The Financial Times is aiming to put customer data and analysis at the heart of its operation by appointing its first chief data officer.
Tom Betts, who first worked at the FT from 2009 to 2013 before rejoining this year, has been promoted from vice president of customer analytics and research. He will sit on the executive board and head up a team of 30.
Betts’ division has been briefed to create new tools to spread the use of data across the business as well as test new ideas to build audiences and revenues. In addition, he will also support product development and provide data insights into advertising and audience engagement.
FT chief executive John Ridding said that Betts’ appointment was recognition of the contribution data insight brings to the FT’s performance and success. Ridding added: “His experience leading our data analytics team during a hugely important part of our digital transformation will be fundamental to the continued growth of our digital and subscription business.”
Under Betts’ leadership, Ridding claims the FT has become widely recognised for its pioneering use of data.
Earlier this week, Japan’s Nikkei media group won US antitrust approval for its $1.3bn purchase of the FT from Pearson.