How Alibaba uses consumer data models to drive offline conversions

This piece is Part Two of Warc's exclusive series on Alibaba's big data strategy, and provides case studies on how Alibaba's data initiatives have driven business results for offline retailers.

How Alibaba uses consumer data models to drive offline conversions

Anna Hamill Warc

Read Part One of the series on how Alibaba uses big data to understand China's shoppers.

In Part One of Warc's exclusive report on Alibaba's big data strategy, the company's Director of Big Data and Technology, Danfeng Li, explained how the e-commerce giant captures first party data from customer smartphones in the stores of participating offline retailers and links it with third party data from Alibaba's own properties to create a holistic picture of the path to purchase.

In Part Two below, Li provides...

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