#180 - Exploring Synthetic Data with Kate O’Keeffe, CEO and Co-Founder at Heatseeker

Episode notes

We’re all starting to hear about it, but what is synthetic data? Simply put, synthetic data is "fake" data that is mathematically manufactured to mirror the patterns and behaviours of real-world datasets. For B2B marketers, this means using AI to create a digital "twin" of your customer base. Instead of waiting weeks for a survey to come back, you use a model trained on your existing customer calls, ads, and behavioural data to predict how an audience will react. However, it isn't a silver bullet. Marketers need to be aware of significant concerns: the "rubbish in, rubbish out" risk (if your training data is biased, your AI will be too) and the danger of oversimplification, where nuance gets lost in statistical significance. In this episode, Kate O’Keeffe , CEO and Co-Founder at Heatseeker , joins Jodi to explain how to navigate these challenges and put synthetic data to work. Kate walks us through how to maximise the effectiveness of your data to minimise risk in your decision-making.