The Canadian Out of Home Marketing and Measurement Bureau (COMMB) has expanded its framework of technological and analytical expertise with the hiring of Farrokh Mansouri as head of data science.
Reporting directly to bureau president Amanda Dorenberg, Mansouri will be responsible for developing data-driven out-of-home (OOH) measurement approaches to better inform members’ marketing decisions. Specifically, his duties will consist of developing full lifecycle measurement model algorithms, along with their testing, implementation, and monitoring.
“COMMB is extremely fortunate to bring Farrokh onboard,” said Dorenberg. “Not only will we be able to leverage his advanced analytical approach to research, prototyping, and scaling of OOH data but he also provides a deep and varied understanding of what it means to be a thought leader, effecting change, and applying data focused technologies to business operations and marketing strategies. His experience working in transit ridership and routing science is highly advantageous for COMMB’s planned expansion into new areas of measurement.”
Mansouri comes to COMMB from the Trapeze Group where he served as lead data scientist, hiring, training, and mentoring a team of data scientists and engineers and developing machine learning models and adopting Agile and Scrum frameworks. Previously, he founded and served as chief technology officer for Alice Insights, assembling a team that developed data collection, storage, and retrieval interfaces and predictive technologies.
He holds three degrees from the University of Toronto: A Ph.D. in biomedical engineering, a master’s in clinical engineering, and a bachelor’s in engineering science.
“I am eager to put my skills to work for COMMB and its members,” Mansouri said. “Machine learning, artificial intelligence, and data modeling have a lot to offer the OOH marketer in terms of impact forecasting and measurement. I am excited to explore ways emerging data technologies can lead to innovative solutions and insights into OOH messaging, audience, and impact.”
Data remains on the forefront of COMMB’s mission to make OOH advertising more effective and profitable for all stakeholders. Mansouri will be instrumental in working with members to put data to use in every aspect of OOH marketing from data sourcing and methodology development to interactive campaign planning and production products and decision support.