‘AI and data analytics essential to media firms’


KUALA LUMPUR: The use of artificial intelligence (AI) and data analytics by media companies is essential in the transformation of the industry, says a media analytics practitioner.

Star Media Group senior general manager Analytics and Digital Products, Freddy Loo, said the media had to transform from solely providing information to also providing services.

“We want to build brands and we want to help our clients bring their products and services closer to their customers.

“And because of the ‘digital disruption’ that is happening globally, media companies had to be more customer-centric and data-driven.

“Understanding the readership behaviour helps us be more relevant to the customers as well as to the advertisers,” he said at Bigit 2019: 7th annual data science conference here yesterday.

The Star Media Group has several online platforms that garner about 20 million unique visitors and 120 million page views every month.

These platforms include The Star Online, StarTV, Mstar, Kuali, Starproperty, iBilik, Carsifu and Starjobs.

Loo explained that because of the changing consumption behaviour of consumers, data was used to target more relevant content to them, making their experience more personalised.

He said Star Media Group was also reinventing its platforms such as modernising Kuali and improving engagement of The Star Online with better recommendation and personalisation.

“The whole industry is being challenged globally and to stay relevant, we need to use data to better engage the customer and to build a better experience for them,” he said.
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