DataSpark Analytics: Unparalleled Data Resources and Analytics Expertise

With the explosion of tablets and smartphones, businesses are progressively developing context-aware services to personalize their offerings for consumers. Marketers, on the other hand are paying more attention to the geo-spatial data on a macro level to glean better insights on what drives customer behaviour during different periods of the day at different locations. However, the scarcity of research that goes into the implementation of geoinformation technology on consumer behaviour is preventing businesses from leveraging its full potential. “We created an innovative way of understanding people and what is important to them, by leveraging the advanced data science and the wealth of data in an aggregated manner adhering to high standards of data privacy. The insights can help businesses and organisations to make more informed decisions, and serve their customers with more relevant products and better experience,” delineates Dr. Amy Shi-Nash, Chief Data Science Officer at DataSpark.

DataSpark is part of Singtel, a Singapore based telecommunications group with more than 500 million subscribers in 25 countries. DataSpark was incepted to develop advanced analytical capabilities to provide businesses and government agencies with macro level understanding of people, locations, mobility patterns and trends. “We can provide a big picture of the population and the long term behaviour patterns in a timely manner that is critical to many organisations to enrich their understanding of consumer behaviour trends and improve business operations and planning,” adds Amy.

DataSpark uses the geo analytics information to drive a range of innovative data analytics tools, reports and services to help businesses and government agencies make better decisions. For example, transport agencies can measure usage and anticipate congestion levels of undergrounds and roads; and retailers can optimize store operations and promotional events by better understanding shopper profiles and behaviour patterns at malls. Access to such geospatial intelligence helps businesses to see the big picture and make more fact-based decisions, improving efficiency and predictability, and be more relevant to customers.