The Financial Times has appointed Tom Betts as its first chief data officer in a newly created role which will focus on the strategic use of customer data and research across the organisation.
Betts, who has been promoted from his current role as vice president of customer analytics and research, will head a team tasked with creating new tools to democratise the use of data across the business as well as experimenting and testing new ideas with the aim of building audiences and revenues. He is also tasked with supporting product development at the organisation and will provide data insights into advertising and audience engagement.
John Ridding, FT CEO, was “delighted” to welcome Betts to the FT executive board and praised the contribution which data insight brings to the FT’s performance and success. He added that Betts experience in leading the data analytics team during the crucial part of the company’s digital transformation would be “fundamental to the continued growth of our digital and subscription business”.
Betts is credited with leading an award winning analytics team which has successfully used analytics data to improve business performance for the FT and helped it to deliver improved services and tools for advertisers and readers. The publisher’s focus on analytics and research is reflected in the growth of its team which now has over 30 people breaking down the data and looking at ways to improve online advertising.