Alibaba Cloud and Unilever to Usher in Next-Generation Digital Marketing Initiatives
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Alibaba Cloud, the digital technology and intelligence backbone of Alibaba Group – is partnering with Unilever, one of the biggest multinational consumer goods companies, in a pioneering strategic initiative that will enable Unilever to action on next-generation digital marketing campaigns.
In the partnership, Unilever will be able to utilize Alibaba Cloud’s trusted artificial intelligence (AI) and cloud-based technologies to optimize its omni-channel, online and offline demand generation activities. With intelligent analysis, Alibaba Cloud’s solutions can help to unlock detailed insights into Unilever’s customers buying patterns and behaviors. The data-driven business intelligence could help Unilever accelerate the creation of new and precisely targeted digital marketing campaigns. It 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 optimized brand experience for consumers’ purchasing journey through Unilever’s online stores in Taobao and Tmall. 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 optimize 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 realtime; 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 insights into anticipated and current customer demand, will also benefit Unilever’s supply chain, as well as optimize its route to market.”
Fang Jun, VP Data and Digital, Unilever China: “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.”
The Unilever and Alibaba Cloud collaboration was announced at the Alibaba Cloud Global Summit, in which “China Gateway 2.0” was also launched. The program, that Unilever is part of, hopes to help Alibaba Cloud’s partners and customers to accelerate their growth in China by capitalizing Alibaba Cloud’s local business expertise, technologies and matured ecosystem.
Questions & Answers
Q.What specific technologies from Alibaba Cloud will Unilever be utilising in this partnership?
What specific technologies from Alibaba Cloud will Unilever be utilising in this partnership?
Unilever will use Alibaba Cloud's trusted artificial intelligence and cloud-based technologies. This includes machine learning, Dataphin, Analytic DB, and Quick BI, to analyse customer and market patterns for better business intelligence.
Q.How will this partnership specifically benefit Unilever's online stores on platforms like Taobao and Tmall?
How will this partnership specifically benefit Unilever's online stores on platforms like Taobao and Tmall?
Alibaba Cloud's solution will support an optimised brand experience for consumers' purchasing journey through Unilever’s online stores. The data intelligence will help Unilever expand product offerings in line with customer needs.
Q.What is the primary goal for Unilever in adopting Alibaba Cloud's technology for its marketing initiatives?
What is the primary goal for Unilever in adopting Alibaba Cloud's technology for its marketing initiatives?
Unilever aims to make its marketing more agile and precise to stay relevant and reduce waste, as customer buying patterns are constantly changing. The goal is to provide relevant campaigns based on true insights.
Q.What wider Alibaba initiative is Unilever participating in as part of this collaboration?
What wider Alibaba initiative is Unilever participating in as part of this collaboration?
Unilever is part of the “China Gateway 2.0” program, launched at the Alibaba Cloud Global Summit. This program aims to help partners accelerate growth in China by using Alibaba Cloud's local expertise and ecosystem.