By using a single, interconnected customer data source across all workstreams, multi-disciplinary planning teams can work towards a common vision.
Each data source is unique to the client and consists of the brand’s owned first-party customer data, bolstered with insights from Merkle’s proprietary data solution DataSource.
Alice Hatch, vp strategy and planning, Merkle EMEA said: “Using data-driven planning methods for market assessment alone is no longer fit for purpose at a time when customers are demanding integrated experiences and increased personalisation.
“The Pando Planning methodology enables multi-disciplinary planning teams to work from a unified data source for even the most granular of planning and buying decisions. By eliminating the existence of data siloes, clients are better placed to add value for consumers no matter where they appear in the marketing ecosystem.”