• by Wayne Friedman , September 5, 2017

Boosting its efforts around more data-based results for advertisers, NBCUniversal has hired a senior Comcast Cable research executive.

Kavita Vazirani will occupy the new role of EVP of strategic insights and analytics, NBCUniversal.

“Now more than ever, we need someone who can unify the innovative consumer and marketing insights and analytics taking place at our company,” stated Krishan Bhatia, EVP of business operations and strategy for NBCUniversal.

Vazirani will oversee a team of research executives in support of all NBCUniversal’s Client Partnerships -- including audience analytics across linear and digital TV platforms and measuring clients’ data-enabled campaigns, as well as other advertising initiatives.

She will also look to engage new partners in the research field to further cross-platform measurement solutions.

Vazirani had been SVP of media strategy and media science at Comcast Cable. Since 1997, she held a variety of senior roles at Comcast Cable.

In her most recent position, she directed development and media buying of a Comcast Cable budget in excess of $1.5 billion, and focused on measuring media ROI through econometric modeling and direct-response measurement techniques.