Bayer's Paul Gelb On A Bottom-Up Approach To Planning

Paul Gelb, head of programmatic and social at Bayer, oversees consumer health brands like Coppertone, Aleve, Dr. Scholl's and Clariton. In an interview with MediaPost's Steve Smith, he explains how he is putting digital reach at the center of the marketing plan. "We're targeting people by stores that have inventory, dynamically telling them how far away that store is, that day's pricing or promotion and then measuring the actual purchase through matching sales."

Bayer is focused on six scaled platforms: Amazon, Facebook, Twitter, Pinterest, YouTube, and programmatic. 

Find the rest of this session and more at our Data & Programmatic Insider Summit Agenda page.

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