NEWS28 February 2023

Barb appoints first data science lead

Data analytics Features Media People UK

UK – Barb (the Broadcast Audience Research Board) has appointed Khaled Serafy to the newly-created role of head of data science, effective from 16th March.

Khaled Serafy

Serafy (pictured) will join Barb from BlueOptima, where he is regional head of data science, overseeing data science services for UK banks and telephone companies.

Prior to this, he held roles at Efficio and Occam DM.

At Barb, he will be responsible for reviewing the methodological and statistical foundations of CFlight, a UK commercial broadcaster initiative for post-ad campaign analysis.

Additionally, he will continually review and assess Dovetail Fusion, Barb’s process for integrating its panel data with device-based census data, which is currently conducted by Kantar’s media division. Serafy will lead the tender pitch process for the renewal of this contract, due in 2025.

He will also explore how Barb can use first-party data from its clients to build on Dovetail Fusion’s current integration of people-based data and device-based data.

Serafy will report to Caroline Baxter, research operations director at Barb.

Baxter said: “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.”