Happy Marketer Reappointed by Singapore Press Holdings as Data Transformation Partner

Media outfit, Singapore Press Holdings, has renewed its appointment of Dentsu International’s digital marketing agency Happy Marketer to manage its data transformation journey.

As part of the appointment, Happy Marketer will provide support capabilities in the enterprise analytics tool, Google Analytics 360, with the aim of ensuring success in offering a single unified view of analytics and attribution.

SPH will maintain a focus on the digital transformation of its business while it responds to changing consumer habits accelerated by COVID-19.


“As SPH continues to invest in its digital and data capabilities to attract and retain new readers on digital platforms, curating the appropriate data signals is a bedrock in crafting a customer-centric, engaging platform – whether it be via recommendation systems, automated content tagging, or the ability to swiftly evaluate feature launches,” said Dr. Deb Goswami, Head of Data and Analytics at SPH.

“Google Analytics 360 is an important tool in SPH’s first-party data strategy that is increasingly relevant as we navigate a dynamic web ecosystem. Happy Marketer has proven a valuable ally as SPH has engaged in this transformation over the past few years, and we look forward to continuing this journey together.”

Happy Marketer is headquartered in Singapore and is one of Google’s go-to providers in the region.

“We have worked with SPH for the last three years to streamline their data collection from various offline and online systems into a single solution for unified measurement and content planning,” added Sanchit Mendiratta, Managing Director of Happy Marketer.


“The core reporting capabilities have helped the newsroom make informed decisions on the kind of content that they should develop based on their readers’ needs. We are at a point in time when browser changes are taking place and tracking by third-party cookies has started to cease. More importance will be placed on publisher’s first-party data and herein lies an opportunity for SPH to leverage on Google Analytics 360 to harness the power of its data as it progresses along the data maturity journey.”



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