How Unilever, UnionPay and Coca-Cola use big data in China

The article demonstrates how Unilever, UnionPay and Coca-Cola are using big data to target niche demographics, understand neuroscientific insights, personalize campaigns and increase sales conversions in China, a country that will generate 20% of all global data by 2020.

How Unilever, UnionPay and Coca-Cola use big data in China

Low Lai Chow

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands