Barb appoints Khaled Serafy as Head of Data Science

Barb, the industry’s standard for understanding what people watch, has appointed Khaled Serafy to the newly-created role of Head of Data Science.

Khaled will join Barb on March 16th and will report to Caroline Baxter, Barb’s Research Operation Director. He will have three key responsibilities:

• Reviewing the methodological and statistical foundations of CFlight (a UK commercial broadcaster initiative for post-ad campaign analysis), to assure the UK TV and advertising industry of its integrity and rigour.
• Providing the continual 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.
• 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.

Khaled joins Barb from BlueOptima, where as Regional Head of Data Science, he oversaw the design and delivery of high-quality data science solutions for large UK banks and telephone companies. Prior to this, he was a data analyst at Efficio, where he was responsible for delivering business intelligence dashboards, and a data consultant at Occam DM, where he implemented a data analytics tool for clients.

Caroline Baxter, Barb’s Research Operations Director, 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.”

Khaled Serafy added:

“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.”