Yahoo7 has announced Peter Hammer as its new head of insights and analytics.

Hammer will play a key role in understanding audiences to drive consumer product development and sales strategy for the Yahoo7 audience, product and commercial teams.

Hammer brings more than 10 years experience in strategic research to his new role at Yahoo7. Most recently, Peter was the director of research and planning for Turner Broadcasting System, Asia Pacific, delivering research insights and strategic planning support to drive commercial decisions across the network. His experience spans media and marketing industries across the Asia Pacific region with previous research roles at Turner International Australia, Austar and The Ehrenberg-Bass Institute.

Caroline Casey, director of product and audience for Yahoo7 said: “We’re delighted to welcome Peter to the business. Insights and analytics are a core part of our business. Data plays a crucial role in helping us understand what our audiences and advertisers want and how we can deliver the best experience for them.”

“Peter’s wealth of knowledge in consumer insights will enable us to continue to place our audience and advertisers at the heart of our business,” she added.

Hammer will be based in the Sydney office.