Webinar: Right Data, Right Question: The Real Role of Synthetic Data in Marketing

Right Data, Right Question: The Real Role of Synthetic Data in Marketing

Learn how to choose between synthetic populations and real-world data for marketing use case.

Synthetic data are opening new options for marketers. Used well, they can pre-test a message, size an audience too thin to plan against or model what happens if conditions change. Used as a stand-in for ground truth, they can mislead. Synthetic records model what could be true about artificial people, not what is true about real ones. They can also inherit bias and look more authoritative than they are.

For questions about real places and markets, aggregated data at the postal code level remain the reliable benchmark. The key is matching the method to the decision – that’s the focus of this one-hour panel.

Environics Analytics (EA) opens with clear definitions and a practical framework for making that call. A candid conversation with partners follows, exploring where each kind of data fits best.

Attend this webinar to learn:

What synthetic data can and can’t do, including on privacy
When synthetic methods earn their place and when data at the postal code level are the better fit
How to validate synthetic outputs and why “plausible” is not the same as “accurate”

Moderator: Evan Wood, Chief Strategy and Transformation Officer, EA