Viacom Ups Schireson To Chief Data Officer

Viacom has created a new senior level post: Chief Data Officer.

Kern Schireson will be responsible for expanding Viacom’s market-leading data for the company’s domestic and international business, including its television, theatrical, events, consumer products and digital business units.

He will report directly to Wade Davis, EVP/CFO of Viacom.

Previously, Schireson was EVP of data strategy and consumer intelligence, overseeing the strategic insights and research. He also headed audience science, data strategy, and corporate business development teams.

Schireson helped create Viacom Vantage, the company’s data-driven advertising initiative, as well as launching Viacom’s 2016 Datafront, an event exploring how data strategy is redefining television.

Before coming to Viacom in 2014, Schireson was at Schireson Associates, a data science and analytics firm he founded in 2003.

Some six years ago, Viacom’s Nickelodeon network, took a big, somewhat unexpected hit - a 30% dip in kids 2-11 viewers. Company officials blamed Nielsen when it came to measuring kids viewing on TV platforms Nickelodeon.

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