Google alumni launch Singapore analytics firm

Networks Asia Staff
06 Dec 2013

Sparkline, a Singapore-based web and mobile data analytics start-up, has officially set up shop.

The launch comes as the Singapore government identifies analytics as a key national focus area, and has committed to training 2,500 analytics professionals by 2017.

The company, founded by three Google alumni, claims to be one of the first in Asia to provide firms with customized data analytics and strategic solutions, providing insights that improve a company’s bottom line. Sparkline is already advising companies such as Google, SingPost, Malaysia Airlines and INSEAD.

“Sparkline analyses a company’s online and mobile data to extract insights that improves marketing, merchandising and business operations. For example, working with hotel room booking site Amari, our analysis and solutions delivered a 47% increase in hotel room bookings,” explained Vinoaj Vijeyakumaar, managing partner and co-founder.

“Data can provide valuable real-time insights into actual behavior, and help companies better anticipate demand and better serve customers. But the data itself creates significant challenges – complexity, size, volume, speed – that many companies are not equipped to manage,” noted Aleetza Senn, nanaging partner and co-founder.

To address the challenges, Sparkline provides services in four key areas: 1) assessment and strategy: including technology and business audits; 2) technology solutions: implementing the most appropriate technology; 3) insights and actions: tracking data against KPIs, testing and iterating to identify the most valuable channels and customers; 4) training: customized training to bring teams up to speed on data. It delivers the services by using the analytics tools of its global technology partners – Google, Adobe, Marketshare, Optimisely and others – to analyze marketing, products and customers.

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