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George Musi is the Executive Vice President, Data, Analytics & Insights at Blue 449, a global full service, open source media agency that specializes in integrated marketing and communications strategies. Blue 449 is one of the five global media brands of Publicis Media. Blue 449 operates in 20 markets, 29 offices and has a talent pool of over 1300 employees.

George also served as the CEO of Ninah Consulting, an independent global strategic marketing analytics, strategy and change management consulting firm, which was part of Publicis Groupe. The company leveraged experience, data, technology, advanced analytics – like marketing mix modeling (MMM), digital multi-touch attribution (MTA), TV multi-touch attribution (MTA), brand equity modeling (BEM), etc. – to empower clients with clarity and confidence to make marketing investments that would positively impact sales, market share and financial performance.

As EVP, Data, Analytics & Insights, George serves as a business and marketing consultant, marketing scientist, data alchemist, insight generator, storyteller, consumer psychologist, psychometrician, media & cultural anthropologist and strategist to Blue 449 and its clients.

George helps Blue 449 clients make timelier, smarter marketing decisions across various media channels throughout the campaign lifecycle, from the planning stages to execution to in-market testing to optimization and refinement, to ensure that we move the needle with regard to our client’s KPIs and help maximize their business outcomes. He is an expert on the consumer decision journey, helping marketers in various industries drive brand relevance, marketing scale and campaign performance, by helping align audiences and experiences to create the best possible customer interactions.

George tells the story behind the data; he turns numbers and statistics into actionable information that addresses the unique business objectives of every client. The insights gleaned from data allow us to understand the dynamics of a changing media landscape, to track the evolution of consumer trends and drivers and to help us anticipate upcoming trends and provide recommendations for strategic action.

A recognized industry leader and subject matter expert, he has published articles and whitepapers on understanding data, research, analytics, measurement, and more. He is a frequent speaker at media and advertising industry conferences. Additionally, he serves on several committees, councils and advisory boards in the media and advertising space.