Global data and technology expert Nimesh Chaturvedi joins UM’s Business Analytics Engine

UM’s consultancy practice, Business Analytics Engine (BAE), has announced the appointment of Nimesh Chaturvedi to the newly created role of associate director – data and technology.

Michelle Yeates, head of BAE said the appointment supports BAE’s ambition to invest in the critical skills and expertise to accelerate clients’ digital transformation and roadmaps beyond cookie-based media.

Says Yeates: “With experts like Nimesh on our team we now have additional capabilities to build on the strong data & analytics foundations of the practice. His expertise futureproofs BAE’s offering, providing unparalleled experience in first-party data; propensity modelling; and digital measurement through privacy first clean rooms, ultimately unlocking client growth through more effective audience targeting and measurement.”

Earning his stripes working with an enviable list of blue-chip clients in India, Taiwan, UAE and Australia, Chaturvedi brings a decade of in-depth experience working with data and analytics in cloud-based platforms to BAE. His immediate remit is to lead the Data and MarTech solutions for brands realising the value of their first-party data and data science and optimising audiences and paid media, to drive growth.

Most recently Chaturvedi was the senior data and analytics manager with Middle Eastern telco Etisalat and prior to that data and analytics manager with Reprise Digital MENA (Middle East and Africa). His experience creating digital transformation strategies and roadmaps is crafted from a deep understanding of a range of MarTech tools and technologies, including CDP, attribution solutions and first-party data warehousing in cloud and on premise, to help brands become more digitally mature.

He has gained a solid understanding of identifying and proposing digital transformation strategies. working across a very diverse media landscape, audience base and level of digital maturity in sectors including retail, CPG, banking, telecom, travel and hospitality, media and entertainment.

Says Yeates: “As BAE continues a period of sustained growth, we knew we needed brilliant people to match our already significant ambitions. It is obvious that not only is Nimesh incredible at what he does, but his diverse career background gives us a real breadth of perspective which will set BAE up for future success. It’s a privilege to welcome him to the team.”

Says Chaturvedi: “Opportunities to build and evolve a MarTech practice don’t come around very often. My mission is to help BAE deliver results for our clients through innovative growth strategies based on precision targeting high value audiences. In a world of big data, that means technology and analytics.”

Nimesh reports directly to Yeates and will work alongside UM’s chief digital, data and technology Officer, Adam Krass. His appointment is effective immediately.