Broadcaster ITV has launched the ‘ITV Insights Group’, a new proposition which will bring together specialisms in market, media research, analytics and data science to deliver audience-focused insights to all ITV teams.
The new department will look to embed insights into the heart of business decision making, using patterns in complex data to action concrete strategies that drive growth and respond to the greater demand for business intelligence.
“Integration of our Insights team aligns goals, encourages knowledge sharing, and boosts collaboration across the whole of ITV. I’m really excited to be leading this multi-skilled team to create better, quicker business decisions for the business,” Mortensen said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The broadcaster’s new Insights Group will be led by former director of audiences Neil Mortensen, who will be joined by director of insights Lara Izlan, director of insight capability, Mike Leverington and head of central insight, Paul Craigen. All three will report in to CMO Jane Stiller.
Stiller added: “In creating the ITV Insights Group we’re continuing to build on our strong data foundations with a rich tapestry of methodological expertise, spanning diverse disciplines and informed by the latest thinking in the field, to enable informed decision making across ITV and shape the future of our business.
“Neil is a renowned industry figure and anyone who has worked with him will know that his knowledge and passion for the world of data insight is second to none. We’re delighted to have such a strong and capable team alongside him leading this change.”
