Cross-Platform Data Integration for Global Brands

doi:N/A

eISSN: None / ISSN: 1010-7347

Journal of International Marketing and Marketing Research

2025, Volume 3, Issue 1 : 1-4

Research Article

Cross-Platform Data Integration for Global Brands

Marcus Leung

Olivia Hartman

Institute for Digital Strategy & Cloud Infrastructure Hong Kong University of Science and Technology

Center for Global Data Systems & Consumer Analytics University of Illinois Urbana-Champaign, USA

Abstract

As global brands operate across multi-channel digital ecosystems—social platforms, mobile apps, retail systems, CRM databases, ad networks, and cloud environments—data fragmentation has emerged as a critical strategic challenge. Cross-platform data integration enables brands to unify consumer profiles, streamline analytics, improve customer experience, enhance personalization, and facilitate real-time decision-making. This paper synthesizes literature from enterprise data architecture, marketing analytics, interoperability standards, cloud computing, and identity resolution. It introduces the Global Cross-Platform Data Integration Framework (G-CDIF) comprising five layers: Data Collection & Ingestion, Identity Resolution, Interoperability & Standardization, Real-Time Orchestration, and Governance & Compliance. The study emphasizes the importance of privacy regulations, API infrastructure, and cultural data variability for multinational firms operating across borders.

Keywords

Data integration

Global brands

Customer data platforms

Cross-channel analytics

Interoperability

Data governance

Identity resolution

License

Creative Commons License

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