Audience Precision has announced the promotion of Insights team lead James Allerton to head of research and insights, effective immediately.
Allerton spoke to Mediaweek about his exciting new role, what he hopes to achieve and implement, and his outlook for Audience Precision’s Research and Insights Team.
Allerton joined Audience Precision in 2018 after his time with Roy Morgan’s client services finance team.
Since joining the media strategy consultancy and technology business, he has significantly honed his research and insights skills over the past five years. He joined as a research analyst before being promoted to senior research analyst and insights team leader in 2021.
Allerton has been managing the business’ insights unit for the past 12 months, developing strategic insights reports for clients and building and improving Audience Precision’s proprietary insights products.
Allerton and his team will provide research and insights in dozens of markets to clients based out of major global centres, including Sydney, London, and New York.
“We track the awareness of music artists and brands, provide insights on their audiences, and explore growth opportunities. We deliver reports and dashboards that provide consumer insights and strategies on a range of elements, including demographics, behaviours, brand preferences, media preferences and brand categories,” he said.
As head of research and insights, Allerton explained that he oversees the delivery of these insights and strategies and continuously improves our products’ efficiency and design.
Allerton shared that he is excited at the huge number of audiences and markets his team will cover this year.
“We’ll be providing regular reports in around 25 markets and have the capability to double that. We now have more than 60 AP DNA segments, which reflect a broad cross-section of the world’s population.
“Reports on these can be run in 50 markets, with a remarkable amount of efficiency. We also have the ability to measure and run reports on numerous other audiences, including music artists, brands, categories, and industries,” he said.
“One of our favourite things to do in the Research and Insights Team is to automate things. It allows us to spend more time exploring the data and extrapolating insights,” Allerton added.
On his outlook for the year ahead, Allerton noted that he is looking forward to Audience Precision’s continued expansion and working with a range of clients.
“There continues to be a huge amount of change in the world, and we are well-placed to report these changes to our clients and help them navigate through,” he said.
Allerton added that in the role, he hopes to raise the profile of Audience Precision’s Research and Insights Team.
“We’ve done great work over the last few years, and I’m eager for more people to experience it,” he said.
Allerton also said: “I’m looking forward to working closely with our leadership team in 2023 to continue to evolve the business – it’s an exciting time to be part of Audience Precision.”
Allerton will report to Audience Precision’s global CEO Haydon Bray. He said: “In his time at Audience Precision, James has become a highly valued and respected part of our Research and Insights division.”
“I’m thrilled to formally announce James’ promotion; in his new role, James will be a central member of our leadership team and will be deeply involved in our new business efforts, which are a core focus for us in 2023.”
Allerton’s promotion follows the recent promotion of Jessica Bray, who was appointed to head of media.
Top image: James Allerton