The tool attempts to eliminate technology silos by unifying bespoke insights, media management and retail operations, and provide clients with a clearer picture of their business.

Features include access to unified Amazon Marketing Cloud analytics as well as data integrations and access to a dashboard for managing retail operations and media.

Samantha Bukowski, GroupM’s global head of commerce, said: “Our focus is on how we use technology to answer our clients’ business problems, drive incrementality and simplify operational complexity.

“Our work with Pacvue makes that possible across markets, giving our clients the leading edge in a space where innovation has to be a constant.”

Melissa Burdick, co-founder and president at Pacvue, added: “This partnership is a testament to our ability to work with partners like GroupM to build innovative and scalable solutions tailored to provide superior, differentiated benefits for clients.

“By leveraging our combined expertise, we are enabling brands to gain deeper insights, optimise strategies and unlock new opportunities for growth and success.”