Nair will help develop MFour’s data strategy and grow its first-party consumer data and AI capabilities. This includes DANI, MFour’s AI assistant that connects behavioural data with survey responses.

He joins as MFour expands its survey data available via MFour Studio, and as the business develops how “AI turns those connected signals into actionable intelligence for clients”.

Nair has 15 years’ experience in data leadership at global tech companies. Most recently, he was head of analytics and BI at Amazon, where he led analytics for home security and doorbell brand Ring.

He has also worked at Uber, as global head of analytics and insights, and spent eight years at Adobe in various senior roles in data science and analytics. 

Chris St Hilaire, founder and chief executive of MFour, said: "We've already built a strong foundation by connecting first-party behavioural and survey data to a single opted-in consumer identity.

"The next phase is about continuing to scale that intelligence and make it even more actionable for clients. Nikhil has spent his career building the teams and systems that make that possible, and he'll be a key part of how we continue advancing DANI and Full Journey Intelligence."

Nair added: "I've built my career around connecting data to real business decisions and creating analytics systems that people can actually use.

“What stood out to me about MFour is the combination of first-party consumer data, deterministic identity and AI. As we enter into an era where the initial hype around AI is slowing within enterprises, there is a tremendous opportunity to make complex consumer journeys easier to understand and act on, and I'm excited to help scale that vision."

MFour was founded as MFour Mobile Research  in 2011 and was one of the first companies to use smartphones to improve the quality and accuracy of survey data. It changed its name to MFour Data Research a year ago.