Alimama, an Alibaba marketing platform, held a meeting to discuss big data’s influence on marketing transform in Hangzhou on March 20 in 2014.
According to the general manager of Alimama, it was going to build a marketing system centered on DMP (Data Management Platform) in 2014, improving enterprises’ data usability more effectively. Precision marketing brought by big data would optimize media advertising value continuously.
Alimama is the biggest open marketing platform in China. General manager Wang Hua believed Alimama could compete with Google in marketing, DMP helped Alimama achieved more than Google in comprehensiveness of data and diversities in marketing systems. Alimama was building the biggest marketing ecosystem in the world which would link data from online shopping, map, online community behavior, weather, mobile behavior and third-party DSP together. It aimed at helping brands to integrate online data with offline CRM to completely monitor customer’s behavior, reaching them more precisely.
“Google does not have the advantage in big data linking,” stated by Chen Jie, Chief Analytics Officer from Acxion, “Google only has displaying ad and search ad big data, but it can not collect data from online shopping, daily life and social networking. Data collected from a single medium could not help brands to solve problems.”
In October 2013, Buick Regal analyzed consumer behavior data and favorites sharing information, and found a connection point which excited consumers most. It attracted 25,000 consumers to try on Buick Regal in two weeks, hitting a new record.
Video and Wireless Will Be Main Current
In 2014, Alimama will focus on developing video and wireless resources, wireless marketing will be integrated into game, weather, food and drink and photo apps without interfering consumers. Alimama becomes a crucial link in Alibaba’s O2O wireless marketing plan.
Alimama wants to build a technology-driven big data marketing ecosystem, making more people to use and share data therefore achieving media advertising value and brand marketing effect.