The Middle East and North Africa (MENA) region is home to some of the world’s most influential conglomerates and family businesses. These organizations often span multiple industries—retail, financial services, telecommunications, automotive, and more—operating diverse portfolios under a single corporate umbrella. While this diversification drives growth, it also creates a unique challenge: customer data is fragmented across business units, brands, and channels. The result? Siloed insights, inconsistent customer experiences, and missed opportunities for value creation.
For MENA’s conglomerates, achieving a single, unified view of the customer is not just a technical ambition—it’s a strategic imperative. As digital transformation accelerates across the region, organizations are seeking ways to break down data silos, harness real-time insights, and deliver personalized experiences that build loyalty and drive new revenue streams.
Enter Salesforce Data Cloud and Customer Data Platforms (CDP)—powerful technologies designed to unify customer data from every touchpoint, across every business unit and brand. By integrating data from marketing, sales, service, commerce, and beyond, these platforms create a “golden record” for each customer: a single source of truth that empowers organizations to understand, anticipate, and serve their customers like never before.
Publicis Sapient, strengthened by the acquisition of Changi Consulting—a leading Salesforce partner in the region—brings unmatched expertise in helping MENA’s largest enterprises unlock the full potential of Data Cloud and CDP. With a 100% Salesforce-certified team and a track record of over 400 successful projects across the GCC and wider MENA region, this partnership delivers:
As Ghassan Chkaiban, Salesforce Practice Lead – MENA, notes, “Many conglomerates and family businesses in our region have diverse portfolios with multiple entities, but they lack a centralized approach to manage data across their businesses. They’re looking for automation, 360-degree real-time customer insights, and the ability to apply data across different use cases like marketing, sales, and service. Salesforce Data Cloud and a CDP strategy can be game changers for these businesses.”
Increasingly, MENA businesses are also seeking to monetize their data. With Data Cloud and CDP, organizations can unlock the value of their data—whether through data-driven partnerships, new data products, or enhanced customer experiences that drive loyalty and revenue.
The digital revolution in MENA is just beginning. As conglomerates and family businesses embrace Data Cloud and CDP, they are not only solving today’s data challenges—they are building the foundation for tomorrow’s growth. Unified customer insights enable smarter decisions, more meaningful engagement, and the creation of entirely new business models.
Publicis Sapient and Changi Consulting are proud to be at the forefront of this transformation, helping MENA’s leading enterprises unlock the full value of their data and thrive in the digital age.
Ready to unlock unified customer insights and drive new value for your business? Connect with Publicis Sapient’s MENA Salesforce experts today.