Data science company Arima has partnered with research firm Vividata to make intelligence from the Study of the Canadian Consumer available within its marketing platform.

Arima specializes in synthetic data, building audience segments, conducting media measurement and finding business insights based on alogorithmically generated data, instead of personally identifiable information or trackers.

“Synthetic data is regarded as the gold standard for data sharing by privacy advocates,” says Arima founder Winston Li. “It is inter-operational across digital and analogue media, does not depend on cookies, and because there is no one-to-one connection with individuals, it does not require consent management.”

Through the new partnership, Vividata’s SCC – which covers 40,000 Canadians in 40 markets – will be used to help generate that synthetic data, expanding the variables within Arima’s platform from 5,000 to 25,000 attributes. It will also give clients the ability to merge Vividata’s media planning data with Arima’s marketing mix models for planning and attribution, and use synthetic IDs within existing media buying and selling arrangments. Custom questions can now also be added to Arima’s database.

“We expect that our work with Vividata, a company that is highly regarded in the media and marketing industry, will greatly advance cross media planning, measurement and evaluation,” Li says.

Pat Pellegrini, president and CEO at Vividata, adds that for his company, the benefit of working with Arima is that it offers users a chance to use its data in new and different ways, while being totally privacy compliant.