Brand Databank, designed by Alibaba Group, is a consumer asset data management center for brands, which allows brands to fully manage consumer data, make business decisions and apply uni strategies across Alibaba ecosystem. Brand databank treats brand consumer data as an asset, storing and adding value like currency. With Ali’s unique Uni-Identity-Match, it integrates CRM, e-commerce data, advertising data, media data, and social attribute data in the Alibaba ecosystem and connects “data islands”. It is the first try of Alibaba to make brands to accumulate consumer data assets and promote relationships with their consumers through big data.
Databank provides 3 fundamental functions for brands:
1. “Aggregation”: All online and offline data will be restored to the brand data bank to represent every real consumer’s interaction with the brand in Alibaba. The brand owner will be able to track the status of brand consumers throughout the awareness-interest-purchase-loyalty (so-called AIPL) process.
2. “Analysis”: Enable each brand to independently analyze its consumers of different characteristics by applying multiple tag conditions at the same time with set operations (intersection, union and difference). Databank identifies more than 5,000 tags from consumers which is still growing, covering predicted personal characteristics (such as age, gender, job, region), shopping behaviors (price-sensitive, reoccurring consumer, ), reactions to different marketing channels and content channels, and interconnected data between different subsidiary platforms.
3. “Activation”: Integrated with other Alibaba’s Uni Marketing applications and several cooperated major media platforms, Databank is able to get the feedback of ads from different channels (even outside Alibaba ecosystem) and help improve marketing capabilities. Databank is commonly used as an essential tool for brands to test various marketing strategies and improve marketing efficiency.
As indicated by Alibaba’s product experts, consumers’ time and marketing scenarios in the wireless era are constantly fragmented, making traditional marketing tools and data products unable to match this theory, so that many brand owners’ brand management planning and execution methods are often out of touch. Traditional marketing theories can not help brands to track and convert consumers, nor can they optimize communication methods based on changes in consumer preferences in a timely manner, resulting in brands unable to establish a sustained and stable relationship with consumers. Nonetheless, databank’s strong infrastructure enables brands to control end-to-end brand building. It is built on Alibaba’s ability to capture and analyze real-time data from the entire vast ecosystem and transmit it into the structure that enables brands to explore patterns of consumer behaviors. In turn, brand owners can use these data to promote new, more targeted and effective brand building activities based on real-time data.
References:
1. Alibaba Introduces Brand Databank: Data Can Appreciate and Be Deposited like Monetary Funds
https://www.alibabacloud.com/blog/alibaba-introduces-brand-databank-data-can-appreciate-and-be-deposited-like-monetary-funds_595587
2. New Marketing Tools Make It Easier Than Ever to Reach Consumers in China
https://www.alibabagroup.com/en/news/article?news=p170619
3. Alibaba’s data-driven “uni marketing” engine rewrites the rules of brand marketing
https://www.thegeniusworks.com/2017/06/alibabas-data-driven-uni-marketing-engine-rewrites-rules-brand-marketing/
