In a pioneering strategic initiative, Unilever – one of the largest multinational consumer goods companies, has chosen to utilize Alibaba Cloud’s artificial intelligence (AI) and cloud-based technologies to optimize its omni-channel, online and offline demand generation activities.
With intelligent analysis, Alibaba Cloud’s solutions can help to unlock detailed insights into Unilever’s customers buying patterns and behavior. The data-driven business intelligence could help Unilever accelerate the creation of new and precisely targeted digital marketing campaigns. It could also enable Unilever to predict more precisely and quickly respond to changing customer buying habits across multiple platforms.
Taking Unilever’s digital marketing to the next level, Alibaba Cloud’s solution can support optimized brand experience for consumers’ purchasing journey through Unilever’s online stores in Taobao and Tmall. The data intelligence provided by Alibaba Cloud can be “easily” translated into consumer insight, pivotal in enabling Unilever to expand its current and future product offerings in line with customer needs. The insights into anticipated and current customer demand, would also benefit Unilever’s supply chain, as well as optimize its route to market.
“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,” said Fang Jun, VP Data and Digital, Unilever China. “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.”
Machine Learning and AI
A range of technologies from Alibaba Cloud underpin the data intelligence analysis, which include machine learning and AI to spot customer and market patterns:
- Dataphin – a unified PaaS platform for intelligent information processing and management.
- Analytic DB – Online Analytical Processing (OLAP) managed database cloud service that can process enormous amounts of information in real-time.
- Quick BI – an intelligent business analysis suite that generate business insights for enterprise users.
With the strategic partnership, Alibaba Cloud would empower Unilever to leverage these technologies in the future.
“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,” said Selina Yuan, president of international business, Alibaba Cloud Intelligence. “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.”
Unilever is one of the world’s largest consumer goods companies with sales in over 190 countries and reaching 2.5 billion consumers a day. It has 155,000 employees and generated sales of €52 billion in 2019. Over half of the company’s footprint is in developing and emerging markets. Unilever has around 400 household brands all over the world. These brands include Dove, Knorr, Dirt Is Good, Rexona, Hellmann’s, Lipton, Wall’s, Lux, Magnum, Axe, Sunsilk and Surf.
Alibaba Group, is among the world’s top three IaaS cloud providers, according to Gartner, and the largest provider of public cloud services in China, according to IDC. Alibaba Cloud provides a comprehensive suite of cloud computing services to businesses worldwide, including merchants doing business on Alibaba Group marketplaces, start-ups, corporations and government organizations.
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