Canon

CRM ecosystem

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distinct data sources integrated on Google BigQuery

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unique customers, loaded from 10+ years of CRM database history onto Google Cloud Platform (GCP)

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customers, reached through 30 new campaigns, allowed Canon to advance its CRM startegy

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,...

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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.

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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...

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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.

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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

“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.”
Mike Lebron, Senior Director and Division Head of IT Innovation Center, Canon U.S.A

Merkle

We Power the Experience Economy.

Merkle, a dentsu company, powers the experience economy. For more than 35 years, the company has put people at the heart of its approach to digital business transformation. As the only integrated experience consultancy in the world with a heritage in data science and business performance, Merkle delivers holistic, end-to-end experiences that drive growth, engagement, and loyalty. Merkle’s expertise has earned recognition as a “Leader” by top industry analyst firms, in categories such as digital transformation and commerce, experience design, engineering and technology integration, digital marketing, data science, CRM and loyalty, and customer data management. With more than 16,000 employees, Merkle operates in 30+ countries throughout the Americas, EMEA, and APAC. 

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