The Middle East and North Africa (MENA) region is home to some of the world’s most influential conglomerates and diversified 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 fuels growth and resilience, 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.
Retailers in MENA face mounting pressure to deliver seamless, personalized shopping experiences both online and in-store. By leveraging Salesforce Commerce Cloud and omnichannel integration, leading brands have modernized their commerce platforms, optimized pricing and promotions, and created data-driven loyalty programs. For example, a global jewelry retailer partnered with Publicis Sapient to upgrade and optimize their Salesforce Commerce application, resulting in accelerated release cycles and a unified customer experience across markets.
Banks and financial institutions are embracing digital to meet rising customer expectations and regulatory demands. With Salesforce Financial Services Cloud, organizations can enable seamless onboarding, personalized advisory services, and secure, compliant customer engagement. For a top global insurer, Publicis Sapient implemented a foundational B2B Salesforce Marketing Cloud solution, empowering the client to identify, segment, and penetrate a complex customer base while maintaining compliance and scalability.
Telcos in the region are transforming to deliver next-generation connectivity and digital services. Salesforce solutions streamline customer service, automate sales and support processes, and enable proactive, personalized communications. For example, a leading technology provider’s new business unit achieved 100% adoption of Salesforce Sales Cloud, centralizing sales data and enabling accurate revenue forecasting and strategic decision-making.
Increasingly, MENA conglomerates are 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 ability to create a single source of truth for customer data not only improves internal decision-making but also opens the door to innovative business models and partnerships.
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:
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 is 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.