RAPP NY'S AMY BLASCO, SVP, EXPERIENCE ANALYTICS, TALKS TO MIT ABOUT HER PASSION FOR DATA

"Amy Blasco is senior vice president of experience analytics at RAPP in New York City and a member of the MIT EMBA class of 2018.

Starting out in forensic psychology, Amy Blasco, ’18, is passionate about data. Early in her career, she used data to understand criminal behavior and influence policy. She later pivoted to advertising, using data to understand consumer behavior. Today, she leads experience analytics at RAPP, the Omnicom group’s data and customer experience agency. As a member of the senior leadership team, she works on the cutting edge of data and technology.

How did you get your start in data analytics?
Many young people aspire to change the world and their communities around them. For me, I wanted to look into the darkest places and shed light on the injustices that go unseen and are often ignored. As an adolescent, I felt helpless when I heard stories about wrongful convictions and flawed investigative work. That feeling led me to the field of forensic psychology, where I used data to fight racial inequality in the criminal justice system and uncover risk factors associated with domestic violence. I saw how data is one of the best tools to enable police and investigators to make better decisions."

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