Musa is a co-founder at FloreData, a data consultancy started by colleagues-turned friends with outstanding client care at its heart. He is most at home where data science meets engineering, the often un-flashy work of turning clever models into systems clients can actually use. With over eight years of building AI systems across telecoms, banking, government and energy, he is happiest when a system stops being interesting and quietly does its job. His work includes modelling how response times shape fire outcomes for the London Fire Brigade, building advanced computer vision models, financial fraud detection systems protecting millions of customers and more.
He has been working on the IPA TouchPoints data for over two years, improving both data processing and the analytics platform. Naturally, he is an expert on how the data can be put to use to answer any advertising questions.