Publicis Groupe and Alibaba have partnered to harness data for brand building across Alibaba’s ecosystem.
The partnership will enhance Alibaba’s Uni Marketing framework, a product portfolio that uses data to control brand building across the Alibaba ecosystem.
The partnership will focus on key areas such as using Uni Desk to generate deep consumer insights that will inform content decisions and enable precision storytelling.
Both Alibaba and Publicis Groupe will co-create data for media planning features and functions tailored to client needs under the Uni Desk Tool suite. Specialists from Publicis will also work with Alibaba’s product teams to create and refine offerings in data labelling and segmentation methods, as well as success metrics and tracking enhancements.
The partnership will also focus on in-content innovation with Uni ID data infrastructure, using real-time data driven insights to design and inform locally relevant creative, as well as enable a customised content journey across the Alibaba ecosystem.
Lastly, attention will be paid to creating unique media and content solutions around key occasions and events, allowing brands to transform shopping occasions into ‘meaningful life moments’.
