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Friday, 03 July 2020 13:06

Alibaba Cloud, Unilever partner on ‘next generation’ digital marketing initiative

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Alibaba Cloud, the digital technology and intelligence backbone of China’s Alibaba Group, is partnering with multinational consumer goods company Unilever, in an initiative designed to enable Unilever to action next-generation digital marketing campaigns. 

Under the partnership, Unilever is using artificial intelligence (AI) and cloud-based technologies from Alibaba Cloud to optimise its omni-channel, online and offline demand generation activities.

In a joint statement the two companies say that, with “intelligent analysis”, Alibaba Cloud’s solutions can help to unlock detailed insights into Unilever’s customers buying patterns and behaviour, and the data-driven business intelligence could help Unilever “accelerate the creation of new and precisely targeted digital marketing campaigns” - and could also enable Unilever to predict more precisely and quickly respond to changing customer buying habits across multiple platforms.

“Taking Unilever’s digital marketing to the next level, Alibaba Cloud’s solution can support optimised brand experience for consumers’ purchasing journey through Unilever’s online stores in Taobao and Tmall,” the two companies said.

“The data intelligence provided by Alibaba Cloud can be easily translated into consumer insight, pivotal in enabling Unilever to expand its current and future product offerings in line with customer needs. The insights into anticipated and current customer demand, will also benefit Unilever’s supply chain, as well as optimise its route to market.

A range of technologies from Alibaba Cloud underpin the data intelligence analysis, which include machine learning and AI to spot customer and market patterns: Dataphin, a unified PaaS platform for intelligent information processing and management; Analytic DB, Online Analytical Processing (OLAP) managed database cloud service that can process “enormous amounts” of information in real-time; and Quick BI, an intelligent business analysis suite that generate business insights for enterprise users.

“With the strategic partnership, Alibaba Cloud will empower Unilever to leverage these technologies in the future,” the two companies said.

Fang Jun, VP Data and Digital, Unilever China said, “Customer buying patterns are ever changing; when and where they buy has caused marketing to become even more agile and precise in order to stay relevant and reduce marketing waste.”

“The use of Alibaba Cloud’s cutting-edge technology will ensure that our customers enjoy even more value from their relationship with the Unilever brand, through relevant campaigns and activities based on true insights into their buying preference.” 

“In the online, always connected world, getting customers’ attention is an ongoing challenge for marketers, so understanding what their customers want has never been more important. For marketers to keep on top of customers’ ever-changing needs and habits, the ability to understand their shopping habits is essential for keeping the brand messaging relevant for each customer,” said Selina Yuan, president of international business, Alibaba Cloud Intelligence.

“Alibaba Cloud’s solutions have the ability to unlock the customer insights needed, and are set to ensure Unilever continues to succeed and build brand loyalty with its customers amid a constantly evolving and complex market place.”  


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Peter Dinham

Peter Dinham - retired and is a "volunteer" writer for iTWire. He is a veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).

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