Seven West Media drives Big Data with key hire
Miller
Seven West Media has partnered with global media company Acxiom and hired a data analyst to mine insights for the company as it develops a data-led approach to business.
David Miller joins from Vodafone Hutchison Australia where he led the ‘big data strategy’ and at Seven he will develop a data-led business approach and create “one to one communications” with audiences across its broadcasting, publishing and online platforms across various devices ahead of the launch of Hybrid Broadband Broadcast Television (HBBTV).
The company is also in the process of recruiting a new digital head to spearhead the HBBTV push, with several international candidates understood to have been approached by the company to fill the role.
The big data strategy will draw on information gathered through subscriptions and online behavioural targeting developed through its Red Fusion business, an audience response measurement tool which combines Neuro-Insight, the Seven West database and Yahoo!7 data.
Miller’s role will be to bring this information and analytics together to deliver new content for audiences and allow highly targeted opportunities for advertising partners.
Kurt Burnette, chief revenue officer of Seven West Media said data is key to forming better connections with audiences.
“Over the past twelve months, we have made significant progress on this data project and expect we will be fully operational and integrated across our businesses later this year,” he said.
“David knows big data. And he has an enviable track record on delivery for Vodafone Hutchison Australia. We are looking forward to him joining us, driving our moves into data analytics and playing a key role in shaping our business strategies.”
Miller said he is enormously excited by the opportunity.
“The future of the media industry will be shaped by the companies that successfully transform their businesses through the innovative use of their data assets. Seven West Media are clearly committed to lead in this space through their ‘Red Fusion’ program. I am delighted to join one of Australia’s leading companies and be part of something that will change the industry.”
