Becoming a Digital Data Analyst

Shared by our very own Data Analyst Issac!

So here I am, reaching out to you all to tell you more about working in the wonderful world of Data Analytics, what can I tell you? Maybe I start with who I am? Well my name is Isaac, I graduated from NTU earlier this year in January to be exact, with a bachelor degree in mathematical sciences majoring in statistics.

Since you are here reading this, chances are you are interested in becoming a business analyst, a data analyst or a data scientist? Maybe you were drawn into the field by the exciting developments in artificial intelligence. Or maybe you were inspired by how multi-billion dollar companies like Google, Netflix, Amazon, are tapping into big data to solve some of the world’s most difficult problems? Pretty cool eh?

For myself, it was the marriage of my two favorite subjects: statistics and programming. Armed with my portfolio of data science projects from school and an internship, as well as technical knowledge, I set off on my job search but alas, of course, it was never going to be that simple. The same job posting from two companies can have vastly different requirements. It was difficult to justify my worth in a field dominated by postgraduate students and industry veterans, where do we start?!

After months and months of rejections, which can take a toll on one’s confidence but this did not deter me my passion for this industry was further ignited when I heard back from a small but mighty company called Sparkline and so began my journey into digital analytics as an intern. As part of my on-boarding process, I embarked on a pre-designed learning plan for my first 3 months during which I soaked up as much information, read as much as I could and I opened my mind to LEARN – this is the best advice I can give in terms of the mindset to adopt and honestly, it has helped me ramp up much faster than I had anticipated.

So cycling back a step, why this industry I hear you ask? Why a career as a Digital Data Analyst? Well let’s look at it another way, I am sure we can all bear witness to our increasing digitalized world: from online shopping to booking flight tickets, to online banking. The other day I read an inspiring piece on an independent fishmonger who is now selling his wet market produce online, the internet has democratized the sales and marketing process for millions, enterprise and individuals! However, only a fraction of these companies have digital analytics implementation in place, and this does not even include many other small and medium-sized enterprises who are planning to go digital.

As such, these companies find it hard to measure their performance and drive sales through marketing campaigns. Information on digital analytics is scarce and buried beneath cryptic technical guides. Adopting Digital Analytics and building skills in this area, can help business flourish by making better business decisions along with utilizing their marketing spend more effectively, I am hugely excited by enabling businesses to do this, that is why this is the role I have chosen, the path I am taking and the skills I am developing here at Sparkline.

Despite having no prior experience,through on-boarding plans, training opportunities and on the job learning with my awesome team it wasn’t long before I was wrangling through data from an E-commerce website to discover what medium their users were coming from, which part of the shopping process had the highest drop-off, and making recommendations to the client.

In conclusion, while predicting the potential churn of your existing customers, recognizing handwritten digits and predicting housing prices from a toy data-set are certainly impressive feats, it is difficult to prove your worth to potential employers. Digital analytics is a powerful and highly practical skill that I sincerely believe you should add to your repertoire. I am grateful to Sparkline for introducing me to digital analytics and giving me the opportunity to be here today as a full-fledged data analyst.

I hope that my ‘speech’ has sparked your interest in digital analytics. Whether you are taking training courses with Sparkline’s Training Business or navigating your way through the labyrinth of YouTube, Coursera and Udemy videos, we would like to welcome you to the incredible world of digital analytics, enjoy the ride!

Why Google BigQuery? – Insights from a Sparkline Digital Marketing Analyst

My role as a Data Analyst at Sparkline is to look at business problems and challenges presented to us or perhaps detected by us through our consultative approach. We then work through the data provided and form insights and recommendations to support our clients to cut through the noise and make sense of their customer data. Ok so that’s the ‘elevator pitch’ done now let’s explore more about how we, as Analysts are able to do what we do through utilizing the Technology available to us….
As Consultants we are often asked our views on some of the endless options of Marketing and Analytics Technology out there in the market and one we are being asked a lot more recently is ‘ Why Google BigQuery?’
In our team here at Sparkline, Google Big Query is integral to the way in which we analyse our data sets and allows us to efficiently and effectively deliver our analysis and data visualization projects.
Let’s explore a little further and allow me to provide my opinion and insights in more detail as only an Analyst should!
Google BigQuery is designed to be server-less, scalable and flexible. As technology improves, the vast amount of data which companies and institutions collect has become increasingly inefficient for existing infrastructure to keep up. The Cloud Infrastructure has been adopted by many, to better cope with storage, performance and the costs associated with them.
BigQuery is a great tool for data storage, computationally intensive queries and a powerful foundation for AI/Machine Learning offering the following:
· Real-time Analytics:
BigQuery high-speed streaming insertion API provides real-time analytics. BigQuery allows you to analyze what’s happening now by making your latest business data immediately available for analysis.

