Merkle aims to tackle data siloes with new planning tool

data_again1Merkle is ramping up its efforts to help clients make the most of their customer data with the launch of yet another tool, dubbed Pando Planning, which the business claims will help clients break down their data siloes.
The Dentsu Aegis Network agency argues that all too often, media is bought based on different and sometimes contradictory insights, derived from multiple datasets. This results in wasted spend and inefficient campaigns.
However, Pando Planning aims to solve this problem by using a single data source across all workstreams. Each data hub is unique to the client, and consists of the brand’s first-party customer data, bolstered with insights from Merkle’s proprietary data solution, DataSource.
By using this methodology, Merkle claims that multi-discipline teams (both internal and external) are able to seamlessly plan and buy media using the same customer insights.
The agency insists that this ensures clients can target the right consumers across all channels.
Merkle EMEA vice-president of strategy and planning Alice Hatch 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 data siloes, clients are better placed to add value for consumers no matter where they appear in the marketing ecosystem.”

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