Singapore-based data analytics consultancy, Sparkline, announced yesterday its partnership with technology companies Gigya, uberVU and Ooyala, which aims to deepen the level of online data measurement and analysis that they provide to businesses.
With this partnership, all three companies will gain valuable insights into the effectiveness of their applications in a real-time business environment, possibly driving further innovation.
While most available online data analytics tools measure website clicks and basic demographics of online visitors, Gigya takes the technology a step further by analysing social log-ins to provide valuable information on individual visitors. This enables businesses to better customise and personalise user experiences.
Recently acquired by Hootsuite, uberVU provides a next-generation social analytics solution that turns data from blogs, forums and social networks into actionable business insights. uberVU helps businesses better understand their social audience by identifying key influencers on relevant topics, making it easier to measure online sentiment and highlight important mentions.
Meanwhile, Ooyala, an independent subsidiary of telecommunications and media company Telstra, enables businesses to measure the effectiveness of video content on their own websites using engagement analytics - a process previously only possible via YouTube-published video content.
"It is important for businesses to measure all activity and integrate tools into bespoke architectures that answer business needs, versus moulding themselves around products, which is what we often see," said Aleetza Senn, Managing Partner and Co-Founder of Sparkline. "We are thrilled to deepen our expertise in the video and social space to really provide brands with metrics they can make decisions on in somewhat elusive areas of video and social."
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