· Server-less Scalability:
BigQuery server-less technology and its unique pricing model, provides unparalleled performance with flexible infrastructure having the ability to call upon additional resources only when needed and paying only when its used.

· Secured Availability:

BigQuery automatically grants durable, replicated storage and high availability even in cases of extreme technical failure. Backed with the Cloud Identity and Access Management security feature for managing user access and data encryption.

· Seamless Integration:
BigQuery forms the data warehousing backbone for modern business intelligence solutions and enables seamless data integration, transformation, analysis, visualization, reporting, machine learning and AI with tools from Google Suite.

It is certainly true that digital data analysis becoming a hugely significant skill to have within any business but the talent gap is still extremely wide and with such a myriad of pieces of Marketing Tech out there, it becomes increasingly difficult for businesses to navigate.
Choosing the right MarTech tool to fit your business can be a crucial way to ensure a more efficient and effective approach to Data Analysis and Management. Thus enabling business to understand their customers and their digital journey in a clearer fashion, making the data actionable! Awesome!
So in conclusion and in my humble opinion, by helping businesses understand their customers, operational efficiency, and more, Cloud Computing will only become increasingly relevant and knowledge of the most effective tools out there, far more valuable than ever before!

By Jervis Chionh – Data Analyst @ Sparkline


Top tips from the Data Geeks on Conference Etiquette in the US!



We were lucky to recently attend the Google Marketing Partner Summit, in San Francisco.


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!


We thought it might be cool to share some of our musings from our trip…


Learnings & Tips

  • Don’t worry about the language barrier
    • We found “Data” was a common unifying bond across participants as even though we come from different countries and backgrounds – we all speak the same language!


  • Don’t be shy when it comes to talking to an industry expert…Don’t be intimidated, it’s always good to network!
    • If you are too shy to ask a question during a session, you can approach the speaker in private at the end and still have it clarified! Also do try to listen to some of the other questions that are being asked as well – there are a ton of people facing the same technical issues as you are so you will highly benefit from this!


  • Get ready to Hustle!
    • What’s your personal pitch? Have a clear crisp description about yourself and your role ready! This is highly useful as you will find yourself giving a lot of introductions about yourself, your company and your role in the US!


  • Talk Solutions & Impact – not Product
    • Once you’ve introduced yourself, you can change gear and start talking about your company. Breaking down silos is a good approach when you are explaining yourself and what your firm does. Don’t talk products/tools, talk solutions & impact first!


  • Scope out the “competition”
    • Talk to Partners from the rest of the world. This helps you get to understand the ecosystem there, learn from their experiences – especially those from more “developed” Data markets
    • Consider how you can take learnings from other partners and see how that can scale to your daily work – an example of this was hearing Partners share some of their approaches which gave us inspiration and was a great foundation piece for us to reflect on when developing future solutions


  • Value your time
    • If you feel you are part of a networking meeting where there is not much value, gently excuse yourself, take full control of the situation. Same is true for the actual conference sessions…which leads us to the next tips!


  • At the conference itself :
    • Divide & Conquer: If you have a conference buddy, split up the day’s activities and work out who is going to what, and check in. If you don’t have a buddy, make a friend and offer to co-share notes on Google Docs!


    • Attend all Demo Booth sessions : as it’s pretty cool as you get to interact 1:1 with the product managers & engineers & understand a lot of the product updates that are going to be released soon!


    • Talk to product managers about the tools you used so you can provide feedback and gain an understanding on what’s on the roadmap / product vision (The Google team actually inserts this back into their product roadmap and you get to see feature releases for these.. It might take a while but it does get implemented if its a common concern!)


Notes on US Culture

  • Everyone is super friendly and generally greets you with pleasantries whenever you buy your food or get into a lyft , etc. Relak lah. Smile 🙂
  • There is huge diversity in culture and ideas which creates an environment where ideas are freely shared and innovation is highly-regarded and that is reflected in how advanced our US counterparts are in activating their data insights to improve client’s business. Take advantage of the opportunity to debate ideas with different mindsets!
  • Coffee in the US is not all that great 😀 but Starbucks was awesome !
  • SF is really really really cold ! Go to Uniqlo beforehand and buy some thermals!
  • Portion sizes are huuuuugeeeeee! Be careful when you order 😀
  • Don’t forget to tip when you eat out in US! (There are “tipping” apps / calculators you can download beforehand).


We hope these tips help. If anyone has any other great hacks, experiences to share on how they navigate Conferencing we’d love to hear – please post below!!!


Stay tuned for our next blog where we will cover the GMP Summit 2018 in detail!

Madhu Bakthavatsalam and Khairul Anwar – Sparkline Superheroes! 

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.


Today, without basic knowledge of data, business users find it difficult to understand data analysts. They often feel that the pace of data projects cannot match the fast pace of the business. Due to communication breakdowns or mismatch in expectations, the original business problem may not be solved in a satisfactory manner. Data analysts also become frustrated because they find it challenging to communicate their results with colleagues who do not understand basic data concepts.


Such issues prevent companies from rapidly utilising data to deliver superior outcomes and adapt to changing conditions.

Wouldn’t it be highly beneficial for ANY employee, if they could unlock the potential of such powerful strategies and tools?

What if you could disperse or embed data expertise throughout the various functions of an organisation?

By educating employees, changing how tools are used and allowing employees to take on additional responsibilities, companies can place themselves in a good position to flourish in the years to come:


  1. Education – Because Knowledge is Power!


Continuous learning has never been more relevant, especially in today’s knowledge economy. Teaching the core concepts of data science, and some primers on using data tools will allow employees to become more self-sufficient. A good practice would be to create online courses or tutorials for employees. Alternatively, many vendors or consultancies (such as our own) have already created their own online educational academies or programs – these can also help improve the proficiency of teams at a reasonable cost.

As teams progress, there will certainly be some members who learn faster than the rest – these are opportunities for them to mentor others! Working on problems in pairs can also be another constructive way to accelerate learning and consolidate knowledge.

As teams get a better grasp of data concepts, the quality of communication should increase – business requirements can be more precisely translated into technical requirements and ideas can be exchanged freely without confusion or misunderstanding. Frustration should decrease – with understanding comes an appreciation of how difficult certain requests may be. Employees will change the way they interact with those responsible for end products of data science processes.


  1. Tools – Plug and Play, just bring business knowledge!


Data analytics teams should also be tasked to create more front-end tools that can be easily used by employees not familiar with coding. Keeping data tools confined within data teams may also not be optimal since no other team can access them. Data teams also end up shouldering the extra burden of being gatekeepers to these tools, should there be any request from other departments.

If most inquiries from other departments are relatively basic requests that can be completed with some rudimentary understanding of data science concepts, then it may be better to open up access to these data tools.


  1. Roles – Data is a People Capability


Once skills and tools have been introduced  to an organisation’s employees, roles and responsibilities can be modified, and access levels to relevant datasets can be granted. Over time, as more team members also pick up basic coding skills, even employees from non-data teams can apply new knowledge to solve day-to-day problems within departments quickly.

The focus of data teams can then be shifted from helping teams with analysis and data-related tasks to building tools that enable others to do their data work better and faster.

With this scalable approach, progress can be made on a higher number of projects as compared to the previous approach where data science was a scarce resource.

Data is here to stay – companies would do well to ensure that employees are data-savvy and are able to work more efficiently and effectively with it.


Data analytics is a field that belongs to everyone and with some effort, employees can become “data people” within their own roles or teams. By doing so, new heights of innovation and productivity will be reached.

By day, Kevin is a proud Data Person at Sparkline, as a Data Analyst, he helps businesses across Asia Pacific grow by creating actionable analysis; by night, he’s a passionate life-long learner, running his own data science experiments, tinkering with new ideas.

Want to become a “Data Person” too? Check out Analytics Academy by Sparkline, and sign up to become a business ready digital data analyst in 20 hours.

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.

Using BigQuery our client had access to an interactive dashboard that could track a typical 100 customers’ full journey from when they visited the site.  More importantly it allowed our airline client to start to understand how customers were dropping off before converting.  With this tool we were able to dive deeper by date, device and marketing channels.

This was important for our client as it helped them to optimise conversions.  What it really allowed them to do was assess in a practical and quick way user’s engagement beyond acquisition to know where to improve quality and help decision making across teams.

And in an industry that relies on fast moving segments, it allowed our client to solve problems fast. This was mainly through quick access to where users drop off and use different segments to come up with hypotheses for testing, especially when launching a new site.  Report time was reduced from 3 hours manual work to 0 hours increasing efficiency ten fold. This toll ultimately helped the airline’s teams locate problem areas faster and then run deeper analyses to identify root causes. Now that’s the kind of data you want to get your hands on.

