The Data Malarkey Podcast

Sam Knowles

The Data Malarkey podcast – and it's audio-visual twin, the Data Malarkey Show on YouTube – a must-listen, must-watch resource of brilliant data storytelling. If only there were more people in the world with the pragmatic approach taken by my guests, well, there'd be rather less data malarkey about.

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S11 · E4
September 8 · 38 min
How to Turn Data Into Real Insight │Data Malarkey with Louise Twycross-Lewis
What turns data into insight, and why does that distinction matter so much in media, research, and strategy? In this episode of Data Malarkey, Master Data Storyteller, Sam Knowles, speaks with Louise Twycross-Lewis, Managing Partner and Head of Insight at media agency PHD. They address how insight teams move beyond "what is happening" to uncover "what it means" and "what should happen next". Louise shares her definition of insight, the practical tools and techniques she and her teams use to get there, and how AI is changing the way research teams work - from open-text analysis to identifying themes at scale. They also explore the promise and risks of synthetic data, the danger of bias in AI-trained systems, the challenge of training junior talent in an AI-assisted world, and the findings from PHD's Culture Currents research into optimism and anticipation. In this episode, you'll learn: Why insight is so much more than a hypothesis or a chart Why clear objectives and hypotheses matter before research even begins How Louise uses AI to speed up analysis while keeping humans in the lead (not just in the loop) Why human truth still matters more than efficiency alone How bias in AI systems can distort decision-making Why the industry needs to think hard about how it trains junior talent What PHD's Culture Currents research says about optimism in a difficult world Why anticipation has become more valuable, not less How brands and media can play a role across the full anticipation journey Topics we cover: Defining insight in media and communications Moving from data to story AI-assisted analysis and human oversight Synthetic data and the limits of generated research Bias, representation, and "ultra-processed" data Entry-level roles, compression culture, and learning by doing Culture Currents research and optimism Culture Current research and anticipation, eventification, and dopamine Why brands should think beyond the moment of reward About the guest: Louise Twycross-Lewis is Managing Partner and Head of Insight at PHD. She has spent her career in media research and insight, working across media owners and major agencies, and is a recognised leader in the industry as well as a champion of cultural and ethnic diversity. Links and resources mentioned: Louise's profile on LinkedIn - https://www.linkedin.com/in/louise-twycross-lewis-1b655b2/ PHD's Culture Currents research and publications - https://www.phdmedia.com/our-publications/ Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S11 · E3
July 28 · 52 min
How Algorithms Are Putting Children at Risk │Data Malarkey with Andy Burrows
What happens when platform design, recommendation algorithms, and commercial incentives collide with teenage vulnerability? In this episode of Data Malarkey, Master Data Storyteller, Sam Knowles, speaks to Andy Burrows, Chief Executive of the Molly Rose Foundation, about online safety, suicide prevention, tech accountability, and the systemic failures that continue to expose children to harmful content online. Andy explains how the Foundation's research tested Instagram and TikTok through the eyes of a 15-year-old girl, why the findings were so disturbing, and how advertising, platform incentives, legal action, and regulation all fit into a bigger picture. He also reflects on Molly's story, the role of whistleblowers, the limits of self-regulation, and why the current approach to online safety remains nowhere near strong enough. In this episode, you'll learn: How recommendation algorithms can intensify harm at scale What the Molly Rose Foundation's research found on Instagram and TikTok Why harmful content and advertising adjacency is such a serious issue How whistleblowers and legal disclosures have been so important Why advertisers may be part of the problem, but also part of the solution Why Andy sees recent US court rulings as a "big tobacco" moment for tech Why self-regulation has failed and stronger, safety-by-design rules are needed Why a social media ban is not the magic bullet many think it could be How AI risks are making the online safety challenge even worse Topics we cover: Molly Russell's story and the mission of the Foundation in her name Testing harmful algorithmic recommendations Platform incentives and the economics of attention Brand safety and ad placement near harmful content Whistleblowers, disclosures, and Meta's conduct US litigation and the erosion of tech immunity arguments The Online Safety Act and Ofcom's limitations The Australia-style social media ban under the spotlight AI companions, AI slop, and history repeating itself About the guest: Andy Burrows is Chief Executive of the Molly Rose Foundation, which works at the intersection of suicide prevention, online safety, and tech accountability. He has spent much of his career representing vulnerable groups, previously working in regulation, consumer policy, and online safety, including on the Online Safety Act. Links and resources mentioned: The Molly Rose Foundation: https://mollyrosefoundation.org/ Molly vs the Machines on Channel 4 - https://www.channel4.com/programmes/molly-vs-the-machines Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S11 · E2
July 14 · 51 min
What Happens to Your Data When You Die? │ Data Malarkey with Carl Öhman
What happens to your data when you die? In this episode of Data Malarkey, Master Data Storyteller, Sam Knowles, welcomes Carl Öhman, Assistant Professor in Political Science at Uppsala University and author of The Afterlife of Data: What Happens to Your Information When You Die and Why You Should Care. Carl explores one of the most overlooked questions in the digital age: what becomes of the vast trail of data we all leave behind, and who gets to control it once we are gone. From history, archives, and memory to big tech business models, digital afterlife products, environmental costs, and the politics of forgetting, this is a rich and thought-provoking conversation about the future of our digital remains. In this episode, you'll learn: Why the data we leave behind after death is a major political and ethical issue Why our so-called digital "trash" may become one of the richest archives in human history How social and digital media platforms are building unprecedented records of human behaviour Why digital afterlife products raise unsettling questions about grief, memory, and authenticity What happens when dead users start to outnumber living users on platforms like Facebook Why big tech has powerful incentives to keep hold of the data of the dead Whether regulation should include a kind of "right to be forgotten" after death - a "posthumous GDPR" Why data storage and environmental cost matter in debates about digital remains How AI and data may be creating something like a new digital theology Topics we cover: Carl's route into studying death and digital traces Digital dandruff, archives, and the value of informational leftovers Ownership, memory, and the politics of historical record The future of historical research in a world of platform-controlled archives Black Mirror, digital resurrection, and the digital afterlife industry Big tech incentives and "holding our loved ones hostage" Regulation, GDPR, and who should guard the guards The carbon footprint of storing dead people's data Carl's next book, on AI: The Gods of Data About our guest: Carl Öhman is Assistant Professor in Political Science at Uppsala University. His research focuses on the politics and ethics of AI, digital memory, and the governance of information. He is the author of The Afterlife of Data and works at the intersection of technology, politics, and culture. Links and resources mentioned: The Afterlife of Data by Carl Öhman - https://press.uchicago.edu/ucp/books/book/chicago/A/bo209942751.html Carl's page at Uppsala University - https://bit.ly/4tIeXHX Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S11 · E1
June 30 · 36 min
What should marketing and communications leaders actually do with AI right now?
In this live episode of Data Malarkey - recorded live on stage at the 'AI for PR' conference in June 2026 - Master Data Storyteller, Sam Knowles, speaks with Pete Markey, Chief Communications & Marketing Officer at the University of Nottingham. Their wide-ranging discussion covered, AI, brand relevance, trust, creative judgement, and the future of marketing. Pete has led marketing and communications across some of the UK's best-known brands, from More Th>n, RSA, and the Post Office to Aviva, TSB and Boots. Drawing on decades of experience with some of the UK's best-known and most progressive brands, he shares a highly practical view of what AI is useful for, where it creates real value, and where brands still need strong human oversight. From customer experience, creative versioning, and strategic thinking, to measurement, reputation, and the future world of work, this is a thoughtful conversation about how to embrace AI without losing what the humanity that can make brands truly distinctive. In this episode, you'll learn: Why brand relevance is still one of the most important North Stars in marketing Why authenticity matters even more in an AI-mediated world Why AI can be brilliant for speed, efficiency, and creative adaptation Why Pete draws firm guardrails around AI-generated people and brand authenticity How data and testing are reshaping the role of the CMO Why marketing leaders need to educate their boards and exec teams on AI What skills younger and older comms professionals should be building now Why AI and human craft must coexist Topics we cover: Staying relevant as a brand Trust, authenticity, and fragile public brands AI adoption at Boots and beyond Creative development, speed, and retail responsiveness The scientist, artist, and politician balance in the CMO role Measurement, eye tracking, and data-led campaign decisions AI in marketing operations and digital journeys The changing relationship between brands and agencies Entry-level jobs, future skills, and marketing careers in the AI era About the guest: Pete Markey is Chief Communications & Marketing Officer at the University of Nottingham. Across his career he has led marketing and communications for a range of major UK brands including More Th>n, RSA, the Post Office, Aviva, TSB, and Boots. Pete is known for combining strong brand thinking with a deep focus on data, effectiveness, and practical innovation. Links and resources mentioned: Pete's LinkedIn profile https://www.linkedin.com/in/petermarkey/ University of Nottingham website https://www.nottingham.ac.uk/ Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S10 · E7
