By Elias Tan
It’s common knowledge that when people live their lives on the internet, huge volumes of data is being produced. This data, which comes from online searches, purchases, social media and images, can be translated into useful insights for companies to grow their businesses; however, analysing the data is a tall order and most companies don’t have the expertise to handle this data.
According to IBM, less than one percent of the world’s data is analysed, let alone in Asia – a region which is seeing a rapid pickup in internet access thanks to smartphone penetration.
To help companies analyse this data and transform them into useful insights, Sparkline, a mobile and web analytics start-up founded by three former Google alumni, are out to mine this data and put it to good use.
The revolutionary start-up aims to mine data for insights that could help impact a company’s overall business via customised data analytics and strategic solutions. Already, Sparkline is working with several multi-national corporations and online businesses like Google, IKEA, INSEAD, Bangkok Air, Digi, Dtac, Malaysia Airlines, SingPost and hotel booking site Amari.
Says Aleetza Senn, Sparklight’s managing partner and co-founder: “Data can provide valuable real-time insights into actual behaviour, and help companies better anticipate demand so they can serve their customers well. But the data itself can create significant challenges that many companies are not equipped to manage.”
Similarly, Julian Persaud, Managing Director of Google Southeast Asia, notes that businesses hoping to make the most out of the web need to understand online behaviour and digital analytics.
As companies turn to the internet to boost or grow their businesses, Sparkline will be in position to help them figure out how to do so. And by setting up their operations in Singapore, it is evident that the company is looking to ride on the wave of opportunities available to take its business to greater heights. Well, isn’t that the case with most businesses?