CNN Swaps Research Arm for Audiences and Data Centre

In the UK, cable and satellite TV news channel CNN's commercial operations division has set up an Audiences and Data unit, which will invest in artificial intelligence and data science to replace the firm's existing research function. The new initiative is led by data scientist Mark Sear.

The new division use predictive analytics for audience segmentation and engagement, and develops advanced audience measurement metrics to complement, and eventually replace, the need for industry surveys to generate audience insight. CNN says this will provide clients with deeper engagement with their international audiences across linear, digital, mobile and social media platforms. The same approach will be used to develop CNNIC's commercial data proposition through partnerships with clients, and will build on CNN's Audience Insight Measurement (AIM), which targets commercial content to audience segments, optimises campaigns, and provides business insights to brands.

Sear (pictured) joins from Dell's data storage firm EMC Consulting, where he served as Chief Technology Officer of Big/Fast Data and Analytics, responsible for forming and building a big data consultancy across the EMEA region. Before this, he was EMC's Chief Data Officer for EMEA, and Chief Data Scientist for the UK/MEA.

Commenting on the new structure and Sear's appointment, Rani Raad, President of CNNIC, said: 'For 35 years the pan-regional TV sector has relied on recall surveys, the power of the brand and smart commercial solutions to deliver value to clients and generate revenues. The creation of our Audiences and Data group, led by Mark's vision, is part of the transformation of our business to put data at the very heart of everything we do across all platforms. For our clients, this means greater insight into the planning, execution and reporting of campaigns to generate deeper engagement with CNN's audiences and, ultimately, yield better results'.

Web site: commercial.cnn.com .