Latest Unilever Partnership to Focus on Next-Gen Digital Marketing

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Latest Unilever Partnership to Focus on Next-Gen Digital Marketing

By Alarice Rajagopal - 07/07/2020

Unilever is partnering with the digital and technology intelligence backbone of Alibaba Group, Alibaba Cloud, on a strategic initiative that is expected to enable Unilever to action on next-generation digital marketing campaigns.

In the partnership, Unilever will be able to utilize Alibaba Cloud’s artificial intelligence (AI) and cloud-based technologies to optimize its omnichannel, 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 behavior. 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.

Fang Jun, VP data and digital, Unilever China, says, “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.”

The cloud 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 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.

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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, Unilever can leverage these technologies in the future.