A Multinational Healthcare Company Unifies Campaign Data Across Three Global Businesses

This Fortune 500 healthcare company invests billions of dollars annually in marketing, spanning three global businesses — pharmaceuticals, vaccines, and consumer healthcare. Distributed marketing and sales teams leaned on multiple channels and techniques, and a wide bench of vendors and agencies produced campaign collateral in isolation from one another. Internal and external groups each built their own campaign tracking parameters, with no shared standard between them.

The Challenge: Inconsistent Campaign Data Management

Inconsistency between teams — and the campaign data each one collected — blocked the organization from producing reliable, actionable insight at the brand level. Some markets exported classification data in Excel; others used entirely different methods, and the resulting sprawl of spreadsheet versions became too unwieldy to enforce as a standard process. Values and attributes for campaign tagging were created and applied without any shared convention, so market-level analysts couldn’t draw reliable conclusions about performance from data full of gaps and naming variations. Roll-up reporting at the geography level — the view brand leaders actually needed — wasn’t possible, because the underlying market-level data was siloed by construction.

Ultimately, leaders needed consistency across teams so brand and marketing could consolidate campaign data and analyze performance properly.

The Solution: One System, Dual-Level Governance

The organization selected Claravine to automate, validate, and govern campaign data across its disconnected teams. A former director of global multichannel data management described the shift as one that simplified a previously complex process, “especially with all of the agencies who were involved” — one solution replacing a patchwork of market-specific workarounds with global consistency in both data formats and data flow.

Central to that consistency was dual-level admin control. The organization established a country admin and a template admin to manage taxonomies and naming conventions that stayed market-specific where they needed to, while still rolling up to one governed standard. Permissions gave administrators the flexibility to divide labor across internal teams and external agency partners without losing that shared structure. Claravine’s team stayed hands-on through the roll-out, with admin access to troubleshoot each market as it came online.

The Results: Visibility Across Every Brand

Rolling out Claravine gave the company’s multi-channel marketing leads control over campaign deployment and real visibility into campaign execution on a regular schedule — connecting platform admins, brand teams, and agencies who had previously worked in parallel rather than together.

On the analytics side, the organization achieved complete, accurate data flow into Adobe Analytics, cutting down the unspecified and misclassified data that had obscured performance. That gave leadership a clear read on which brands and campaigns were working, informing decisions about where to invest further — and a central system for the data surfaced suboptimal and duplicate campaigns across brands that had previously gone unnoticed inside their own silos.