Edelman DxI Hires Head of Predictive Intelligence

In New York, marcoms group Edelman has appointed Karima Zmerli as Head of Performance and Predictive Intelligence for its Edelman Data & Intelligence (DxI) multidisciplinary research, analytics and data consultancy.

Launched last year, DxI houses the group's research, analytics and machine learning capabilities, and creates, collects, stores and manages first-party data and identity resolution. The agency employs more than 350 research specialists, business scientists, data engineers, behavioral and machine-learning experts, and data strategy consultants based in fifteen markets around the world.

Zmerli (pictured) joins from GroupM's insight-driven content unit Wavemaker, where she spent the past five years as Chief Data Sciences Officer. In this role, she developed new products and solutions, and was responsible for GroupM's first Audience Science team. Earlier, she was VP Audience Management and Data Solution at Merkle; Customer Insight Group Director at Razorfish; and she held senior roles at Digitas.

In her new position, Zmerli will lead the Performance and Predictive Intelligence units globally and oversee the development and implementation of the related go-to-market strategy. She will report to Yannis Kotziagkiaouridis, Global Chief Data and Analytics officer of Edelman DxI, who comments: 'Karima joins amidst a meaningful shift in the data and performance marketing landscape; one where first-party data is more important than ever and the role of building meaningful relationships, creating movements, and earning engagement drives competitive advantage. Karima is an incredible technical expert that will help set the direction of data and tech at Edelman.'

Web site: www.edelman.com .

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