Setting off sparks in digital analytics

SPARKED after identifying a crucial gap in the burgeoning local digital analytics market, Aleetza Senn - one of Google's pioneers in the Asia-Pacific - felt compelled to co-found Sparkline, a Singapore-based data analytics consultancy startup, together with ex-Google colleague, Vinny Vijeyakumaar.

Launched in 2013, the integrated digital analytics-focused agency started off as a boutique consultancy for larger brands, focused on providing companies with a strategic, transparent and practical approach to digital analytics.

"While many agencies were great at reporting observations, they were unfortunately not doing a great job on providing actionable or tangible insights... Every business, whether large or small, has access to information," said Ms Senn, managing partner and co-founder of Sparkline.