Live @ MeasureCamp New York! Synthetic Data in Marketing with Winston Li & T.S. Kelly
About this episode
This episode discusses synthetic data in marketing with insights from Winston Li and T.S. Kelly, recorded live at MeasureCamp New York.
While this episode is real, the content is all made up... or more accurately, it's about data that is made up. Synthetic data. A term that's popping up more and more regularly in marketing and measurement conversations. Listen to Winston Li (Founder @ Arima) and T.S. Kelly (Managing Director, US @ Arima) as they describe the 5 Ws (and H) of synthetic data, along with some great examples and use cases of how they answered some valuable questions for Coca-Cola and other companies. This episode was recorded live in front of a studio audience at MeasureCamp New York.00:00 Simon Missing Intro 00:50 Guests And Donuts 02:17 What Is Synthetic Data 03:53 Related Terms Confusion 05:20 Who Uses Synthetic Data 06:51 How To Create It 09:55 Data Sources & Legal 11:50 PII Free Probabilistic Joins 13:39 Validation & Trust 17:09 Marketing Use Cases 18:18 Coca-Cola Vending Simulation 23:39 Where Synthetic Data Goes Next 25:50 Audience Questions Lightning Round 32:00 Wrap Up
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