Tencent and JD collaborate to shake up big data marketing
China’s biggest retailer, Ecommerce giant JD.com, is collaborating with Tencent, one of the country’s “Big 3” internet companies, and a major stakeholder in JD. What are they turning their considerable combined might towards achieving? A complete shake up of the marketing world.
Between them, Tencent and JD have access to some of the most comprehensive consumer behavior data in the world. The companies are hoping that Tencent’s social platforms and JD’s Ecommerce portal can, when combined, offer a new level of insight into how shoppers behave online.
Tencent’s share price has risen by 87% so far this year
SOURCE: Yahoo Finance
Tencent’s corporate vice president Davis Lin said: “This expanded partnership ensures that consumers will see only the marketing most relevant to them, which increases engagement and creates tremendous efficiencies for both brands and shoppers.”
JD’s chief marketing officer Lei Xu was more forthcoming, and sought to contextualise this initiative in the wider narrative of the companies’ ongoing collaboration. He said:
“Supplementing JD and Tencent’s big data with offline store information helps us paint a complete user profile, closing the loop across a fragmented Chinese retail landscape. In more than three years since we began leveraging our Tencent partnership, about a quarter of first time users have come from WeChat and Mobile QQ, demonstrating the power of the cooperation. With this significant advance, we are now able to enable brands to further leverage the enormous reach of the JD-Tencent partnership to build customer loyalty.”
Dominion holds Tencent in its Global Trends Managed Fund.
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