Live @ MeasureCamp New York! Synthetic Data in Marketing with Winston Li & T.S. Kelly

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