EPISODE · Apr 15, 2026 · 32 MIN
Live @ MeasureCamp New York! Synthetic Data in Marketing with Winston Li & T.S. Kelly
from Measure Up · host Jim Gianoglio, Simon Poulton
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 Intro00:50 Guests And Donuts02:17 What Is Synthetic Data03:53 Related Terms Confusion05:20 Who Uses Synthetic Data06:51 How To Create It09:55 Data Sources & Legal11:50 PII Free Probabilistic Joins13:39 Validation & Trust17:09 Marketing Use Cases18:18 Coca-Cola Vending Simulation23:39 Where Synthetic Data Goes Next25:50 Audience Questions Lightning Round32:00 Wrap Up
What this episode covers
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 Intro00:50 Guests And Donuts02:17 What Is Synthetic Data03:53 Related Terms Confusion05:20 Who Uses Synthetic Data06:51 How To Create It09:55 Data Sources & Legal11:50 PII Free Probabilistic Joins13:39 Validation & Trust17:09 Marketing Use Cases18:18 Coca-Cola Vending Simulation23:39 Where Synthetic Data Goes Next25:50 Audience Questions Lightning Round32:00 Wrap Up
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Live @ MeasureCamp New York! Synthetic Data in Marketing with Winston Li & T.S. Kelly
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