From gut feeling to data basis: BYK begins the journey to a data-driven company

As in many companies, strategic marketing decisions at BYK were previously influenced by stakeholders and subjective assessments. The desire to base these decisions more reliably on data was clearly stated – as was the goal: creating a reliable, future-oriented decision foundation.

In the search for a strategic and practice-oriented partner, synaigy was chosen. Because in the very first meeting, it became clear that synaigy is not about buzzwords, but about concrete solutions that work.

The starting point was a comprehensive implementation audit to make the status quo transparent. It quickly became clear where potential on the web lies – and where targeted measures can immediately create added value.

Based on this, the decision was made for a Build-Measure-Learn cycle – an iterative approach from lean management. The goal: rapid progress with minimal complexity. No project on the drawing board, but real practical proximity.

A particular success factor of the project is the close collaboration between BYK's digital marketing and digitalization team and synaigy's data and analytics specialists. With clear agile guidelines and regular quarterly and weekly planning, not only is the data strategy advanced, but the joint way of working is also continuously developed. Retrospectives help to transparently reflect and purposefully improve collaboration – always with a view to efficiency and impact.

Another focus is on data insights: not only collecting data but also making it deliberately accessible and transforming it into management-relevant information. Here, too, the Build-Measure-Learn principle applies – fast cycles, continuous optimization, real results. Specifically, this means:

• Better data quality

• Clearer controlling metrics

• Relevant dashboards for daily business

The path to a data-driven company is not a sprint, but a well-planned process. Strategy, methodology, and the courage to question existing things and rethink familiar processes are decisive. Together with BYK, synaigy shows what this path can concretely look like – with clear goals, measurable progress, and the right mindset. BYK is on course. The journey has begun. And the direction is right.