GroupM and Chinese ecommerce giant Alibaba have formed a strategic data partnership by combining solutions and products from their respective unified data platforms [m]Platform and Uni Marketing.
In a statement announcing the partnership, GroupM said the collaboration enhances brand marketing for clients by integrating different solutions from [m]Platform with Uni Desk, the data mining tool for agencies under Uni Marketing. The areas of collaboration include media planning, measurement and content.
For example, in media planning, the integration of audience-centric media planning tool [m]Insights with Uni Desk will provide a holistic picture of the consumers' interests and behaviours. Meanwhile, Uni Desk allows customer communications and connections with customers touchpoints in real time. GroupM added that its [m]Report dashboard provides real-time intelligence together with the brands' media performance on Uni Desk, helping brands to achieve better ROI through assessment of media impact against communication benchmarks. The initial collaboration will focus on luxury and FMCG sectors.
[m]Platform was launched in November last year through the combination of various WPP data sources including Kantar and Wunderman, while Uni Marketing was also set up around the same time with a brand databank, ad placement desk, Alimama media product and a brand hub. GroupM China is also one of the partners in the brand databank, along with other partners including Acxiom and Duozun Data.
Chris Tung, CMO of Alibaba, said the partnership will add value to Alibaba's data to brand owners. "Alibaba is evolving from an ecommerce platform to an ecosystem which breaks through the online-to-offline boundaries, connecting enterprises, brands, entrepreneurs and other industry players," said Tung.
Patrick Xu, CEO of GroupM China and WPP China, said Alibaba's wealth of data and resources are instrumental in brand marketing. "Nowadays, marketers really need to keep their fingers on the pulse of their audience in order to reach them in the most efficient, agile and personalised manner," said Xu.