Geffen Mesher launches data division

Portland-based Geffen Mesher announced the launch of a new division called Baleen Data that will focus on providing clients with data analytics and insights.

The division was named for the baleen whale, which feeds on tiny plankton it filters out by running huge amounts of water through its specialized teeth, which act as a sieve. In this same way, Baleen Data is intended to filter large amounts of client information to find insights.

“Businesses are drowning in data from a multitude of sources in a variety of formats. Today’s technology allows data to be retained perpetually, which can leave organizations unclear how to prioritize or isolate critical information.” said Shawn Duffy, the practice lead at Baleen Data, in a statement. “We filter through the continuous streams of data to extract the nourishment from the noise enabling our clients’ real-time decision making and advancing their business objectives.”

Duffy began as a client of Geffen Mesher before being asked to lead the new division. It has already begun to work with clients throughout the Pacific Northwest; Duffy said that there are plans to extend service offerings to the entire West Coast.