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1. Ngô Gia Lạc (31231022575)

2. Võ Thị Thu Phương (31231027046)
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4. Nguyễn Đỗ Quốc Việt (31231023851)
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Bayer: Big Data for Customer Insights

4-16 What opportunities are created for Bayer from the big data coming from
the four segments it operates in and from the Monsanto merger?

● Opportunities from big data coming from:

+ FROM FOUR SEGMENTS IT OPERATES IN: Bayer can

- Gain useful insights

- Model the proper supply

- Gain more valuable techniques for marketing mix decision-making,

formulation of marketing strategy, and daily business operations.

- Identify customers’ needs to promote sales

+ FROM THE MONSANTO MERGER: Bayer can

- gain more access to farmers than any other competitors in crop science by
helping them improve their financial results.

- Boost sales of other products such as seeds and pesticides.

- Make proper investments and identify the markets.

4-17 How does Bayer gather relevant marketing information to keep up with
customer demands in the four segments?

● Bayer gathers relevant marketing information to keep up with customer

demands in the four segments through various methods. Here are a few
important methods:

● Market Research: Bayer carries out market research to learn more about the
needs, preferences, and trends of its customers. Surveys, interviews, focus
 groups, and data analysis may be used in this process to comprehend consumer
behavior and spot business prospects.

● Customer Feedback: Bayer actively seeks feedback from customers through

social media listening, feedback forms, and customer satisfaction surveys,
among other methods. This helps them understand customer satisfaction levels,
identify areas for improvement, and respond to specific customer requirements.

● Competitor Analysis: Bayer researches its rivals' pricing, product offers,

marketing approaches, and consumer involvement. This aids Bayer in
maintaining its competitiveness and modifying its marketing strategy to
successfully satisfy consumer wants.
● Data Analytics: Bayer analyzes client data, such as purchase history, browsing
habits, and demographic data, using tools and methodologies for data analytics.
They are able to recognize trends, divide up their clientele, and tailor their
marketing strategies according to each person's tastes as a result.

● Partnerships and Collaborations: Bayer collaborates with external partners

including universities, research centers and industry experts to gain access to
information and expert insights. Thanks to this, they are able to keep up with
consumer demands and market changes.

● Observing Industry Trends: Bayer keeps a careful eye on developments in

technology, industry trends, and laws that can affect consumer needs. This
enables them to anticipate and modify their product offers and marketing
methods in response to changing consumer demands.

● Through the implementation of these techniques, Bayer guarantees that it

obtains pertinent marketing data in order to remain up to date with client
demands throughout the four segments and efficiently fulfill their expectations.

4-18 How does Bayer manage the information gathered from the various
stakeholders mentioned in this case?
● Bayer manages the information gathered from the various stakeholders in the
case through a systematic approach that involves the following key steps:
- Identification of stakeholders: Bayer identifies and categorizes its
stakeholders based on their relevance and impact on the company's
operations and objectives. This includes stakeholders such as customers,
patients, healthcare professionals, distributors, suppliers, regulators, and
government agencies.
- Data collection: Bayer collects information from stakeholders through a
variety of channels, including surveys, interviews, customer feedback
forms, market research studies, and social media monitoring. The company
 also collects data from internal sources, such as sales and marketing data,
clinical trial data, and customer support data.
- Data management: Bayer uses data management systems and processes to
organize, store, and analyze the information gathered from stakeholders.
This includes ensuring data security, privacy, and compliance with
regulations.
- Data analysis: Bayer uses data analytics tools to identify trends and
patterns in the data, and to gain insights into stakeholder needs, preferences,
and behaviors.
- Data sharing and communication: Bayer shares and communicates the
insights gained from data analysis with relevant stakeholders. This helps the
company to improve its products and services, to develop more effective
marketing strategies, and to build stronger relationships with stakeholders.
● Here are some specific examples of how Bayer manages the information
gathered from the various stakeholders mentioned in the case:
- Patients and healthcare professionals: Bayer collects data from patients
and healthcare professionals through clinical trials, surveys, and interviews.
This data is used to develop new drugs and treatments, to improve existing
products, and to provide more effective marketing and support to healthcare
professionals.
- Distributors and suppliers: Bayer collects data from distributors and
suppliers on sales trends, inventory levels, and customer feedback. This
data is used to improve the company's supply chain, to develop new
products and services, and to target marketing campaigns to specific
customer segments.
- Regulators and government agencies: Bayer collects data from regulators
and government agencies on new regulations and legislation. This data is
used to ensure that the company's products and services comply with all
applicable laws and regulations.

4-19 How are the steps of the marketing research process followed at Bayer?
Bayer carried out marketing research in an ordered, systematic and thorough way.
These are the steps that Bayer followed:
1. Identify or define the problem: The first stage is to precisely identify issues
that are needed to research . Bayer pinpoints the precise marketing problems
that have to be solved.
2. Forming the Research Plan: In this phase, Bayer creates a research plan that
includes the goals, research questions, and general strategy to be adopted. The
research budget, data collection techniques, and target audience are all included
in the plan.
3. Data Collection: Bayer uses two types of research techniques to get data.
Directly collecting new information through surveys, interviews, or
observations from target consumers. Analyzing pre-existing data from internal
and external sources, including databases, industry publications, and market
studies.
 4. Performing data analysis: After obtaining data, Bayer uses raw data to
identify patterns, trends that are relevant to the research. These data assist
Bayer in gaining a deeper insight into market, customer preferences and other
relevant factors.
5. Reporting and presentation: From the research findings, suggesting
recommendations such as marketing strategies, product development, and other
business decisions.

4-20: How does Bayer safeguard customer privacy in its marketing research?

● Obtaining informed consent: Bayer obtains explicit consent from customers

before collecting their personal data for marketing research purposes.
● Anonymizing data: Bayer anonymizes customer data at the point of collection
whenever possible. This means that the data is collected without any personally
identifiable information, such as marketing information, which is collected
from laboratories and electronic devices but automatically anonymized at the
point of collection.
● Working with specialized service contractors: When Bayer works with
specialized service contractors to handle customer data, it takes steps to ensure
that these contractors adhere to Bayer's privacy standards. This includes
requiring contractors to sign data processor agreements and monitoring them
regularly. In particular, Bayer works with Kansas City-based Consumer Orbit
to combine its own data with the firm's databases. However, this data is
anonymized, and Consumer Orbit is not allowed to use the data for its own
marketing purposes.
● Implementing a corporate compliance policy: Bayer encapsulates its
corporate values in what it calls the LIFE standard, which details the measures
that the company takes to prevent any ethical issues. This policy includes
specific guidelines on how to handle customer data in a responsible and ethical
manner.