Effective Measure Hires Red Sheriff Co-founder

In Australia, digital audience specialist Effective Measure has appointed IMR Worldwide / Red Sheriff co-founder Tony Eustace in the newly created global role of Group Director - Data Insights.

Effective Measure - which has operations in South Africa, Dubai, New York, Sydney and Bangkok - uses 'Digital Helix' technology to overcome issues with cookie deletion and unique visitor audience calculation.

Eustace (pictured) began his career with two years as a Business Account Manager at ACNielsen and subsequently became an Account Executive with AGB McNair. He then co-founded online audience measurement company IMR Worldwide, which was later re-named Red Sheriff and acquired by Nielsen//NetRatings. More recently, Eustace has held senior roles at UsabilityOne, Nobel Biocare and Betta Dental Products.

In his new position, he will head the Data Insights team internationally, while overseeing the integration of the firm's data sets and profiling with external sources to create tailored insights for clients across the media, research and consulting sectors.

CEO Richard Webb comments: 'The Effective Measure team has been strengthened by Tony's extensive and impressive career in digital audience profiling. His pedigree in pushing the boundaries of the way qualitative and quantitative research products and methodologies can be designed to take full advantage of the emerging digital media, is a great asset to our global business.'

The firm has also recently hired former Yahoo! sales leader Ben Sharp to head the Australia and New Zealand operations, and promoted of Regional MD - Oceania, Michael Robertson to the global role of Group Director - Media.

Web site: www.effectivemeasure.com .