Ali Mom: Big Data Redefines Brand Marketing DT Leads The New Era Of Data Marketing

Damour is wise and wise.

The marketing platform "Damour sword" media conference was held in Beijing.

In August 18, 2015, Ali's mother, Damour, "wisdom and Swords" -- the big data marketing platform "Damour Jian" media conference was held in Beijing.

Ali mother vice president Cheng Hua Yi, Ali mother CMO Zhen, Alibaba group chief researcher Xue Guirong (big), Alibaba senior data expert Mao Bo (Yi guest) and Ali mother

Cao Kai, director of product center, attended the conference and opened the "Damour sword" together to open the door of Ali hologram.

Ali mother big data marketing platform "Damour sword" will help the brand advertisers grasp the key moment of marketing in the unpredictable consumption market in the future, and help brand marketing become a sword.

"Damour sword" is the first big data brand marketing product launched by the new Ali mom at full speed after sailing, and is also the leading real big data marketing platform in China.

Relying on the real life data of the Alibaba group and the one-stop touch up of the cross screen media, "Damour sword" will provide the brand advertisers with the digital data full coverage of big data marketing services.

Take the lead in opening up Ali big data, DT leads the new era of data marketing

There is a saying in the industry: people who get data get the world.

Whoever can sit on the big data will get the core right to speak in the field of digital marketing.

In China

There are few companies in the market who can really enjoy big data, while Ali's mother holds the core business data of Alibaba group, and uses a powerful Super ID system to seamlessly connect all data of Ali's demographic attributes, consumption data, geographical location, browsing behavior, payment behavior and social data, covering more than 630 million users, almost all netizens.

The latest product, Damour sword, is the only authorized product that can truly use the Alibaba real data to do the global brand marketing.

It also means that from today on, as long as through Ali's mother "Damour sword", advertisers can use Ali's holographic data in the scope of the whole media, instead of just confined to Amoy or Ali's system.

Cheng Huayi, vice president of mother Ali, said in the speech of "Ali's mother brand marketing strategy layout": "through the integration with the Yi media, the new Ali mother has greatly promoted the data driven brand marketing service capabilities of the brand customers, especially the world's top 500 customers. Ali's mother will accelerate the pace of innovation, firmly establish the marketing base of e-commerce, and open up a new situation of brand marketing.

At the same time, Ali mother is not a media, more than just a business media, Ali mother is a platform, this platform across the portal, vertical, video, social networking, PC, mobile and OTT, the daily average of over 20 billion traffic, is an incomparable giant in today's market.

Today, customers through Ali's mother today's big data marketing platform - Damour sword, can be one-stop docking almost all the media in the market, and use Ali big data to analyze, judge and push matching advertising, Ali big data value will contribute to the entire industry.

These consumers' interest preferences, behavioral tendencies, networks and geographical trajectories in life can be used for accurate user coverage and sneak tracking in brand marketing, which will help customers greatly improve the efficiency of media delivery and maximize input output.

Through Ali's mother Damour sword, these valuable data can be applied in the global circulation, so that Ali big data can really Ochichi Sone.

This is the first step for Ali to open up marketing and enlarge the data, and also make Ali mother become a handful of Companies in China today who are willing to open data for marketing.

Ali holographic big data, to achieve real cross screen tracking

Traced back to the past two stages of data marketing: 1. early inaccuracy, slow labor in the artificial age, unable to distinguish the audience, buy a location for a whole day; 2. 2012 years later, the procedural age, through technology and sample data to identify some of the audience, to achieve cookie based delivery.

Programmed trading is the most popular word in data marketing in recent two years, but people often neglect the most crucial fact: where is the big data? Where is the big data? Thousands of thousands of people are advocated in the process of trading. Actually, in the past period, it has not actually done thousands of people. For example, a person has a computer, a cell phone and a flat panel. In most of the cognition of advertising system, he will be three people. This kind of "swimming lane effect" based on cookie or mobile device number to collect consumer data is obviously difficult to achieve cross screen. Advertisers have also wasted half of their budget to cover the same people.

And Ali's mother's thinking is totally different. Based on the only cross screen and strong account system in the market, breaking through the different data "swimming lane" formed by different terminals, reducing the fragmented behavior of consumers into a complete person, greatly improving the efficiency of coverage, and achieving a real cross screen tracking.

CMO Damour, the mother of Ali, said: "the sword of Damour" will cross screen, cross screen devices, CRM and user ID to achieve real real person identification, coupled with user's cross media behavior, LBS location recognition, electricity consumption data, etc., can restore users' real consumption preferences and the whole screen behavior track across the screen, fundamentally redefining the arrival rate of target audience.

New era of reality marketing, reshaping audiences

What exactly is big data? When full data replace "sample data", people have big data.

Ali mother has a real population attribute data of up to 500 million, which can directly screen out whether each impression number comes from the target audience, and then post the advertisement after judging. It is different from the previous sample population attribute screening and monitoring estimation. Ali mother really created the commercial value for the advertiser by the huge amount of data of the magnitude, and subverted the coverage mode of the existing brand through 100% real and accurate population attribute data.

In addition, the experience of Ali's mother also shows that for some commodities that are consumed only at a specific stage, such as home decoration, health care, maternal and infant and tourism industries, there are limitations in the way of audience coverage based solely on demographic attributes, and more targeted communication should be based on users' interest preferences and future potential consumption intentions.

Ali mother "Damour sword" has more than 8000 dimensions of consumption intention labels, across more than 10 industries, for brands to find people, find the right people.

In addition, "Damour sword" also has a wealth of exclusive audience touches such as psychological tagging, LBS orientation, redirection, custom orientation, CRM orientation, and enclosure, so that brand owners can reach the target audience more accurately.

Big data redefines brand marketing, Damour sword "one sword set the universe".

Thanks to the big data of Ali, the development of data marketing has finally come to a brand new era -- the new era of human marketing, which has inherited the flexibility and convenience brought by programmed technology, and enjoyed the accuracy and efficiency under the guidance of real big data. This means that data marketing has entered a new height and is a revolutionary breakthrough.

Cao Kai, Ali's mother brand business center director, said: Ali's mother Damour Jian, in addition to redefining the audience coverage method and cross screen tracking of brand marketing, is taking the "people" as the core, linking links between Amoy and Amoy, opening up the complete marketing link of consumers, crossing the line and offline, and even pulling the first party CRM data, finding more ways to communicate with consumers accurately, and greatly improving the efficiency of brand marketing.

The new Ali mother went out to clean up, set up a brand marketing service center based on Ali big data, using the most important fulcrum of DT marketing era, "big data assets" to better serve the brand customers.

Alibaba Ali takes Ali holographic data as the benchmark, and uses real person recognition, consumption preference and cross screen whole network behavior trajectory to give play to the true value of brand big data marketing.

"Damour sword" is the first big data brand marketing product officially released by Ali mother. In the future, new Ali mother will provide a more comprehensive, better and better service system for customers in the field of brand building, business decision-making and O2O.