Former Googlers Launch Analytics Firm Sparkline

Former Google execs Vinoaj Vijeyakumaar, Aleetza Senn and Timo Josten have set up a web and mobile data analytics firm called Sparkline, in Singapore.

The partners spent a combined total of just under twenty years at Google, working across performance marketing, analytics and technology partnerships, as well as digital marketing strategy. Vijeyakumaar's Google background includes measurement, analysis and insight.

The new firm provides insights into customer behavior through a combination of technology and analytics techniques. Its range of services includes business and technology audits; the setting up of measurement frameworks; tracking data against established KPIs; and providing training and support to bring teams up to speed with data management and analysis. These services are delivered through analytics tools developed by global technology partners Google, Adobe, Marketshare, Optimisely and others - to help clients analyse marketing, products and customers.

Commenting on the reasons behind the launch of Sparkline, Senn explained: 'Data can provide valuable real-time insights into actual behaviour, and help companies better anticipate demand and better serve customers. But the data itself creates significant challenges - complexity, size, volume, speed - that many companies are not equipped to manage.'

Web site: www.sparkline.com .