Alimama Launches Big Data Marketing Platform 'Damo Jian'
Iheima.com, 8/18/15
Yesterday, Chinese e-commerce conglomerate Alibaba Group's (NYSE: BABA) online ad exchange, Alimama.com, announced its new big data marketing platform Damo Jian. Damo Jian will leverage Alibaba's customer data (such as purchase history, location, browsing behavior, payment history, and social data) to provide advertising and marketing services for brands on Alibaba's websites and partner websites.
Damo Jian spokesperson Cao Kai explained that Damo Jian will use more than 8,000 categories, including psychological indicators, self-defined indicators, customer relationship management (CRM) indicators, and geolocation indicators (in partnership with Alibaba mapping software subsidiary AutoNavi), to precisely deliver advertisements to their intended audience.
In addition, Alimama.com's Super ID System can link a user's data from different devices to increase advertising coverage efficiency.
Alimama.com CMO Zhen Ru said that this will be the first step in Alibaba Group's transition from information technology (IT) to data technology (DT).
Editor's Note: For more information on this topic, please see "Alimama, AdChina Partner to Offer Big Data Marketing Services," MD 6/24/15 issue.
Keywords: Damo Jian Zhen Ru Internet Alimama Alibaba Group ad exchange Cao Kai big data online advertising
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