In this increasingly data-driven world, the best marketers now use data to build strategies to drive growth.

As China’s top e-commerce platform known for the discount-heavy Singles’ Day shopping festival, Alibaba’s Tmall has access to some of the most potent data on Chinese consumers’ real-time spending behaviors. But to stand out in a discount-driven marketplace, it moved data from ‘background’ to ‘foreground’ as the central message.

By revealing niche tribe-based trends previously hidden but uncovered by Tmall big data, it was able to unleash trend-based consumption demand which turned out to be even more effective than a discount-heavy festival.