How Unilever, UnionPay and Coca-Cola use big data in China
According to Jane Lin-Baden, CEO of Isobar China Group, there's no better time than now for brands to seize the opportunity of marketing effectively to "the segment of one".
"To me, the big data era is actually a renaissance for brands because, in the past we don't have a way to tap into those insights," she said at the recent AMES 2016 conference in Singapore.
"As agency people, you have limited resources. You can come up with those insights by tapping into your head. But big...