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

The goal was threefold. We wanted the FMCG to drive decision- making across e-commerce brands and geographies, reduce dashboard preparation time and make analysis more efficient through automation using Google Cloud Platform and Data Studio

How did we do that?  The Sparkline way of course. Our team of specialists used  scripts to automatically extract data from the data files, transform them into the appropriate data structure, and load the processed data into a BigQuery warehouse. The extracted data was then visualised in a Data Studio aligned to business objectives of the visualisation.


What happens when you take a fairly manual and time pushed company and revolutionise the way they use their data?  Preparation time was reduce from 16 hours to under 1 hour. (Read that again until it sinks in) 15 hours saved. Real time data is now available for analysis and manual data analysis has all but disappeared.  Why is this important? The less manual a process, the less error prone it is, making the data analysis more accurate. And the best thing? This solution is completely scalable.

Sparkline listens, finds the solutions and makes sure that the effect has an impact on your business.


Launch your digital analyst career with Sparkline Analytics Academy

Digital analysts are in hot demand. With the need for data scientists growing at around three times that for statisticians and BI analysts and with forty percent of global companies relying on the analytics expertise of an individual employee to make business decisions, now is the time to gain the skills you need to launch your career in this exploding field.

How do you choose the right training for such an important role? A quick Google search of “analyst upskill” reveals a frenzied multitude of training options, each of them crammed with guarantees to “Maximise efficiency!”, “Increase capability!”, and “Boost confidence!”. Each shiny option promises the same result: to teach you how to get things done.

With so many choices that look so similar, it can be hard to choose the right course for you.

At Sparkine, we know that getting things done comes down to making insights actionable. Practically anyone can acquire the right information or extract the right data; at the same time, true value lies only in what you do with those insights. What problems you solve, what practical applications you discover, and what actions you take: this is what sets the successful analyst and business apart from the rest.

Years of providing actionable insights to our clients across diverse regions and verticals has led us at Sparkline to realise that delivering genuine results demands more than basic analysis abilities. You need more than programming skills, more than technological expertise, and even more than business knowledge to be good at your job. To truly achieve results, you need brilliant soft skills, with empathy, a critical thinking mindset, and a core desire to empower not only though insight, but through action.

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.

Sparkline’s training goes beyond programming languages to deliver and develop capabilities in business-ready practices, soft skills, and empathy that will propel data-driven action across organisations. These are the exact skills that are most needed by businesses today.

A recent study by Accenture concluded that one of the biggest challenges for marketing leaders is not finding or hiring analytic talent; rather it is finding the right ways to move the mountains of data into insights and then into action. “Data scientists are technicians who are very good at managing and manipulating data,” says Peter Fader, the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania and author of Customer Centricity: Focus on the Right Customers for Strategic Advantage. “But data science is about looking for patterns, coming up with hypotheses, testing them, and acting on the results.”

Even more important than cultivating this skill set, though, is cultivating it right. That’s why we built our Analytics Academy with a focus on providing training for future analysts by analysts with years of experience on the job. In collaboration with Google, we tested our curriculum across four hundred students from a multitude of diverse backgrounds including chemical engineering, psychology, computer science, and more. After completing Sparkline’s Analytics Academy program, all students were offered full-time positions in digital practices, commanding higher than average salaries across the board.

Such success isn’t a surprise to us. Sparkline’s Analytics Academy empowers each of its learners from the get-go and we expect our course graduates to walk away from the academy with the skills they need to land the jobs they want. The design of our Analytics Academy allows you to take control of your learning in a way that best fits your individual ambitions, whether it’s by following a comprehensive recommended program or selecting pick-and-mix modules to sharpen your focus. Moreover, the Analytics Academy allows you to practice your newly developed skills in the real world immediately, as often as you like, through online learning with offline exercises.  

Perhaps best of all: the Analytics Academy requires absolutely no previous experience. In line with Sparkline’s mission to empower people and businesses through democratising data science, our programmes focus on people, not products, helping everyone to unlock the power of analytics regardless of their prior experience or lack thereof.

If you’re ready to fast track your career then it’s time to get the skills you need and land your dream job. Learn everything you need to know about digital analytics plus gain the business-ready practices, soft skills, and empathy that will make you an invaluable business asset with the Sparkline Analytics Academy.

dtac Users Frequenting the Community Page are Quality customers

At a Glance

GOALS: dtac wanted to understand the role that the Community page plays with regards to users who converts on dtac.

