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Alibaba, a Chinese e-commerce company, is coupling its vast cache of behavior-specific consumer data with advertisers’ brand knowledge and their own user data in what Advertising Age describes as an effort to ensure better customer service and a competitive edge. The marketing side of the company, dubbed Alimama, spearheads the initiative. “There's nothing comparable in the West in terms of breadth and scope,” said OgilvyOne China President Jacco ter Schegget. “You're able to follow a user journey in its entire path to purchase, which is very interesting. That completeness, that quality, I cannot get elsewhere."
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