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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. 

“Google Cloud and Merkle played a big role in helping us advance Canon’s B2C strategy: Google provided us the scalable platform, while Merkle leveraged its marketing and data management expertise to build a holistic solution that drives world-class omni-channel customer experiences.”

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

50
Distinct data sources integrated on Google BigQuery *
24M
Unique customers, loaded from 10+ years of CRM database history onto Google Cloud Platform (GCP) *
750K
Customers, reached through 30 new campaigns, allowed Canon to advance its CRM strategy *

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

Discover how we did it. Contact us today.