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George Musi
Managing Partner – Analytics, Insights and Attribution Mindshare

George Musi is a Managing Partner of Analytics, Insights and Attribution at Mindshare, a global media agency network with 116 offices in 86 countries throughout North America, Latin America, Europe, Middle East, and Asia Pacific. Mindshare is part of GroupM, which oversees the media investment management sector for WPP, the world’s leading communications services group.

George is responsible for identifying, synthesizing and providing relevant, actionable insights, learnings and recommendations the consumer, competitive, industry and media landscape that drive cross-device, -channel and -platform communication strategy, planning and investment, measure campaign effectiveness and impact, and optimize campaign dollars and business performance for maximum ROI.  

George has deep domain knowledge and experience with a variety of TV (linear, VOD, time-shifted, addressable, connected/OTT), digital (online, mobile, tablet, video, social, display, search, etc.) and cross-platform research methodologies, paid, owned and earned data (such as performance, transactional, behavioral, demographic, attitudinal, social, CRM, etc.), measurement tools and systems which he has leveraged to developed research and analytic solutions (including marketing mix, optimization, predictive, attribution, etc.) to help clients understand campaign performance and effectiveness across platforms, devices and screens and make better media allocation decisions at strategic, tactical, and operational levels.

George enlightens, empowers and enables clients to make more intelligent decisions across the campaign life cycle and consumer decision journey. He has excellent skills at ‘connecting the dots’, finding the story behind the numbers, gleaning insights and articulating meaning to address business questions (‘the whats’), identify insights (the ‘so-whats’), suggest ideas and recommend strategic action (the ‘what nexts’).

George provides strategic thought leadership and subject matter expertise on research, data, analytics and measurement issues, processes and best practices throughout the campaign life-stages including measurement, target audience profiling, audience segmentation strategies, effective reach, optimal exposure frequency, insights, brand funnel analysis, media testing, media mix, attribution, modeling, predictive analytics, optimization, forecasting, budget allocation & share shift, targeting, RTB, programmatic, DSPs/SSPs/DMPs, ad exchanges, etc.

George is a recognized industry leader and has published POVs, articles, whitepapers and blogs on topics such as media mix modeling, attribution, verification, optimization, targeting and audience measurement. He is also frequent speaker at industry conferences and events (globally) focused on data-driven and performance marketing, data, research, analytics, metrics, targeting, performance optimization, accountability and measurement topics. George serves on several committees for associations in the media, marketing and advertising space.