Barb appoints Khaled El Serafy as Head of Data Science 27 February 2023 Barb, the industry’s standard for understanding what people watch, has appointed Khaled El 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 El 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.”