Consultancy firms are playing a vital role for various businesses across fields in strategies required for marketing and approaching target customers. Nowadays, we can experience various marketing tools with enhanced mar-tech.
The technology is drastically changing and introducing new marketing tools towards increasing customer engagement with the businesses. The variety of tools that are available today makes it a challenging task for consultancy firms because using an incorrect tool can incur huge losses. Consultancy firms can avoid this situation by analysing accurate data about the business and its target customers by precise analytics.
Consultancy firms like Sparkline are making an exceptional difference in this space, helping businesses by simplifying their data and constantly advancing the ways to interact with their customers by accurate marketing analytics.
In an exclusive interview with Insights Success, Aleetza Senn, Founder and CEO shed some light on the professional tenure of Sparkline digital consultancy in customer and marketing analytics. Below are the highlights of the interview.
Please describe Sparkline to our readers.
Sparkline is a digital consultancy specialising in customer and marketing analytics. We help businesses to simplify their data and make it actionable so they can constantly improve the ways they interact with the customers and drive efficiency in customer acquisition and retention.
What motivated Sparkline to become a premier Google partner?
Sparkline partners with Google across their analytics, 360 suites, as well as their cloud offering, specifically cloud for marketing. From the acquisition of Urchin, which became Google Analytics in 2005, the importance for businesses to look at the data and use it for better decision making is paramount to business success, especially in an incredibly competitive digital environment. As Google Analytics is the largest and most widely used analytics tool across the globe, it was important for Sparkline to officially partner across the suite as well as provide the right quality of support to their customers.
 What kind of offerings does Sparkline provide to its clients?
Sparkline is a full spectrum consultancy. We believe that empowering the people in an organisation is key to their success, so we offer professional consultancy services across key themes such as the implementation of mar-tech, cleaning up and stitching data, performing customer and marketing analysis, building machine learning/data science models, right through to a broad and successful training offering.
 What kind of challenges did Sparkline face while entering the digital consultancy and marketing industry?
Awareness and education of brands is always a challenge. Especially, as the pandemic years have forced businesses to exponentially digitise, and do more with less as budgets are slimmer, using a data-first strategy is key to driving success, and is what all businesses should be allocating proper budgets towards, as data services can drive marketing from a cost to a profit centre with the right support and guidance.
 How was your Sparkline affected in these pandemic times, and what were the steps taken by you to curb the damages, all the while helping your clients and maintaining the safety of your employees?
As Sparkline is a digital business, we were truly fortunate that we could pivot to a seamless work from home model. For our team, mental health has always been something that Sparkline has taken seriously, offering six additional days per year for mental health pre-pandemic. We increased support through small initiatives such as cameras on for all calls, so you can see each other and connect, spot prizes and deliveries of small food items to brighten everyone’s day etc. For our customers, we are focused on being empathetic to their challenges and remaining nimble in support to help them pivot and find smart ways of acquiring and retaining customers.
 Where do you envision Sparkline to be in the long run and what are your future goals? How do you plan to embrace the changes happening in the digital consultancy and marketing industry?
Our goal is really to offer analytics not just to the fortune 500, but also to the businesses of all sizes that can afford consultancy services. We want to democratise the industry; just as another technology has done in the past. Small businesses have so many tools now to get their brands in the hands of their target market, we aim to provide the same in the digital data and analytics field.
We continue to educate the market on using data first strategies to determine where they advertise, to whom, and at what time for best efficiency, as well as how to create innovative digital experiences that delight customers, so they enjoy communicating with and buying the products businesses offer.
 What is the current industrial scenario of the digital marketing space and its dynamics with the Google partnership?
The digital marketing landscape continues to snowball year on year and has accelerated due to the pandemic. We see Google as a big partner in this acceleration as one of the global leaders in space. We aim to partner with leaders in the technology and analytics space to make sure that the solutions we recommend to businesses are relevant and provide value.
What would you like to advise the young generation of entrepreneurs and enthusiasts who want to venture into the digital consultancy and marketing industry?
It is down to individual attributes. Entrepreneurship is not for everyone. It can be extremely challenging work and stressful at times, but can also be rewarding. This industry is just going to continue to grow as more businesses realise a data-first approach is the smartest way to still achieve customer goals with smaller teams and tighter budgets, which most businesses will still face as the world starts to open progressively. So, my advice would be to stay nimble, adopt a strategy of continuous learning, and it is ok to make mistakes along the way. Even failures teach us something and it is important for driving innovation.
About the Leader
Aleetza Senn started her digital career in 2004 being the seventh employee at Google Australia, transitioning from a successful television, film, and theatre career. She stayed on at Google in a variety of roles, working with fortune 500 businesses on their digital strategies, contributing to Googles expansion across the region and becoming the first employee for YouTube in 2007. Aleetza moved to Singapore with her family in 2012 and after eight years at Google, founded Sparkline in 2013.
