Alibaba and Kantar team up

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Alibaba Group and Kantar announced at Cannes Lions last week that they have joined forces to redefine brand-building strategies to address the Chinese market with three solutions in improving strategy.

The partnership leverages Kantar’s research IP and Alibaba’s consumer insights and data on Chinese consumer behaviour.
As a result of the partnership, Kantar has released three high-level solutions for linking brand-building strategies with in-market activation, enabling marketers to “respond to today’s market conditions today” as well as enabling brands and businesses to facilitate long-term brand growth while seeing short-term market impact.
These solutions involve looking at real-time brand trends, enabling marketers to instantaneously act upon insights and measure a campaign’s performance as it happens. The collaboration will allow brands to understand consumer needs four times faster and be up to 40 percent more cost-effective, said Eric Salama, CEO of Kantar.
“The Chinese market is one of the most difficult and rewarding places in the world to do business.”
They aim to redefine brand building in China by co-creating an integrated ‘insight to activation’ platform that will help CMOs to develop, measure and optimise their marketing activities at ‘China Speed.’
And help brands realise the vision of ‘real time’ brand and campaign management.
“The combination of Alibaba’s unparalleled understanding of over 500 million mobile Chinese consumers, created by leveraging Alibaba’s technology, data and rich consumer insights when combined with Kantar’s proven methodologies is transforming brand and product loyalty,” added Chris Tung, CMO of Alibaba Group (pictured).
Chris Tung, CMO of Alibaba Group
Alibaba Group recently opened its national office in Malaysia, marking a new chapter in the company’s deepening strategic cooperation with Malaysia, which is the first eWTP hub outside of China.

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