Challenge

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.

Solution

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.

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