Channel 4 is implementing a major CRM programme – and has made a number of key appointments – as part of plans to develop viewer relationships and gain greater insights for its advertising clients.
The move follows chief executive David Abraham’s pledge to concentrate on data, although it is not yet known which company will provide and operate the scheme.
The broadcaster has also appointed Steve Forde, previously Channel 4’s head of digital marketing, to the CRM-based post of head of viewer relationship management.
A new role of head of data planning and analytics, which will oversee the database investment and data capture, storage and use, has been given to former DunnHumby analyst Sanjeevan Bala. He joins from ClearCell.
The insight team is led by Gill Whitehead, director of audience, technologies and insight. Former head of corporate and commercial research Sue Gray has been promoted to the role of head of advertising research and development.
Whitehead said: “The head of advertising research and development will ensure that advances in data analytics and audience engagement metrics are utilised to help evolve our advertising model.”
