Kantar and Alibaba partner on insights activation

The partnership will bring together behavioural and brand insights from Alibaba’s base of 500 million Chinese consumers with Kantar research IP and methodologies into an ‘insight-to-activation’ platform.

Kantar has mapped and validated Alibaba’s Marketing KPI ‘Consumer Asset’ framework to its portfolio of marketing KPIs.

In the first outcome of the tie-up, Kantar China is launching three marketing insights and measurement solutions: brand measurement and diagnosis, which will highlight brand trends and signals using tools including Alibaba’s behaviour-based KPIs and Kantar Millward Brown’s Digital Behaviour Analytics; brand activation guidance and planning; and performance measurement and optimisation. The products are expected to be available from Q3 2018, Kantar said.

Eric Salama, chief executive of Kantar, said: “Our partnership with Alibaba is unique in the market place today. The combination of our proven IP and insights and capabilities with Alibaba’s deep understanding of their half-billion plus strong consumer base will be a ‘positive disrupter’ for the Chinese marketing landscape.”