Connecting the dots: Google’s guide to unifying customer data in China

This article offers advice from Google on how marketers can use customer data across first, second and third party sources to create a single customer view.

Connecting the dots: Google's guide to unifying customer data in China

Kunal Sinha

There is no doubt that businesses in China must create a stellar online presence and effective digital campaigns. However, many brands find it difficult to integrate their online and offline data to strengthen these campaigns.

At Campaign Asia's Data Marketing and Analytics conference, held in Shanghai, Derek Kwok - Head of Data Solutions and Insights, Greater China and Korea at Google - demonstrated how marketers can unify data sources to streamline customer experience and empower brand strategy.

Mr Kwok used the term 'fragmented insights' to frame the...

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