S4C appoints Yard to provide strategic data services
S4C, the national Welsh language broadcaster, has appointed technical marketing agency Yard is to provide technical and strategic digital data services.
The initial project will cover configuration and implementation of the Google suite, including Google Analytics and Tag Manager. Additionally, Yard will provide S4C with a data framework, support and training services.
The objective is to assist S4C in improving their understanding of customer demographics, user profiles and website performance and to exploit advanced video and content tracking, all aimed at improving insight into audience web behaviour and the functionality of their website.
S4C’s head of insight, Carys Evans, said: "We're pleased to work with Yard on this latest development in our insight analysis. Understanding online habits and behaviour is important to meet the needs of our audiences now and as we continue to innovate and develop the wide range of digital services we provide."
Yard co-founder and chief technology officer, Paul Newbury, commented: "We are proud to form this relationship with S4C and we are looking forward to working with the broadcaster. The services we provide will help them to understand the needs of their digital users better, and aid in the work of developing content and services.”
Yard provides consultancy on data, content and innovation projects from its offices in Edinburgh, Glasgow and Cardiff.
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