China: Towards a segment of one

Details the challenges and opportunities for advertisers striving for greater personalisation in a country with 1.4 billion consumers.

Segmentation

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...

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