Alibaba’s New ‘Uni Marketing’ a Game Changer for Brands

Alibaba Group has launched a powerful new suite of marketing services that leverages data collected from the company’s 450 million active users to deliver a level of targeting and reach not yet seen in the China market to brands selling on its e-commerce platforms.

Alibaba has been touting the power of the data thrown off by the consumers shopping, engaging with brands and consuming content on Taobao Marketplace and Tmall, as well as entertainment sites such as Youku and even local services such as Koubei. By tracking users across those sites with what the company calls a “unified ID,” Alibaba is able to not only tailor product recommendations to individual users, but also personalize the storefronts they visit according to their browsing and buying habits.

The Alibaba Ecosystem

Now, the Hangzhou, China-based company has created a set of tools that aggregates and analyzes that data so brands can better identify, target, reach and retain their customers. Alibaba calls it “Uni Marketing,” based on the unified IDs that make this customized tracking possible.

“Uni Marketing differentiates itself from other marketing tools by using the entire Alibaba ecosystem to inform businesses about their consumers, allowing them to target more effectively,” said Alibaba Chief Marketing Officer Chris Tung in a statement. Tung made the announcement during the Cannes Lions International Festival of Creativity in Cannes, France.

“By combining its massive data assets, businesses can identify, segment and build tailored content for the best results,” Tung said. “By revolutionizing data-driven marketing, Alibaba is evolving into a more strategic and sustainable brand-building platform.”


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Alibaba first teased the launch of Uni Marketing at its Investor Day summit earlier this month. During a presentation to about 400 analysts and investors at the company’s Xixi headquarters, Tung showed how data could be…

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