The data detective who sees beyond the noise

This is the story of George Mușat, our Head of Business Analytics, a man who initially said he’d rather not give an interview.
He doesn’t seek the spotlight. He prefers to let the work speak for itself, quietly shaping methodologies, guiding teams, and solving problems that most people never even see.

But that’s exactly why his story is worth telling.
Because behind every strong data culture stands someone who believes that curiosity, structure, and a bit of detective instinct can change how a company thinks. George is one of those people.

The data detective

If you ask George what he does, he won’t start with equations or marketing models. Instead, he’ll offer a metaphor that instantly makes sense:
“We’re detectives. We search for the hidden connections between events that influence business results.”
That’s the essence of his work: uncovering what truly drives growth when everything around us is noisy, fast, and constantly changing. His team specializes in understanding how each marketing tactic contributes incrementally to impact. It’s complex work, but he makes it sound almost poetic.

Chasing answers, not routine

What fuels him is the thrill of discovery. In analytics, learning never stops; new methodologies surface constantly, and no two projects are ever alike. But there’s another side to this craft: humility.

Because the most valuable skill, George says, is knowing what not to do. And you only gain that by trying, failing, adjusting, and staying curious enough to try again.

The quiet joy of doing something that matters

George isn’t one to brag, but certain achievements still light up his voice.
Like the moments when a new methodology born in his team is adopted across other regional offices. Or when they bring fresh global approaches to Romania and adapt them to the nuances of the local market.

These are the victories that matter: proof that rigor, passion, and creative thinking can move an entire discipline forward.

A new era of work: AI as partner, not threat

In just a few years, data analytics, econometrics, and data science have transformed more than they did in the entire decade before, largely thanks to AI. But while some see disruption, George sees possibility.

AI, he believes, plays the role of a brilliant colleague – one that reveals hidden patterns, automates the tedious parts, and leaves humans with the tasks that truly matter: judgment, creativity, and critical thinking. And he’s convinced that for years to come, those uniquely human abilities will remain irreplaceable.

To the next generation: learn boldly

When asked what he would tell young people entering the field, his answer is clear and empowering: Learn to work with AI natively. Master prompting. Explore widely. Build skills beyond your specialty.
Because in a world where knowledge is instantly accessible, the people who think creatively, learn relentlessly, and collaborate with technology will shape the future.

The myth of the “boring data job”

Some people imagine data work as repetitive or dull. Even if it may look boring at first glance, it’s anything but, says George.

Every project is a puzzle with its own rules.
Every brand responds differently to the same stimuli.
Every market behaves in surprising ways.

And when you’re committed to improving processes and bringing something new – even to the most routine analysis – boredom simply doesn’t stand a chance.

Beyond the spreadsheets

Outside work, he’s something else entirely: a full-time dad to two daughters. He tries, with mixed success, to apply the same analytical discipline at home: long-term goals, fact-based decisions, continuous improvement.

He’s passionate about science-fiction, from Isac Asimov and Frank Herbert to Adrian Tchaikovsky. He never refuses a Star Trek episode or a fresh Dune adaptation. And when winter comes, you’ll find him skiing – the perfect setting for introspection, or for trying to win a friendly race against his daughters.

George’s story is a reminder that analytics is not just numbers, it’s curiosity, courage, and the desire to make sense of complexity. It’s about people who see patterns where others see chaos. People who build clarity for teams, clients, and markets because it matters.

And sometimes, the most impactful voices are the ones that hesitate to speak, until you finally convince them to share their thoughts. Thank you, George.

Photos @Unsplash and personal archive