Aliya Paracha is an Insight Controller at Sky Media, leading innovation within the Measurement & Insight team. With over 15 years of experience in data and analytics, she drives the development of advanced measurement and attribution capabilities that deliver clearer, more actionable insight for advertisers. One of her key achievements includes developing Sky’s multi-award-winning Web Attribution capability, which has redefined how TV advertising effectiveness is measured. Aliya is also passionate about championing women and diverse talent in technology and has been recognised as a Women in Tech Excellence Finalist. Outside of work, she dedicates time to volunteering and supporting charitable initiatives, and loves discovering new cultures and spending quality time with her family.