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SPH appoints Happy Marketer as media firm looks for more data insights

Singapore Press Holdings (SPH) has appointed Happy Marketer as its digital analytics agency to help with the introduction of enterprise analytics tool Google Analytics 360.

Happy Marketer will work closely with the media firm’s various divisions to ensure its mountains of data becomes useful for editors, marketers and data teams.

Google Analytics 360 helps companies track users’ behaviour across multiple channels across apps and websites.

SPH head of media strategy and analytics, Fiona Chan, 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.”

Happy Marketer partner Sanchit Mendiratta 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.”

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