This article is part of a series of articles from the WARC Guide to Segmentation. Read more .
Segment of one
The concept of the'segment of one', delivering the right offer at the right time to the right customer (via a segmented group) is the holy grail for many brands. In China, deeply personalised interactions with brands are both expected and desired by many Chinese consumers. But how can you attain this level of personalization in a country with 1.4 billion consumers? How do you build toward this Segment of One?
The Chinese are in...