Filling the Gaps: How Synthetic Data is Reshaping the Marketing Landscape

Synthetic data is transforming strategic marketing, budget planning, and campaign analytics—offering tangible benefits to marketers right now.

Join Arima and the Plus Company as we go beyond the recent 4As white paper release on synthetic data and discuss how to create privacy-compliant synthetic populations by combining person-level attributes from census data, market research, mobility patterns, and purchase behavior. The result: synthetic datasets that statistically mirror real society at the individual level, ready to power various marketing use cases.

Speakers

T.S. Kelly – Managing Director, US @ Arima
TS is the Managing Director for Arima in the US. A 25-year industry veteran, TS was the global head of analytics at Havas, led his own 4-person consulting firm and held senior positions at Nielsen, Doner, I Heart Media, and LG Ads. Prior to joining Arima, TS was the EVP of Media Effectiveness at Dentsu.

Basil Fraysse – Head of Customer Strategy @ Plus Company
Basil Fraysse is Head of Customer Strategy at Plus Company, where he leads AI adoption for AIOS, a marketing operating system serving 25+ global creative agencies. His work focuses on decision AI, systems where humans and AI collaborate to make better, faster choices. Previously, he was Lead Product Manager at Falkonry, a manufacturing AI company predicting machine anomalies, and Senior Director of Product Management at Marketing Evolution. Earlier roles include product leadership at Coupa Software and Opex Analytics, and marketing analytics at eBay and Convertro. He holds degrees from UC Berkeley and UCSB.

Winston Li – Founder @ Arima
Winston Li is a statistician and the Founder of Arima, where he pioneers the use of synthetic data and advanced modeling in marketing measurement. He created the Synthetic Society, a privacy-by-design database that mirrors real-world consumer behavior. Winston is also a part-time faculty member at Northeastern University Toronto, sits on the advisory board of the Master of Analytics program, and co-created PyOD, a widely used open-source Python toolbox for outlier detection.

Previously, he was the Director of Data Science at PwC Canada and Omnicom Media Group, bringing years of expertise in marketing analytics and data science.