#88 “Data Shapes AI, and AI Shapes Data,” Emilie Nenquin on VRT’s Digital Transformation

DataTopics: All Things Data, AI & Tech

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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.

บท

1. Introduction of Emilie Nenquin (00:00:00)

2. From Banking to Public Broadcasting (00:03:02)

3. Differences Between Commercial and Public Media (00:08:29)

4. Data Types and Sources at VRT (00:12:37)

5. Building a Data Team From Scratch (00:19:14)

6. Tracking Systems and Data Platform Evolution (00:24:27)

7. Content Metadata and Quality Challenges (00:33:53)

8. Data Culture and Team Communication (00:40:32)

9. Roadmap Planning and Future AI Strategy (00:45:34)