It uses a single, interconnected customer data source across all work streams with each data source unique to the client, consisting of the brand’s owned first-party customer data, supported with insights from Merkle’s data tool, DataSource.

Alice Hatch, vice-president of strategy and planning, Merkle EMEA said: “Using data-driven planning methods for market assessment alone is no longer fit for purpose 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.”