Umbel Names Dr. Tom Evans Chief Research Officer
June 11, 2012 at 1:38 PM (PT)
Online measuring service start-up UMBEL has appointed broadcast industry veteran DR. THOMAS EVANS Chief Research Officer (CRO), effective immediately, EVANS will spearhead all research activities: methodologies, metrics and approaches at the company.
DR. EVANS, who has worked for ARBITRON, the MRC, ESPN, ABC and WESTWOOD ONE, will use his 30 years of traditional research experience with UMBEL’s proprietary technology, leveraging social and big data, to better traditional media measurement and introduce at better standard for measuring digital audiences.
"We are honored and humbled to have DR. TOM leading our research initiatives and demanding an extremely high quality product for our clients," UMBEL Founder HO MAYCOTTE said. "Media consumption habits are shifting at an incredible rate. Users are consuming news, entertainment and advertising through digital channels that are extremely measurable, yet the market is still left with dated research approaches to address these audiences. It is the dawn of the Audience Economy. DR. TOM will provide invaluable expertise to enable Umbel to leverage traditional research principles and then extend them using innovative technologies like social and big data to increase research relevance to brands."
"For the first time, it is now technically possible to connect qualitative with quantitative audience measurement," EVANS said. "I am thrilled to be a part of the much-anticipated point in audience research where we can truly understand the ‘who’ behind ‘how many.’ The UMBEL team has what it takes to change the world of research as we know it and I am honored to be part of this exciting endeavor."