Campaign Chemistry: Goodway Group and Arima on the market missing from customer data
Published by Campaign US on October 1, 2026. A Campaign Chemistry podcast episode presented by Goodway Group.
Goodway Group CEO Paul Frampton-Calero and Arima Managing Director T.S. Kelly join host Jameson Fleming to discuss why more data and measurement tools haven’t necessarily given marketers more confidence in their spending decisions. Their conversation focuses on two persistent gaps: potential customers who never appear in a brand’s first-party data, and local markets that national measurement struggles to explain.
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Kelly describes how Arima’s Synthetic Society statistically models populations without identifying individuals, allowing teams to explore audience behavior and test scenarios. He explains how the models can support existing research, marketing mix modeling and incrementality work, particularly when a business needs an answer sooner than a traditional study can provide one.
The partnership also reflects Goodway’s decision to “own less and orchestrate more.” Frampton-Calero discusses the cost of building and maintaining technology as new solutions emerge. Goodway brings Arima’s expertise into its planning and measurement processes, while working collaboratively on datasets tailored to each client’s markets and questions.
Fleming presses both guests on how synthetic data is validated. Kelly describes a gradual process of testing models against known information and refining them before expanding their use. He shares examples involving Coca-Cola’s vending machine placement in Canada and local out-of-home planning for Sweetgreen, illustrating questions that require more detail than a national model can offer.
The discussion is candid about the partnership’s early stage and the difficulty of predicting human behavior. Frampton-Calero sees potential for ongoing use across Goodway’s retail, CPG and QSR clients, with continued experimentation and validation needed as markets change.