APPROACH: Through a segmentation analysis, dtac was better able to understand the value of their community users in terms of loyalty, engagement and propensity to purchase on site.

RESULTS: dtac placed more emphasis in monitoring & engaging with their community users who were shown to be a high-value segment.


Understanding and utilizing data
In a market where users are more inclined to be involved in the online community than ever, dtac recognised the importance of finding out the role that their Community page has in driving users towards their products and offerings.

Traits of users on the Community Page

  • They are very loyal users of dtac. 95% of whom are Returning users.
  • They are highly engaged: spending 3X longer on the site (6 mins); looking at 4X more pages per session (10 pages / session); and a lower Bounce Rate of 18%.
  • These users also spend more with dtac: up to 70% higher AOV; and their monthly phone bill is 50% higher compared to an average user.
  • They are twice twice more likely to purchase a mobile device from established brands (i.e. Apple, Samsung).

Moving forward
With the data and analysis in hand, dtac can now serve personalised ads using Audience segments to increase conversions. Also, they can now target look-alike audiences that are more likely to become high-value.

About dtac

Total Access Communication Public Company Limited, commonly known as DTAC, is the third-largest GSM mobile phone provider in Thailand after AIS. DTAC is owned by Telenor both directly and indirectly, and both companies share the same logo.

To learn more, visit


Genesis Energy Increases Revenue through Online Channel

Genesis Energy’s improved online experience, powered by analytics, has increased the company’s sales performance through the online channel.

The Problem: Genesis Energy had high volume of activity on their website, however these visits were not converting into sales. To better understand user behaviour, roadblocks and drop off points they brought in analytics experts Sparkline.

The Solution: After setting up Google Tag Manager across every page of the Genesis website, Sparkline implemented Google Analytics. By using the events and custom dimensions functionality, every action on the site was captured allowing Genesis to study user behaviour and related patterns. Analysing drop off points, the online customer signup form was identified as a roadblock to conversion.

The Results: Genesis responded quickly. Better understanding of user behaviour and taking action to simplify the customer signup form improved sales through the online channel by $NZD4M. Genesis now plan to implement Google Analytics Premium, DoubleClick integration, segmentation and optimisation of the customer lifetime value, for more control and ongoing insight into their customer data.



About Genesis Energy

New Zealand’s largest energy retailer, selling utilities to 650K homes. In 2013-14, the business serviced 26% of the retail electricity market and 42% of retail gas while also producing 14% of New Zealand’s electricity.

To learn more, visit

Amari’s bookings increase 47% with Google Analytics’ Attribution Modeling Tool

Amari is a hotel brand owned by Onyx Hospitality Group. The company had been evaluating the effectiveness of its marketing channels based on last-click attribution, but this was proving problematic. Intuitively the team knew display marketing was an important channel contributing to the business, but the last-click model made this difficult to quantify, hard to prove, and even harder to optimize. They have turned to Sparkline to help quantify this intuition and access measurable insights.

Attribution models to fit
We proposed solving Amari’s issue through the use of Google Analytics’ Attribution Modeling Tool and Multi-Channel Funnels. The team used the Attribution Modeling Tool to build, customize, and compare attribution models for Amari’s digital marketing activities. The aim was to apply these models in order to reveal the impact of the company’s diverse marketing efforts, specifically how these worked together in driving sales and conversions. It used Google Analytics’ Multi-Channel Funnels to uncover how much assistance each channel contributed towards conversions, and leveraged the Attribution Modeling Tool to assigning a non-ambiguous monetary value to those assists.

The initial challenge was discovering what model to use. After in-depth experimentation, the team decided to utilize the linear and time decay
models. The linear model equally allocates the value of a sale across all touch points, while the time decay model allocates value in favor of touch
points closer to the time of conversion. By using a combination of the two, Amari’s digital marketing team could assess channel effectiveness both on
an egalitarian basis and by showing preference for those who drove valuable traffic more recently.

“We have successfully shifted from the outdated last-click attribution towards a more holistic model that helps us optimize marketing accountability and, more importantly, profitability,” explains Chutima Fuangkham, Director of Digital Marketing for Amari Hotels. This has allowed Amari to confidently increase its display marketing budget. Overall, by increasing investment into undervalued marketing channels, Amari has achieved a 47% boost in bookings.

Read the full case study here.

About Amari 

Amari is a hotel brand owned by Onyx Hospitality Group. It provides full-service hotels and resorts, serving business and leisure guests. For more information, head to