SPH carries on data transformation strategy with Happy Marketer Details 14 July 2021
SPH has renewed its appointment with dentsu International’s digital marketing agency Happy Marketer, a Merkle Company, to manage its data transformation journey. This makes it the agency’s 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. According to the agency, this has enabled SPH to better understand user behaviour and maximise its efforts in enhancing user experiences in the past few years.
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This is the first collaboration between the agency and 99 Group.
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99 Group, which operates several Southeast Asian property portal brands, has appointed Happy Marketer to drive its data-led digital marketing roadmap through Google Analytics 360. The appointment marks the first such collaboration between the property platform and a digital marketing agency.
Happy Marketer, part of dentsu Singapore’s CXM Group, will support 99 Group with the goal of transforming its customer journey, enhancing user experience, and boosting user acquisition on the property search portal.
“We are delighted to be given this opportunity to support 99 Group in building its digital marketing roadmap through a data-led strategy backed with GA360,” said Sanchit Mendiratta, Data Lead, dentsu Singapore.