Blog















Google Analytics 4 - What is Here and What is to Come
With Google’s recent announcement on Google Analytics 4, their next-generation measurement solution replacing Universal Analytics (UA), a multitude of opportunities unfold for businesses to better utilize their existing data and explore unique user journeys and behaviour, across website and app, like never before! With a strong focus on machine learning to predict trends and user behaviour , it’s like time travelling into the future! Well who doesn’t want that!












The beginning of an unexpected journey: My first 90 days at Sparkline
Coming from the world of marketing and having been on both client and agency sides, I was not too sure of what to expect when I first joined Sparkline, a digital analytics consultancy. There were a lot of questions I still had upon onboarding, excited to learn more and find out more about this lightning fast and rapidly diversifying and emerging industry… I jumped in! And here's what I like to call, a "one-sentence preface" before I do as our business does and offer more insights… I'm a no-nonsense person and this article will reflect just that - it's as real as it gets.












International Women’s Day 2022
To commemorate International Women’s Day 2022, we wanted to share the stories and achievements of the many women who work at Sparkline. This week, we spent time with our Business Development and Technical Consultants to learn what it means for them to be a “Women In Tech” and what they have done and seen to #breakthebias within the industry. Check out their video interviews below and join us in celebrating women’s achievements, raising awareness against bias and taking action to achieve gender equality! 💜












Optimising Mobile App UX with Firebase
There are a lot of threats to maintaining a good app UX. That's why it is important to make sure you plan, get ahead of the issue and stay informed of how your app is performing so you can make fast, smart and informed decisions.












Martech Outlook Award: Top Google Marketing Solutions Providers 2021 - Sparkline Wins!
Sparkline has always been at the forefront of innovation and we're excited to announce that we've won the MarTech Outlook Award for Top Google Marketing Solutions Providers 2021! We're honored to be recognized for our contribution in this space and this achievement will inspire us to work even harder, to continue to deliver exceptional data-driven strategies & solutions for our clients.To all our clients, thank you for choosing & trusting us, always!!!












Digital Transformation: How Businesses are Driving Change with Data
The rate of change in business today is happening at a much faster pace than it has before, with new technologies emerging every day. This requires organizations to constantly innovate to stay ahead of the curve. These changes have led many companies to turn toward data as they make decisions about how their businesses should be run. Data-driven digital transformation starts with understanding the challenges that modern organizations face when trying to utilize analytics, and how they can overcome these obstacles by turning towards big data solutions for insight into their company's success future.












Automation in Analytics
In our current era, most of us are constantly relying on automation. Could we even try not to use an automated device for a single day? Think about the cell phone and computer you use every day to do your job. Think about the car you drive to take to work. Think about the food you eat, water you drink, clothes you wear and appliances you use to store, prepare, and clean them. Think about the television you watch, video games you play, or music system you listen to.












iOS & privacy: Looking at the  details reveals the bigger picture
Over the past couple of years (at the least), we’ve seen a steady sequence of subtle changes in the way Apple devices work amongst this very complex set of systems to preserve the privacy of the people using these devices as well as to reduce the likelihood of something going wrong because of unexpected behavior deep in the “Stack” we saw above. So many ‘little’ changes and updates that i’m certainly not going to attempt to link to all of them but will attempt a link to a generic page with a subset of the privacy changes here 












Detect spam-like referrals in your GA data with Auditor
Sparkline turned to our Auditor, the industry’s first full-featured web analytics auditing tool. This tool has been in the market for more than 2 years. It runs more than 70 tests in 3 minutes to identify problems that cause bad data to be collected in web analytics tools. Our latest update to Auditor allowed our customers to identify traffic sources that resembled spam. Auditor scans the traffic patterns from these sources and highlights those that exhibit spam-like behavior.












What is your Data Governance process?
With the sharp focus in recent times on data and its related benefits if used effectively, governance of data often takes center stage in many discussions. There are many aspects to Data Governance but simply put it refers to the overall management and execution of data employed in an organization, whether that relates to security, availability, usability or integrity. In particular, in the field of Digital Analytics, some of the common pitfalls in not deploying such rules could cause issues such as the data not being actionable, difficult to integrate across silos and insights being too slow or inaccurate.












Introducing Spyk
Spyk is a platform that combines proprietary Sparkline IP to offer State of the Art methods across the technology stack aims to enable the scale and accessibility that businesses desire in empowering their teams to do their best work with little or no involvement required from specialists. In our initial testing against common scenarios involving data science projects, we see a significant speedup in time spent per project, reducing atypical project that takes months to plan, coordinate and execute down to a few minutes. This, while operating on Terabyte scale data with efficient, compressed storage and cutting edge statistical frameworks running the desired models on data.












Core Web Vitals - Simply Explained
How do you measure user experience? How do you give user experience a score? The answer is that we can't. User experience is a multifaceted topic, we can't definitely measure it in quantitative terms. However, there are quantitative measurements that can be used as "signals" to lead you to aspects of your web pages that can potentially be improved for better user experience. Core Web Vitals are examples of these signals.












