#88 “Data Shapes AI, and AI Shapes Data,” Emilie Nenquin on VRT’s Digital Transformation
Description
In this episode, we explore how public media can build scalable, transparent, and mission-driven data infrastructure - with Emilie Nenquin, Head of Data & Intelligence at VRT, and Stijn Dolphen, Team Lead & Analytics Engineer at Dataroots.
Emilie shares how she architected VRT’s data transformation from the ground up: evolving from basic analytics to a full-stack data organization with 45+ specialists across engineering, analytics, AI, and user management. We dive into the strategic shift from Adobe Analytics to Snowplow, and what it means to own your data pipeline in a public service context.
Stijn joins to unpack the technical decisions behind VRT’s current architecture, including real-time event tracking, metadata modeling, and integrating 70+ digital platforms into a unified ecosystem.
💡 Topics include:
- Designing data infrastructure for transparency and scale
- Building a modular, privacy-conscious analytics stack
- Metadata governance across fragmented content systems
- Recommendation systems for discovery, not just engagement
- The circular relationship between data quality and AI performance
- Applying machine learning in service of cultural and civic missions
Whether you're leading a data team, rethinking your stack, or exploring ethical AI in media, this episode offers practical insights into how data strategy can align with public value.
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