Alibaba and Kantar team up

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.

dtc logo
Is the Customer at the heart of your Digital Transformation?
On 19th of July, MARKETING will be organising a conference on Customer-Centric Digital Transformation (#DTCX2018) to help you answer that question. The conference will be driven by Paul Stewart who authored the best-seller ‘Branded Customer Service’ and currently is the Special Advisor, Strategy & Transformation for  P. S. Thinking. Drawing from his 25 years of diverse experience as a Chief Economist, CEO and consulting in organisational change, transformation and innovation Paul will be sharing his learnings and current trends in this realm.
He will be joined by key thought leaders in the areas of transformation, data analytics, customer service, branding, marketing, digital, human resources and more! Some of the key names who will be joining us include:

* Imran Kunalan Abdullah, Advisor/Principal Consultant – Digital Talent Development & Leadership and People Analytics
* George Aveling, CEO, TMI Malaysia
* Laurence Smith, Head, Asia Region, SmartUP
* Falko Leonhardt, Principal Consultant Transformation Strategy and Change, TMI
* Mohd Adam Wee Abdullah, Group CMO & Chief Customer Experience Officer, CIMB Group
* Rene Werner, Chief Customer Service & Customer Experience Officer, Celcom Axiata Berhad
Noelle Lim, Director, BFM Edge Education
Vigneswaran Sivalingam, Director of Operations, Teledirect of Telecommerce
Stephanie Caunter, Global Director, Marketing & Communications, Catcha Group
Get ready to be inspired by case studies on transformation, honest conversations on driving change and actionable insights you can take back to implement in your organisation.
Date: 19th July 2018
Time: 8.30 am -6.00 pm
Venue: Sime Darby Convention Center, Bukit Kiara
For more information on DTCX 2018:
Click to visit DTCXJuly19 Microsite.
Download PDF Programme here.
Contact Amira [email protected] | 03 7726 2588
Book your spot early to avoid disappointment!


MARKETING Magazine is not responsible for the content of external sites.



Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene