It's only possible to build relationships with people you know. That's people-based marketing — identifying real people, leveraging the data behind them to create personalised experiences, and then relentlessly measuring that over time.

Data integration and organisational restructuring has helped to transform a 300-year-old global financial services company rooted in heritage, into a customer-led, agile organisation delivering phenomenal results.

At Merkle we deploy decisioning technology to automate and personalise marketing at scale and personally target individual customers. Here, Merkle’s Rob Mcleod explains why companies really do need to put their customers at the heart of everything they do and how the Customer Engagement Platform enables this to happen.