SINGAPORE, 19 September 2018 – Singapore Press Holdings (SPH), Asia’s leading media organisation, has appointed Happy Marketer as its digital analytics agency to help with its implementation of enterprise analytics tool Google Analytics 360.
SPH publishes 17 newspaper titles and 80 magazine titles in Singapore and the region, spanning topics from lifestyle to information technology.
Happy Marketer will work closely with the different business units within the media organisation to implement analytics frameworks and ensure that the wealth of data collected from multiple sources can be seamlessly integrated and used by editors, marketers and data teams.
Ms Fiona Chan, SPH’s Head of Media Strategy & Analytics, said: “With the millions of visitors who read our news sites each month, SPH has built up a treasure trove of readership, content and advertising data. Our data science and analytics team uses this to gain a deeper understanding of our readers, so that we can create better content and products for them. 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. Using Google Analytics 360, our aim is to make data accessible and actionable for all our colleagues.”
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.”
Google Analytics 360 is an enterprise-level analytics tool that helps companies effectively track users’ behavior across multiple channels across apps and websites in their path to conversion. The tool aids marketers in smarter analysis of consumer behaviour, development of relevant insights, and leveraging these to provide a more seamless omnichannel measurement and analytics.
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.
Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E
For more information, please contact:
Singapore Press Holdings
Media Strategy & Analytics
Tel: 6319 2399
Corporate Communications & CSR
Tel: 6319 1028
Happy Marketer Private Ltd
Tel: 8139 0427
Tel: 9119 9744