Astro – a Malaysian Pay TV provider – has chosen Synamedia to provide insights about the impact its decisions have on the viewing behaviour of its Pay TV subscribers. By leveraging Synamedia’s Clarissa technology, Astro will be able to change an element of its service and observe how this affects KPIs such as average watch time and return-to-platform.
Astro is currently deploying Clarissa to assess the impact of a new feature which is designed to improve content discovery on the service. Synamedia remarked that Astro is also using Clarissa to improve users’ navigation on the service and streamline their journey to the content they are interested in.
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. With our continued commitment to leadership in technology and services, Clarissa is a key new tool for us.”
Paul Segre, CEO at Synamedia, said, “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. 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.”
