Own less, orchestrate more: Goodway and Arima on modeling the market you can't see, a podcast presented by Goodway Group
Marketing has never been more measurable, yet confidence in what's driving outcomes keeps falling. Privacy regulation, platform fragmentation and closed ecosystems have left real blind spots, and the biggest one is the market a brand can't see: prospects and non-customers who never show up in first-party data. That gap is widest at local and store level, where observed data thins out and most measurement is built around national media.
Goodway Group and Arima have partnered to close it with synthetic population modeling. Paul Frampton-Calero, CEO of Goodway Group, and TS Kelly, managing…
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