Prior to Attensity, Beld spent six years at SAP, where she was responsible for customer innovation marketing, marketing portfolio strategy and new market category creation – including SAP StreamWork, a social business solution focused on collaborative decision-making in the enterprise.

Commenting on her appointment, DataSift founder and CEO Nick Halstead said: “Beth’s proven ability to define and drive leadership in new markets will firmly position DataSift as the leading platform powering the new big data economy and enable us to capitalise on the massive growth opportunity in social data.”

DataSift, like Attensity, is a Twitter data partner. It takes the social network’s ‘firehose’ of data and sells it onto companies for insight and analysis purposes. DataSift also sources data from other social platforms, with Tumblr the most recent addition.

The company raised $15m in a series B funding round a year ago.