Forman Advances to CTO at Targetbase

DALLAS Targetbase has promoted Ed Forman to chief technology officer in a move that represents the agency’s commitment to “business intelligence,” the shop said.

Forman was previously vice president of business intelligence at the Irving, Texas-based database and relationship-marketing agency. Giri Durbhakula, who formerly headed the technology department under the title of chief information officer, has left the Omnicom company.

Forman, who has worked at Targetbase for six years, has been instrumental in creating the agency’s business intelligence discipline, which is a way of using data to reveal consumer insights that can be translated into direct marketing executions.

Targetbase has created such marketing systems for clients like Sony Electronics, Southwest Airlines and American Honda Motor Co.

“Business intelligence is the killer technology of the future,” said shop president and CEO David Scholes in a statement, “which is why Targetbase already puts BI, along with research, analytics and creative execution, at the core of our offering to clients. BI allows us to base our marketing recommendations on provable assertions that bring repeatable results.”