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

DataTopics Unplugged: 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.

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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)