BARB names head of data science to oversee CFlight, Dovetail Fusion

UK audience measurement outfit BARB has appointed Khaled Serafy to the newly-created role of head of data science.

Khaled Serafy

Serafy will join BARB on March 16 and will report to Caroline Baxter, the organisation’s research operation director.

BARB said Serafy will have three key responsibilities: reviewing the methodological and statistical foundations of CFlight, the initiative for post-ad campaign analysis; providing the ongoing review and assessment of Dovetail Fusion, the process for integrating BARB panel data with device-based census data, currently conducted by Kantar Media, and leading the tender pitch for the renewal of this contract, due in 2025; and providing solutions on how BARB can use first-party data from its clients to build on Dovetail Fusion’s current integration of people-based data and device-based data.

Serafy joints BARB from BlueOptima, where he was regional head of data science, overseeing the design and delivery of data science solutions for large UK banks and telephone companies.

Baxter said: “Khaled has extensive experience in developing and implementing data science solutions and evaluating potential weaknesses in statistical models. He’s also able to explain complex technical issues in a simple manner. These skills will be assets for BARB as we develop and expand our audience-centric measurement of what people watch.”

Serafy said: “I’m very excited to join BARB at a time when the industry is undergoing such significant changes. It’s clear that Barb is also evolving, while remaining committed to independent, objective and transparent measurement. I look forward to working with the Barb team and collaborating with BARB’s clients and contractors.”