Data Collaboration and Customer Growth in Europe
Across Europe, customer growth depends on a more trusted way to use data. Organizations are under pressure to deliver relevant experiences, improve marketing performance and create stronger loyalty, while also operating with greater care, transparency and control. That makes data collaboration more than a technical capability. It becomes a business model challenge: how to unify customer data, make it usable across the enterprise and work with partners in ways that support trust.
Publicis Sapient and AWS help European enterprises address that challenge by connecting cloud modernization, Customer 360, identity resolution, clean room collaboration and audience activation into one transformation agenda. The result is a stronger operating model for responsible data use—one that helps organizations move beyond fragmented systems and disconnected records toward a more complete, activation-ready view of the customer.
Build the foundation for trusted customer growth
For many enterprises, customer data is spread across CRM systems, marketing platforms, transactional databases, service applications, web interactions, email communications and mobile apps. That fragmentation makes it harder to understand customers clearly, personalize effectively and measure performance with confidence.
Publicis Sapient helps organizations use AWS to unify data from these sources into a Customer 360 that is more accurate, more usable and more valuable across the business. Instead of relying on siloed records, teams can work from unified profiles and extracted features that support better analytics, stronger audience intelligence and more relevant engagement.
This approach combines the technical backbone of AWS cloud infrastructure with the business capabilities needed to turn data into action. Core capabilities include inbound and outbound integration, activation, analytics, enterprise customer views and identity resolution. Publicis Sapient supports deterministic and probabilistic identity resolution as well as householding, helping enterprises connect signals across channels and create a more complete understanding of customer behavior.
Modernize personalization without losing control
In Europe, personalization needs a stronger foundation than campaigns alone. It depends on interoperable platforms, governed data flows and the ability to activate insights without creating unnecessary complexity. Publicis Sapient approaches personalization as a transformation challenge, not just a martech deployment.
Working with AWS, Publicis Sapient helps enterprises create a cloud-based data environment that supports growth across acquisition, engagement, retention and measurement. When infrastructure, data management and activation are designed together, organizations can improve audience insights, support more effective targeting, reduce acquisition costs and create more meaningful experiences across channels.
That foundation also makes it easier to operationalize personalization at scale. Unified customer data can support audience creation, campaign orchestration, journey analysis and more informed decision-making. For European organizations seeking to balance growth ambitions with data responsibility, this creates a more practical path forward: personalization built on trusted data, scalable architecture and clear operating discipline.
Enable privacy-conscious collaboration with clean rooms
As expectations around data responsibility continue to rise, many organizations need new ways to collaborate with partners while maintaining control of their underlying data. Publicis Sapient helps enterprises use AWS Clean Rooms to create secure environments for analysis and collaboration without sharing raw data itself.
This provides a practical model for partner collaboration in a market where trust matters deeply. Businesses can generate richer audience insights, improve measurement and support joint analytics in a more controlled environment. Instead of treating collaboration and control as tradeoffs, they can design for both.
Publicis Sapient’s Data Clean Room Quick Start workshops and virtual lab experiences help teams move from exploration to execution. These workshops are designed to help organizations examine identity questions in real time, shape safe and reliable data environments and apply modern personalization practices. They accelerate learning, clarify requirements and help stakeholders align around an operational model for data collaboration.
Put PS360 to work in partner ecosystems
Publicis Sapient’s Unified Audience Accelerator, also known as PS360, offers a practical way to bring collaboration and activation together. PS360 enables organizations to use data held in Salesforce Data Cloud within AWS Clean Rooms so they can collaborate with partners without sharing the underlying data.
For European enterprises, that means a more flexible way to match and analyze datasets, generate audience insights and improve measurement using first-, second- and third-party data. It creates a bridge between unified customer data and business activation—helping organizations turn collaboration into better planning, better engagement and new monetization opportunities.
PS360 is especially valuable for organizations that want to modernize audience collaboration while keeping control of critical data assets. It supports a model in which insights can move, partnerships can scale and audience strategies can evolve, without depending on traditional data-sharing approaches.
From cloud migration to activation-ready growth
Trusted data collaboration starts with the right cloud foundation. Publicis Sapient brings together cloud transformation strategy, data engineering, cloud architecture, migration services and security with customer data management capabilities that make information actionable.
Data migration strategy consulting helps organizations assess current environments, plan the path forward, execute migrations and validate outcomes so that customer data becomes more usable in the cloud. AWS immersion workshops, CDP Quick Start capabilities and clean room accelerators help enterprises shorten the path from concept to value. Together, these services support a progression from modernization to unification to activation.
Publicis Sapient structures this work around four pillars that help accelerate time to value:
- Data strategy to define priorities and value opportunities
- Technology to build flexible platforms and enrich existing tools
- Organization and governance to create scalable operating models over time
- People to equip teams with the capabilities needed to manage and analyze data effectively
This matters because durable growth does not come from infrastructure alone. It comes from aligning strategy, platforms, governance and execution so data can be used responsibly and effectively across the enterprise.
Why Publicis Sapient and AWS
Publicis Sapient works with AWS as an end-to-end digital business transformation partner, connecting strategy, product, experience, engineering and Data & AI to business outcomes. Together, Publicis Sapient and AWS help enterprises modernize workloads, unify customer data and create the conditions for trusted personalization and collaboration at scale.
With deep AWS expertise, cloud and migration capabilities, and a strong understanding of how customer data can be activated across channels, Publicis Sapient helps organizations move from fragmented systems to a modern growth engine. That includes Customer 360 solutions, identity resolution, AWS Clean Rooms, PS360, workshops and migration services designed to help teams get from ambition to execution faster.
A more trusted path to growth in Europe
European organizations do not need to choose between customer growth and responsible data use. With the right cloud foundation, unified customer view and collaboration model, they can pursue both.
Publicis Sapient and AWS help make that possible by combining modernization, Customer 360, clean room collaboration and audience activation into a practical transformation path. The outcome is a stronger model for trusted data use—one that supports personalization, insight, measurement and growth in a way built for the realities of Europe today.
If your organization is ready to modernize customer data capabilities and build a more privacy-conscious approach to collaboration, Publicis Sapient can help you turn that vision into an operational advantage.