UM's consultancy practice, Business Analytics Engine (BAE), has hired Nimesh Chaturvedi for a newly created role, Associate Director, Data and Technology.

BAE uses real-time data, historical data and forecasting software to measure and optimize business outcomes. Chaturvedi (pictured) joins from Middle Eastern telco Etisalat, where he served as Senior Data and Analytics Manager; before which he worked for Reprise Digital MENA as Data and Analytics Manager.

In his new role, Chaturvedi's immediate remit is to lead the firm's Data and MarTech solutions. He reports to Michelle Yeates, Head of BAE, who comments: 'With experts like Nimesh on our team we now have additional capabilities to build on the strong data and analytics foundations of the practice. His expertise futureproofs BAE's offering, providing unparalleled experience in first-party data; propensity modelling; and digital measurement through privacy first clean rooms, ultimately unlocking client growth through more effective audience targeting and measurement'.

Web site: www.umww.com .

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