MDDI picks digital analytics firm under WOG framework

SQREEM Technologies has been appointed to Singapore government's Whole-of-Government Digital Consumption Analytics Services Period Contract and Framework Agreement, giving participating government agencies access to its digital behavioural intelligence and analytics capabilities.

Administered by the Ministry of Digital Development and Information (MDDI), the framework allows participating government agencies to procure digital consumption analytics services to support areas such as research, communications and decision-making.

Under the framework, agencies will be able to tap SQREEM's technology to better understand how audiences behave and consume information online, including the topics and content attracting attention and how digital interests evolve over time.

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Its technology analyses large-scale behavioural signals across the open web, with agencies able to examine areas such as audience behaviour, content consumption, emerging topics and trends, demographic and geographic patterns, as well as the digital sources influencing online attention.

According to SQREEM, its analytics technology is designed to provide organisations with a deeper understanding of digital behaviour while operating within applicable privacy and data protection requirements.

The appointment builds on SQREEM's work with organisations across Asia Pacific, where it uses artificial intelligence, behavioural intelligence and data analytics to support audience research, communications planning and strategic decision-making.

René Raiss, founder of SQREEM Technologies, said the appointment marked an important milestone for the company as it looks to make its behavioural intelligence capabilities available to government agencies.

"Singapore has long been at the forefront of using technology and data to support better decision-making, and we look forward to making SQREEM's behavioural intelligence capabilities available to government agencies through the framework," said Raiss.

"This appointment is an important milestone for SQREEM and reflects our continued commitment to building trusted technology that helps organisations make sense of an increasingly complex digital environment," he added.

The appointment comes as the Singapore government continues to sharpen how media and communications services are coordinated across the WOG. In July this year, the government sought to appoint a panel of media buying agencies to deliver collective media planning and buying services across government, with the pitch run by KPMG.

According to tender documents seen by MARKETING-INTERACTIVE at the time, the master contract aims to generate greater cost savings through economies of scale, strengthen marcomms coordination and capability building across government agencies, and centralise campaign data through a shared dashboard to improve campaign processes and performance.

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