Why Web Streams Aren’t GA4 Ready Yet?
Late last year, as many of us would know, Google released the most significant change to Google Analytics in the last 15 odd years. Whilst change can be hard and can seem overwhelming, it's important to make sure you are going to have the right data in place as regulation changes take shape and GA as we know it today will disappear!












SPARKLINE & FRIENDS - CELEBRATING IWD 2021
At Sparkine, we believe that an equal approach for all can help grow businesses but also unifies communities and allows people to feel included - part of something. Yes IWD does take a focus towards women, but it is also having male allies, contributing to any position of change that we want to execute for the better. This IWD 2021 theme of #ChooseToChallenge, recognizes the need to call out gender bias and inequality throughout. With this in mind, we asked four Women in tech (in a variety of job roles within the industry!) how they find working in a traditionally “male dominated” space and how this year’s IWD objectives will help identify their own actions to move forward within their role and the industry.












Data dan Analitik bagi Bisnis di Indonesia
Sebagai orang Indonesia, anda pasti sudah tahu kalau pasar internet di Indonesia itu sangat besar. Indonesia adalah "pasar E-Commerce terbesar dan paling cepat berkembang di Asia Tenggara" dengan pasar E-Commerce sebesar US$12 miliar pada tahun 2018 dan tingkat pertumbuhan tahunan gabungan sebesar 94% dari tahun 2015 sampai 2018. Internet berperan penting dalam rutinitas sehari-hari banyak orang Indonesia, baik di kota-kota besar maupun kecil.












Tech and Analytics for Indonesian Businesses
As an Indonesian, you must already know that Indonesia is a hot market for internet businesses. Indonesia is "the largest and fastest growing E-Commerce market in Southeast Asia" with US$12B E-Commerce market in 2018 and 94% compounded annual growth rate between 2015 to 2018. The internet plays a role in the daily routines of many Indonesians, inside and outside of the big cities.












A Day in the Life of a Sparkline Guardian
We as Guardians get to do a lot of very interesting work throughout the day, which is not purely selling, pitching or project management, but rather an eclectic mix of all of these things, seen through the lens of strategy & consultancy.












3 Laporan Favorit Saya di Aplikasi + Web Google Analytics
Sudah lebih dari setahun sejak Google Analytics Aplikasi + Web pertama kali diluncurkan. Versi Google Analytics yang baru ini memberikan cara baru bagaimana kita dapat menganalisa perilaku para pengguna di lintas platform dan menggabungkan informasi mengenai perjalanan-perjalanan para konsumen. Meskipun Aplikasi + Web masih dalam versi beta, banyak pembaruan yang telah terbukti menjadi alat yang berguna untuk pekerjaan analisa saya.












My 3 Favourite Reports in Google Analytics 4 (GA4)
It’s been just over a year since Google Analytics first launched App+Web, a reexamination of the way we analyse cross-platform behaviour and piece together nuanced consumer journeys. While App+Web is still in beta, many updates along the way have proven to be handy tools in my analyst toolbox. I’ve put together a list of my 3 favourite reports, in hopes of convincing you to set up App+Web if you haven’t already done so.












Retooling the Workforce : The value of developing data literacy skills…
Sparkline’s HR & Education Director, Sarah Ann Rebello shares her thoughts on the importance of upskilling teams on the topic of data analytics. 












An Introduction to Data Science and Neural Networks with Images
Summary of the 90-minute intro to DS with an emphasis on Image concepts. Join us for future talks as we dive into more detail and write code to do cooler stuff from scratch!












Keep On Keeping On With Online Learning
Learning has always been a positive, it gives you the opportunity to better yourself and foster personal growth and development. We share our thoughts on online learning and a few options we’re offering to help enthusiastic learners and businesses alike.












Launch your digital analyst career with Sparkline Analytics Academy
We have developed our Analytics Academy to train up the next generation of data analysts to fill the anticipated 100,000+ person analytic talent shortage through the year 2020. We teach students to achieve actionable results and give them the tools to support large organisations with their online marketing and consumer data.












15 hours saved with Sparkline’s Innovative Consulting
How tired are you of preparing dashboards, manually pushing through reams of data, and trying to get buy in from those who are making the decisions based on your analysis? You’re not alone. It was these moments of everyday fail, that led Sparkline to help a leading FMCG brand to change the way they were working and use cloud based solutions to better optimise their e-commerce












How Sparkline visualises Conversion Trends with BigQuery
You have so much data at your fingertips. Hundreds of customers actions on your site, masses of data to wade through, and so much to understand beyond just acquisition. This was the issue faced by our Airline client when they asked us to help them better use their data to understand and visualise conversion trends.












Wrangling Data For Success – An Analyst’s View By Kevin Ho, Sparkline
Data has a wide range of applications and ideas can be generated by many people. Yet, in most organisations, data practitioners only comprise a small proportion of employees who may not have regular interactions with other business functions.












Top tips from the Data Geeks on Conference Etiquette in the US!
It was our first time to the US and our first time to a networking event of this magnitude! We were super excited. It was a wonderful experience, there were 600 partners from over 63 countries across the globe, we learnt a lot and networked with a lot of industry experts on the various different trending topics of the web analytics world!