In this episode, we spoke to Mu Mian, Vice President of China Qingmu Technology Division, about data empowerment and digital marketing in China. We also talk about data marketing tools, especially Alibaba data, and what specific data dimensions and practical applications they offer to frontline consumer brands.

Listen and explore: 00:00 – Intro 01:49 – Uni marketing and its manifestation in different industries 03:56 – Case study: How Ecco uses data insights08:03 – What is a data center, and how companies can employ it?10:28 – Case study: How Sketchers uses data insights12:34 – What Alibaba’s databank does15:02 – Limitations and possibilities of Alibaba’s databank20:24 – Who uses the databank22:07 – How top tier brands utilize databanks and what the results are24:47 – Prediction accuracy of using the channel and its performance across diverse industries29:04 – Requirements to open a databank29:49 – What services will be available when a brand has a databank? What are the different versions of the strategy center?34:01 – Differences between the databank and data management platform36:25 – Examples of the tags that the databank uses