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Unilever chooses Alibaba Cloud solutions to bring marketing game to new heights

Alibaba Cloud has partnered with Unilever, a multinational consumer goods company, to enable next-generation digital marketing campaigns for the company.

Through the partnership, Unilever will utilise Alibaba Cloud's artificial intelligence (AI) and cloud-based technologies to optimise its omnichannel, online and offline demand generation activities.

According to a statement, Alibaba Cloud’s solutions will support optimised brand experiences for consumers purchasing journeys through Unilever's online stores in Taobao and Tmall.

The data intelligence provided by Alibaba Cloud can be translated into consumer insight, to help expand current and future product offerings in line with customer needs, the company states.

With intelligent analysis, Alibaba Cloud’s solutions deliver detailed insights about Unilever's customers buying patterns and behaviour.

The insights into anticipated and current customer demand will also benefit Unilever's supply chain, as well as optimise its route to market, the company states.

To aid with strategy, the data-driven business intelligence will be used to help Unilever bring to life new, targeted digital marketing campaigns. In addition, it is designed to help the company respond to changing customer buying habits across multiple platforms.

A range of technologies from Alibaba Cloud underpin the data intelligence analysis, which include machine learning and AI to spot customer and market patterns.

Unilever is set to leverage the following: Dataphin, a unified PaaS platform for intelligent information processing and management; Analytic DB, Online Analytical Processing (OLAP) managed database cloud service that can process large amounts of information in real-time; and Quick BI, an intelligent business analysis suite that generates business insights for enterprise users.

Unilever China VP data and digital Fang Jun says, “Customer buying patterns are ever changing; when and where they buy has caused marketing to become even more agile and precise in order to stay relevant and reduce marketing waste.

“The use of Alibaba Cloud’s cutting-edge technology will ensure that our customers enjoy even more value from their relationship with the Unilever brand, through relevant campaigns and activities based on true insights into their buying preference.”

Alibaba Cloud Intelligence president of international business Selina Yuan says, “In the online, always connected world, getting customers attention is an ongoing challenge for marketers, so understanding what their customers want has never been more important.

“For marketers to keep on top of customers ever-changing needs and habits, the ability to understand their shopping habits is essential for keeping the brand messaging relevant for each customer.

“Alibaba Cloud’s solutions have the ability to unlock the customer insights needed, and are set to ensure Unilever continues to succeed and build brand loyalty with its customers amid a constantly evolving and complex marketplace.”

The Unilever and Alibaba Cloud collaboration was announced at the Alibaba Cloud Global Summit.