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SPH Media improves content delivery with AI and data analytics


Artificial Intelligence

SPH Media improves content delivery AI data analytics

Incorporating AI and data analytics allows SPH Media to create and deliver content, tell stories across multiple platforms, understand consumption trends, and provide personalized content.

This contributes to improved content discovery and engagement, richer multimedia experiences catered to user preferences, and increased operational efficiencies. SPH Media's Chief Technology Officer, Kaythaya Maw, said that the company uses automation, big language models, and generative AI to speed up different tasks in the newsroom. These tasks include summarizing information, transcribing content, identifying named entities, analyzing sentiment, and extracting content from PDF files.

Maw has created a DataHub to gather information from various sources, including partner surveys, website analytics, app usage stats, subscription details, and other third-party data. He said that this central repository gives a complete view of user interactions and behaviors by making sure that data can be accessed and managed from one place. SPH Media improves data gathering by implementing registration criteria, enhancing user tracking, and obtaining data sharing permissions on digital platforms.

Understanding user behavior and preferences is crucial for providing personalized content. Maw claims that audience segmentation services and platforms like Lumos, a newsroom analytics dashboard, make the combined data available. Skilled data analysts and explorers analyze data to understand audience preferences, demographic profiles, market groups, current themes, and content engagement metrics for newsrooms. According to Maw, these data-driven audience insights guide editorial strategy and decision-making. This includes finding out what the audience wants and adapting the content to their preferences.

He added that it helps to cross-reference reports and information sources with real data, guide investigative journalism on sensitive topics, and support financial investments in specialized content areas. Journalists use analytics tools like Chartbeat and Lumos to understand how audiences engage with their work. According to Maw, it provides a comprehensive picture of audience behavior, engagement, conversion, and important KPIs across time.


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