dashboards for day-to-day operations

Becoming a data-driven organization is not a sprint. It is a carefully planned journey that requires a clear strategy, the right methodology, and the willingness to challenge established practices and rethink familiar ways of working. Together, BYK and synaigy demonstrate what this transformation looks like in practice: clear objectives, measurable progress, and a mindset focused on continuous improvement.

BYK is on the right path. The journey has begun, momentum is building, and the direction is clear.