NEWS20 June 2018

Kantar and Alibaba partner on insights activation

Asia Pacific Data analytics News Retail Technology UK

UK & CHINA – Kantar and Chinese e-commerce company Alibaba have partnered to create an integrated insight platform aimed at aiding marketers’ activities in China.

Alibaba stock exchange_crop

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.”