Marketers are still finding it challenging to measure and verify marketing effectiveness. When evaluating brand marketing has been transformed into a consumer perspective, how is it compatible with conventional brand measurement？ Empowered by Uni Marketing，Alibaba and Kantar has co-created an integrated “insight-to-activation” solution，which will redefine brand building KPIs，bringing roadmap for brand growth. As a data tech marketing platform , Alimama will present a suite of marketing solutions that operates under the new KPIs system, digitizing consumer touch points based on a sizeable Uni-ID infrastructure and making AIPL consumer journey visible, actionable, and measurable. Investing on consumer asset will turn marketing expense into sustainable investment.