Bayer's Global Head of Data Driven Marketing Emre Acikel discusses how integrating creative and media analytics has improved marketing campaign effectiveness at Bayer by up to 15% by revealing which creatives and audiences perform best.

He also explains how connecting creatives to campaign data through an AI tool provided valuable insights, while acknowledging barriers to changing existing practices.

Listen for all the details and to learn how to maintain hands-on experience and learn new skills to differentiate yourself in an ever changing marketing environment.