Big Data+ Small Data Enabled Brand Positioning

Leveraging big data tools like Alibaba’s Strategy Center in combination with traditional consumer research, we help clients to develop profound consumer insights that can not be done by traditional research alone, on which brand building strategies are reshaped.

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Overview

We use granular consumer insights in 360° perspective, customized persona tags, segmentation and clustering model to identify brand’s digital growth opportunities and brand gap through comprehensive brand audit online, develop consumer-centric brand strategy and precision marketing strategy with clear consumer targeting and activation plan, accelerate innovation process from 24 months to 3 months for leading FMCG brands, and deliver commercial success with precise consumer target and improved media investment efficiency.

Key features

Big Data Driven Consumer Segmentation

Segment over millions of consumers with Alibaba ecosystem into 8-12 ones with granular consumer insights around demographics, profiling, lifestyle and category needs based their real-time purchase behavioral data with clear sizing of each space to connect needs with commercial impact.

Target Identification

Assess attractiveness, brand relevance and ability to win for each consumer segment and identify the right consumer segment for targeting and develop a powerful and precise portrait that can be a foundation of positioning.

Brand Positioning Strategy

Develop a compelling brand positioning using the functional and emotional needs, strategic insight, relevant reason-to-believe (RTBs) and an attractive brand personality.