Mikel Davis, director, strategy analytics, Peacock

Next on my journey, I joined the newly formed applied analytics team at Legendary Entertainment with the goal of modernizing the film and TV industry. I brought science to the art of marketing by leading analyses to identify micro-audiences for targeting - much more tailored than the gender- and age-based segmentation approach traditionally used. 

In 2018, I pursued an opportunity to become a founding member of the enterprise business intelligence team at NBCUniversal. The team’s charter was to shift the culture from thinking about data in silos to using it holistically across all its entertainment brands to support marketing strategy. My experience in this role positioned me well to identify ways to leverage our cross-brand data to support the launch of Peacock, NBCUniversal’s video streaming service. In my current role, I lead a team of analysts who analyze data to drive strategic decision-making across the entire Peacock organization, from customer management to long-range business planning to addressing key questions from our executives.