News UK hires Telefónica data chief Andrew Day to lead business intelligence unit

News UK: hires Andrew Day
News UK: hires Andrew Day

News UK has hired data specialist Andrew Day from Telefonica UK to head up a newly-created centralised business intelligence unit for all its publications.

He will report directly into News UK chief executive Mike Darcey and work alongside the group’s chief marketing officer Katie Vanneck-Smith.

Day joins from O2-owner Telefonica where he holds a similar role heading up the business intelligence division, which consolidates data held on customers to create more relevant propositions for customers.

News UK is setting up the business intelligence unit as it seeks to drive subscriptions to its website for The Sun, which now sits behind a paywall.

Last month, SimilarWeb, the web traffic measurement firm, claimed thesun.co.uk’s traffic has more than halved since the introduction of its paywall in August.

The Sun road blocked every major commercial TV channel as part of a £10m campaign to promote the launch of Sun+, its digital entertainment bundle.

The bundle includes Sun+ Goals, which allows users to watch Barclays Premier League highlights, its website and apps Sun+ Digital and its promotions Sun+ Perks.

The News UK business intelligence unit is expected to focus on how the group’s titles can price its products correctly and leverage data to make products more relevant.

Day has previously held roles including head of CRM at O2 and head of database marketing at BSkyB.

His time at BSkyB overlapped with Darcey’s, who joined the broadcaster in 1998 and rose to become chief operating officer before taking over the top job at News UK at the end of last year.

Day will leave Telefonica UK at the end of October and will be replaced on an interim basis by Sandra Fazackerley until a replacement is found. 

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