The centre of excellence will focus on iOS apps and app measurement, and will help RealityMine improve and evolve its ‘RealLife’ data modules, support data-driven decision making by advertisers, retailers, publishers and agencies across media, advertising and e-commerce, and to help clients extract valuable insights.

Lees (pictured) is currently data scientist lead at RealityMine, and worked at the firm for six years.

In addition to Lees, RealityMine has made three appointments to support the centre of excellence, including Joel Ansbro in the data engineering team.

Ansbro will maintain and improve the reporting pipeline for customers in his new role.

Louis Ruston has joined the RealityMine apps team, focused specifically on iOS apps, while Mason Chee has become part of the firm’s data products team, working on processing and analysing data streams.

Chris Havemann, chief executive at RealityMine, said: “With an ever-greater shift to digital in all aspects of our lives, researchers and brands are looking to unlock digital consumer insights through quality behavioural data technology.

“The launch of our centre of excellence in data science and recent new hires allow us to provide additional bandwidth to support new clients, keep pace with our growth, while also continuing to deliver new product innovations.”