Alibaba says 'Open, sesame!' to sales-related data

AdMaster's Maggie Wang and Alibaba's Robert Huo.
AdMaster's Maggie Wang and Alibaba's Robert Huo.

The e-commerce giant shares its multiplatform shopping information with third-party agencies

SHANGHAI — For the first time, Alibaba opened up e-commerce data to third parties like AdMaster to help brands like P&G evaluate marketing effectiveness through the analysis of consumer navigation paths and shopping behavior.

Alibaba made global headlines in September when its $25 billion U.S.-listed IPO became the biggest in history.

Marketers have long questioned whether all their efforts across paid, owned and earned media eventually lead to sales. Companies such as Procter & Gamble want to compare and contrast the return on investment for different media platforms from the sales point of view because there are already a lot of other KPIs of paid, earned and owned media.

Maggie Wang, VP of e-commerce at Admaster, emphasized the value of the firm's POES (paid owned earned sales) solution, in partnership with Alibaba's opening up of data, that can quantify the impact of advertising exposure on long-term or cyclical purchasing cycles.

From the measurement of traditional advertising, marketers can understand how many people are watching their ads and how many people are clicking on their ads; but they have been unable to assess how many sales transactions were attracted.

Now, they can analyze the impact of branding on e-commerce platforms that brings real sales conversions, and  at the same time, through the analysis of consumer behaviorial data, to further optimize the front-end marketing strategy, Wang said.

This story first appeared on

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