Malaysia’s leading content and entertainment company, Astro Malaysia Holdings (ASTRO), is deploying Synamedia’s Clarissa business insights solution to gain a deeper understanding about how business decisions impact viewer behaviour and content consumption, with the goal of boosting engagement.
Using Clarissa’s all-encompassing view of its TV and video data, ASTRO can 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.
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.
Understanding not just what people are watching but how they discover this content is one of the valuable insights ASTRO has already gained from Clarissa.
ASTRO is also using Clarissa to understand user navigation in order to better streamline a viewer’s journeys to the content he or she wants to watch.
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 users’ 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.”
Paul Segre, CEO at Synamedia, added, “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.”