Singapore Press Holdings (SPH) has appointed Happy Marketer as its digital analytics agency to help with its implementation of enterprise analytics tool Google Analytics 360. 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 integrated and used by editors, marketers and data teams.
“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," Fiona Chan, SPH’s head of media strategy and analytics, said.
"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," she added.
Sanchit Mendiratta, partner at Happy Marketer said that the agency 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 monetisation opportunities for the brand,” he added.
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 also aids marketers in smarter analysis of consumer behaviour, development of relevant insights, and leveraging these to provide a more seamless omnichannel measurement and analytics.
Earlier this year, SPH restructured its technology teams, which sees Julian Tan, current head of the digital division, focusing on growing SPH’s portfolio of investments in digital businesses. Reporting to SPH CEO Ng Yat Chung, Tan will be redesignated as chief of digital business.
In conjunction with the move, SPH also appointed Glen Gary Francis as its chief technology office (CTO) and Gaurav Sachdeva as its chief product officer (CPO). Francis will join as CTO with effect from 21 May 2018, reporting to Ng. As CTO, he will be responsible for the technologies and digital capabilities for SPH’s businesses. He will initially focus on overseeing the digital technology team which is responsible for SPH’s suite of digital media products such as The Straits Times, The Business Times and Lianhe Zaobao.