3M is a global company with a 100-year history of innovation. But with operations in 65 countries and more than 60,000 products, the role of the marketer at 3M is enormously challenging.

Beginning in 2013, 3M engaged dataxu to help the company use programmatic techniques to provide fresh insight into its customers and to increase the effectiveness of its digital media investments.

Spearheading these efforts was Raj Rao, a veteran who began his career learning from the best at Procter & Gamble, and honing his skills at Brunswick, Life Fitness and for the last five years at 3M where he now leads their Global eTransformation initiative.

I sat down with Rao at 3M’s St. Paul headquarters for an hour-long discussion about the challenges and opportunities of marketing in the programmatic era.

These three short videos capture three great topics.

I hope you find the discussions as illuminating as I did.

Ed Montes, CRO

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