Understanding audience behaviour through analytics at Star Media

As the digital dial shifts in the Malaysian media sector, moving away from traditional outlets such as print, TV and radio, the impact on audience and advertiser acquisition heightens.

No longer is heritage admired, with an influx of new platforms such as digital and social creating more competitive and compelling ways to consume content.

Breaking news this is not. But for Star Media Group – a Malaysian media house specialising in the publication, printing and distribution of newspapers and magazines – a new narrative is required.

“I work in an industry that has been digitally disrupted with user reading patterns shifting from print to online,” said Kang Yew Jin, group chief technology officer of Star Media.

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