Tigerair retains Happy Marketer for Google Analytics strategy

With a recent brand revamp, Tigerair has put a major emphasis on big data and analytics for driving business decisions. The airline first worked with Happy Marketer in 2012 to integrate web analytics into its digital marketing mix.

The rebranding, announced in August and live on the company's site today, includes a new name, logo and livery. The signature leaping tiger jumps out of the limelight to make way for a more contemporary grey and orange rounded font typography.

“Web analytics has become extremely complex recently, as we try to understand use behaviour across the web, apps and social,” said Rachit Dayal, a managing partner at Happy Marketer. “We are excited about the Google Analytics roadmap we have with Tigerair, which utilises the most cutting edge features available including universal analytics, mobile tracking and tag manager that can help us make faster and smarter business decisions.”

Happy Marketer started operations in 2009. Other clients include Far East Hospitality, Coffee Bean and StarHub.