DataSpark’s advanced analytics intelligently interprets data from the Singtel network to generate insights that explain and predict market developments. These insights help governments and businesses make smarter, better-informed decisions. Our analytics tool, DataSpark, provides detailed meta-information while protecting individual customer privacy. All data used by DataSpark is encrypted, a nonymised and aggregated to be compliant with Singtel’s data governance framework and with Singapore’s Personal Data Privacy Act. DataSpark has access to extensive locational data repositories, allowing us to look below the surface, telling us where people are and when. For example, in 2014, we developed the capability to anonymously map crowd movements in malls. This revealed potentially profitable insights for retailers and mall managers alike, such as the most visited locations in each mall. During the first year of DataSpark’s operations, we have focused on the following challenges: