Star Media Group transformation exercise involves partnership with Cxense for data management solutions

Star Media Group have engaged Norway-based Cxense to use the latter’s suite of tools in the group’s websites and mobile applications as part of its ongoing transformation.

Cxense’s suite of tools include the data management platform (DMP), content and insights.

As reported in StarBizWeek, SMG’s newly appointed senior general manager for analytics Freddy Loo said on this collaboration:

“This is aligned to Group’s transformation agenda, aligning all the data assets and embedding this capability to the entire fabric of the organisation.

It’s a pivotal piece responding to the rising needs of our clients, by leveraging data insights to strengthen our proposition.

Cxense provides advertising, data-management, search, analytics and content recommendations services.

Headquartered in Oslo, it has offices in New York, San Francisco, Buenos Aires, Berlin, London, Samara, and Tokyo.

Cxense will work closely with the different business units within the media Group to implement its suite of tools and take advantage of the wealth of data currently available across the Group’s multiple sites and sources.

At the heart of Cxense’s technology is its DMP where it facilitates automatic capture of data in real-time across all devices.

This allows the ability to combine first, second- and third-party data, analyse it, develop individual user profiles and audience segments, and put the data to work across SMG’s sites and multi-channel marketing plan.

SMG intends to use Cxense to give them a holistic view of their sites, its content, and their visitors’ intent.

With Cxense’s real-time user profiles, it makes SMG’s sites adapt to the user when they visit each time, giving users content that’s tailored to their interests, needs, and the location is crucial to maximizing personalization.

SMG’s newly minted group chief technology officer Kang Yew Jin says the media group went through an extensive evaluation of various piece-meal technologies to build up what he calls the Digital Intelligence Stack for SMG.

However, he notes that there are vendors that consolidate various technologies together and offer them as an integrated stack in order to ease the burden of integrating various components.

With Cxense, Kang says the tool offers tag management, application analytics, interaction analytics, web analytics, behaviour targeting, online testing and recommendation engine all in one.

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