Canon Integrates Marketing Database with Google Cloud Platform to Gain Single View of Customers
A more clear snapshot of customers - one rooted in data - guided a shift from product manufacturing and innovation to a consumer-centric approach.
Challenge
* Actual results vary by + / - 10% on a day-to-day basis.
Canon needed to redesign its entire B2C strategy—from product development to retail experience of end customers. Developing a 360-degree view of the customer, generating insights, and setting up marketing channels for meaningful interaction with customers were key to the success of this initiative. Canon's data was siloed, with no common identity of customers or communication across systems.
Michael Lebron,
Sr. Director, IT Innovation Center, Canon
Approach
Merkle built a best-in-class CRM ecosystem that integrated Canon’s consumer database and multi-channel campaign management platform on top of Google Cloud. By integrating Canon’s offline and online data within the CRM ecosystem, the team can easily access customer feedback and engagement, as well as analytic insights and reporting in one single place. In addition, Canon can now integrate offline and online data sources to collect and ingest customer data and create audience segments based on real-time customer behavior.
What does it take for an 82-year-old brand with a heritage in product manufacturing and innovation to become consumer-centric? Get the real story behind Canon's transformation.
Results
Keys to success
- Merkle delivered a CRM database to support marketing campaigns, reporting, and analytics by ingesting data from Canon and its affiliates
- GCP based solution was integrated with Canon's customer data platform (CDP), Merkle's identity resolution solution, M1 Identity, and Oracle Marketing Cloud
