Barb Hires Data Science Head

UK television audience measurement body Barb has appointed Khaled Serafy as its first Head of Data Science, charged with reviewing, verifying and developing the organisation's complex methods and models.

BARB was founded in 1981 by the major players in the UK television and advertising industry, and is responsible for delivering the country's television audience ratings. Last week the organisation dropped its capital letters and became Barb Audiences Ltd, simultaneously announcing that it was committed to expanding its measurement of audiences to include 'fit-for-TV' content on video-sharing platforms.

Serafy (pictured) joins from data science solutions provider BlueOptima, where as Regional Head of Data Science he oversaw the design and delivery of projects for large UK banks and telephone companies. Earlier he worked as a data analyst at Efficio, delivering business intelligence dashboards; and at Occam DM, where he implemented a data analytics tool for clients.

Joining on March 16th he will report to Operations Director Caroline Baxter and assume three main responsibilities:

• Reviewing the methodological and statistical foundations of CFlight, a UK commercial broadcaster initiative for post-ad campaign analysis,' to assure the UK TV and advertising industry of its integrity and rigour';
• Continuous review of the organisation's Dovetail Fusion data integration process, and running of the tender process for the renewal of the Dovetail contract, due in 2025 and currently with Kantar; and
• developing Barb's use of first-party data from its clients to enhance the current Dovetail integration of people-based and device-based data.

Baxter says of the hire: 'Khaled has extensive experience in developing and implementing data science solutions and evaluating potential weaknesses in statistical models. He's also able to explain complex technical issues in a simple manner. These skills will be assets for Barb as we develop and expand our audience-centric measurement of what people watch'.

Web site: www.barb.co.uk .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

Register (free) for Daily Research News

Simple printable version of this article

Email this article to a friend