Singapore Press Holdings appoints Happy Marketer as data transformation partner for fourth consecutive year

Singapore Press Holdings (SPH), Asia's leading media organisation, has renewed its appointment of dentsu International’s award-winning digital marketing agency Happy Marketer, a Merkle Company, to manage its data transformation journey, making it the fourth consecutive year of appointment. 

As part of the appointment, Happy Marketer will provide support capabilities in the enterprise analytics tool Google Analytics 360 to ensure continued success in offering a single unified view of analytics and attribution, which has enabled SPH to better understand user behaviour and maximise their efforts in enhancing user experiences in the past few years. 

SPH maintains focus on the digital transformation of its business while it responds to changing consumer habits accelerated by COVID-19. More people are going online and readers are consuming content and news digitally. 

“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. 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”, commented Dr. Deb Goswami, Head of Data and Analytics at SPH. 

“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. 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,” Sanchit Mendiratta, Managing Director of Happy Marketer, added.  

Happy Marketer is headquartered in Singapore and is one of Google’s go-to providers in the region. Google Analytics 360 is an all-in-one solution that allows organisations to optimise their marketing efforts and deliver better customer experiences through a single platform. The use of Google Analytics 360, together with SPH’s proprietary content recommendation engine enabled by machine learning, will propel SPH to its next stage of growth.