Measure Up · 2026-04-15 · 33 min
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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