Haleon’s Journey to Scaling Global Marketing Effectiveness
Over the last 5 years, Haleon, one of the largest consumer healthcare brands in the world, partnered with Ekimetrics to build a global always-on measurement capability that fundamentally transformed how marketing decisions are made across the business. Replacing fragmented local analytics with a unified, enterprise-level system that empowers faster, smarter investment decisions for over 1000 marketers worldwide.
By embedding a shared language of performance, Haleon now plan, optimise and evaluate marketing with far greater consistency, comparability and impact across markets.
Listen to Haleon share their journey in our two short podcast episodes:
What we did
Challenge
Prior to partnering with Ekimetrics, Haleon lacked a consistent, comparable view of marketing performance, limiting confidence in global investment decisions.
- Inconsistent performance management and slow decisions: Ad‑hoc, manual workflows meant teams couldn’t access insights quickly or consistently, resulting in slower planning cycles, duplicated effort, and reduced clarity on which investments were driving growth.
- Limited ability to optimise spend globally: Different approaches across markets prevented like-to-like comparisons, making it difficult for global teams to allocate budgets confidently, identify scalable growth drivers, or communicate a unified performance narrative to leadership.
Our approach
Haleon and Ekimetrics built a single scalable measurement system designed to inform global decision-making, while still allowing teams to explore local, market-level detail. The approach focused on 4 core pillars:
- User-first design that drives adoption: We co-created the global framework directly with markets to define needs and ensure relevance. This helped establish trust, and strong local framework adoption
- Centralized, scalable data ecosystem: One cohesive ecosystem of data infrastructure, improving consistency and accelerating access to insights.
- One global measurement standard: A unified methodology places every market on equal footing, enabling fair comparisons and confident global investment decisions.
- Always-on Insight Access for continuous impact: Results don’t die in a deck, data remains live and continuously accessible via intuitive dashboards, giving senior leadership real-time visibility and enabling faster, in-market decisions.
Outcome
This transformation delivered a scalable, accessible, globally aligned measurement capability that now underpins marketing decisions across the entire organization:
- The global measurement program has elevated marketing into a real driver of business outcomes, contributing to six consecutive quarters of media contribution growth, with 12% of media contribution to sales
- From 24+ weeks to ~8‑week MMM model refreshes, enabling quarterly optimisation
- Nearing 80% of brands and markets covered in programme
- 1,000+ marketers trained and onboarded to self-serve media optimisation capability
- Local and global teams use the same performance language for planning, budget setting and in‑year decision‑making.
- Marketing effectiveness is now embedded in Haleon’s core processes, shaping conversations and investment decisions organisation‑wide.
