Kantar and Alibaba partner on insights activation

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.” 

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts