Wednesday October 21, 2020

Core sets its sightson big data

Ireland's largest media group makes senior appointment to target data-driven business, writes Siobhan Brett.

4th May, 2014
Brendan Bourke, chief data officer, Core Media. Picture: Feargal Ward

Core Media, Ireland's largest media-buying group, has become the first media agency in the country to appoint a chief data officer, a decision indicative of grand plans for the future in the area of data-driven business.

An area of growing interest to advertising agencies, ''big data in media terms involves collecting information from multiple sources to gain enriched insights into consumer behaviour, with very precise metrics.

Described by the group as a ''major statement of...

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