Originally published April 15, 2026 by the 4As and Arima
Most marketing datasets are structurally incomplete, and the gap is wider than most teams realize.
In a new white paper co-published with the 4As, Arima examines the persistent blind spots created by fragmented data ecosystems, inconsistent data freshness, and rising infrastructure costs, making the case for synthetic data as a pragmatic, privacy-first solution.
From full-market audience segmentation to tactical location planning, enhanced Marketing Mix Modeling, and pre-campaign scenario planning, the paper delivers a clear, actionable framework for putting synthetic data to work across the modern marketing workflow.
