Goodway Group Partners with Arima to Bring Synthetic Data to Commerce Brands
Most agencies patch over data gaps within an opaque tech stack. We intentionally partnered with the best in class at closing these gaps, so brands get sharper local and store-level insights to enable faster decision-making.
Measurement keeps breaking at the exact point where media and commerce meet. First-party data sees existing customers clearly and goes dark on everyone else, and local or in-store performance gets lost under agencies built around national media.
Arima's Synthetic Society™ models the real population without touching personally identifiable information, reaching the buyers a brand's own customer file can't see. Paired with Goodway's Connected Commerce operating system and GOES™, that model becomes testable in market: incrementality without going dark, and local and store-level decisions made with real visibility instead of a national-level guess.
No trading box. No black box
We don't own media inventory, so what we tell you about your market isn't a defense of what we sold you. And because we're privately held, the data we build for you stays yours. No proprietary lock-in, no bundled datasets you can't take with you.
We don't own media inventory, so what we tell you about your market isn't a defense of what we sold you. And because we're privately held, the data we build for you stays yours. No proprietary lock-in, no bundled datasets you can't take with you.
“What Goodway and Arima are doing gives us a view of the customers we don't have yet, not just the ones already in our database, and it gets us there in days rather than months.”
Pat O'Toole, CMO, Unleashed Brands.
Pat O'Toole, CMO, Unleashed Brands.
"We'd rather own less and orchestrate more, partnering with the best in breed rather than building it all ourselves. We don't need a brand's customer data to understand its market, because we model the market instead."
Paul Frampton-Calero, CEO, Goodway Group
Paul Frampton-Calero, CEO, Goodway Group
We don't own media inventory, so what we tell you about your market isn't a defense of what we sold you. And because we're privately held, the data we build for you stays yours. No proprietary lock-in, no bundled datasets you can't take with you.
No trading box. No black box
We don't own media inventory, so what we tell you about your market isn't a defense of what we sold you. And because we're privately held, the data we build for you stays yours. No proprietary lock-in, no bundled datasets you can't take with you.
We don't own media inventory, so what we tell you about your market isn't a defense of what we sold you. And because we're privately held, the data we build for you stays yours. No proprietary lock-in, no bundled datasets you can't take with you.
“What Goodway and Arima are doing gives us a view of the customers we don't have yet, not just the ones already in our database, and it gets us there in days rather than months.”
Pat O'Toole, CMO, Unleashed Brands.
Pat O'Toole, CMO, Unleashed Brands.
"We'd rather own less and orchestrate more, partnering with the best in breed rather than building it all ourselves. We don't need a brand's customer data to understand its market, because we model the market instead."
Paul Frampton-Calero, CEO, Goodway Group
Paul Frampton-Calero, CEO, Goodway Group
Want to see what your market looks like through this lens?
Please contact Christina Peyton for more information.