How Alibaba Is Pushing to Leverage Its Consumer Data for Brands
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Alibaba, China’s e-commerce giant, knows a lot about its shoppers. It knows what they’re searching for, what they buy and their path to purchase. It has data on what videos they watch. It has access to map data from smartphones.
The company has been on a big push to use that data better for brands that buy ad space on its platforms; on that front it’s made purchases in ad-tech and mobile. One newer development is partnering with agencies for help working with brands, as they try to match brands’ products with the most receptive consumers, and offer more personalized messages for them.
Through Alimama, the company’s online marketing arm, it has teamed up with four first-wave agency partners: WPP’s OgilvyOne China, Omnicom Group’s Nim Digital, Dentsu Inc.’s &C, and independent player Hylink.
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