Consumer goods giant will tap consumer insights to hone its marketing efforts

The deal sees the multinational consumer goods company able to optimise its omni-channel, online and offline demand generation activities using Alibaba Cloud’s artificial intelligence (AI) and cloud-based technologies.

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Alibaba Cloud’s solutions are geared toward unlocking detailed insights into Unilever’s customer buying patterns and behaviour. The Alibaba Cloud data intelligence can feed into consumer insight for targeted digital marketing campaigns, to adapt to changing customer buying habits across multiple platforms and optimise its route to market and supply chain planning.

Commenting on the new partnership, Unilever China VP data and digital, Fang Jun, said customer intelligence is needed given customer buying patterns are constantly 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," he said.

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