Many of us read SPH’s 17 newspaper titles and 80 magazine titles each month, and SPH has built up a treasure trove of our readership, content and advertising data.
Just today, SPH has appointed Happy Marketer as its digital analytics agency to help with its implementation of Google Analytics 360, an enterprise analytics tool.
This means that SPH will be able to effectively track our behavior across multiple channels across apps and websites in our path to conversion. This will result in a smarter analysis of consumer behaviour and development of relevant insights.
Ms Fiona Chan, SPH’s Head of Media Strategy & Analytics, said, “Our data science and analytics team uses [data] to gain a deeper understanding of our readers, so that we can create better content and products for them.” [SO COOL]
“We are excited to tap on Happy Marketer’s expertise, as well as the best-in-class features of Google Analytics 360, to unlock more insights about our offerings and our customers and to deliver industry-leading analytics for our advertisers.”
Ms Liang Moung, SPH’s Head of Digital Technology, SPHTech, said, “We look forward to harnessing the power of the Google Analytics 360 platform and its companion tools such as Google Big Query and Google Tag Manager. Our software engineering teams are working together with our partners to unlock the value of data to transform SPH’s business.”
Mr Sanchit Mendiratta, partner at Happy Marketer, added: “We have partnered with SPH to facilitate and optimise digital analytics and measurement efforts with Google Analytics 360. With this future-ready setup, we plan to enable online-offline tracking across Websites and Apps, and to drive better content and monetization opportunities for the brand.”
SPH has embarked on a slew of analytics initiatives in recent months – including developing a proprietary content recommendation engine powered by machine learning – as it seeks to leverage data and analytics to improve customer experience, increase revenue and enhance productivity.
Let’s look forward to an enhanced customer experience at SPH!