Astro Malaysia Holdings Berhad has gone live with Synamedia Clarissa as it looks to focus on how its decision-making ultimately impacts viewer behaviour.
The satellite-based platform has been investing in both content and user experience and will be using Clarissa to directly measure the success of its investment. For example, Clarissa allows Astro to change any element of its service and immediately see how this impacts other key performance indicators (KPIs) such as return-to-platform and average watch time.
Euan Smith, Group CEO at Astro, said, “With Clarissa we have an enhanced ability to make smarter business decisions that will help us better understand and better serve our customers. With a unified view across all our user’s journeys, our business teams can quickly understand in detail how content is being searched and consumed, finding new connections in the data, and thereby understanding where we can add more value and relevance to our services.”
Clarissa’s SaaS-based deployment model and built-in flexibility allowed Astro to go live in just six weeks and quickly make sense of the many ways its subscribers interact with its services.
“Unlike traditional data analytics which start with the data to try and find value, Clarissa takes an insights-first approach which is already giving Astro the ability to better understand how its subscribers behave and how they interact with their services,” added Paul Segre, CEO, Synamedia. “The onboarding and adoption of Clarissa at Astro was seamless because the service was designed at the outset for the video sector, with the metrics and insights from Clarissa already aligned to Astro’s KPIs.”
In July, Astro introduced the Synamedia Iris addressable advertising that provides unified targeting across linear and streaming video. Synamedia Iris went live on linear TV in July 2022, after earlier launches on the Astro GO on-demand service, Ultra 4K, and Ulti HD set-top boxes.
Astro Addressable Advertising is the first such service in South East Asia and allows advertisers to show different ads to different households while they are watching the same programme based on data including location and demographics.