May 26 · 58 min
"Real to Reel - Using Data Smarter" Data Malarkey Season 10 highlights: equality, AI, and the Four-Day Week
What were the standout moments from Season 10 of Data Malarkey? In this end-of-season special, host and Master Data Storyteller, Sam Knowles, looks back at some of the best bits, biggest ideas, and sharpest soundbites from across Season 10. This "greatest hits" episode brings together a brilliant and eclectic mix of guests and topics, from gender equality in football and inclusion in advertising, to online safety, AI, insight, the four-day week, startup success, and making sense of data in organisations. Featuring clips from Karen and Charlie Dobres, former Directors of Lewes FC, Ali Hanan, Harriet Kingaby, Ahti Heinla, Dino Delić, and Charlotte Rae, this episode is both a recap for existing listeners and a perfect jumping-in point for anyone new to Data Malarkey. In this episode, you'll hear: How Lewes FC used attention, sponsorship, and crowd-building to drive gender equality in football Why equal FA Cup prize money remains a live issue What the new ROI - "return on inclusion" - means and how it drives advertising effectiveness Why the collapse of truth online should worry all of us How Skype and Starship Technologies were built from early-stage uncertainty into category-changing, global scaling businesses What the four-day week really means, and why it can improve both wellbeing and productivity Why many organisations still struggle to communications turn data into useful action How better questions, better framing, and better internal alignment lead to better decisions Featured guests and themes: Karen and Charlie Dobres on Lewes FC and Equality FC Ali Hanan on return on inclusion Harriet Kingaby on truth, trust, and AI Ahti Heinla on Skype, Starship Technologies, and building world-changing tech Dino Delić on data, action, and why tools are not the problem Charlotte Rae on the four-day week Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S10 · E6
May 12 · 54 min
How the four-day week boosts sleep, wellbeing, and output with Charlotte Rae
The four-day week gets talked about a lot, but what happens when you stop talking about the theory and start measuring impact properly? In this episode of Data Malarkey - the podcast about using data, smarter - Master Data Storyteller, Sam Knowles, speaks to Charlotte Rae, Associate Professor in Psychology at the University of Sussex. Charlotte is one of the UK's leading quantitative researchers on the impact of the four-day working week. She explains how the Sussex 4 Day Week research project studies real employers, real staff, and real outcomes to understand what changes when businesses move to working time reduction. From productivity and sleep to motivation, meetings, AI, and whether the "honeymoon effect" wears off, this is a brilliant conversation about what the evidence says and where the practical challenges still sit. In this episode, you'll learn: The difference between working time reduction, compressed hours, and part-time working How the Sussex 4 Day Week programme helps businesses prepare, trial, and measure results Why productivity rose by around 8% on average in the trial period Why improved sleep appears to be linked to improved productivity How motivation and behaviour change drive better output in less time Which sectors and business sizes are best suited to shorter working weeks Why most four-day week businesses do not simply shut on Fridays How AI may help enable shorter working weeks, but only if used in a structured way Topics we cover: Four-day week models explained Measuring productivity, wellbeing, burnout, sleep, and motivation Why little tweaks often beat big grand changes The role of rest, recovery, and hobbies Sector differences: knowledge work, manufacturing, care, rota-based businesses Which non-working day businesses choose most often Long-term stickability of the four-day week Whether AI could accelerate working time reduction About the guest: Charlotte Rae is an Associate Professor in Psychology at the University of Sussex and leads the Sussex 4 Day Week research project. With a background in psychology and neuroscience, she applies a rigorous, data-driven approach to studying how shorter working weeks affect productivity, wellbeing, and workplace performance. Links and resources mentioned: Sussex Four Day Week: https://sussex4dayweek.co.uk Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S10 · E5
April 28 · 57 min
Why comms teams fail, even with great tools | Dino Delić
What if the problem is not your tool? In this episode of the Data Malarkey podcast, Master Data Storyteller, Sam Knowles, speaks with Dino Delić of Meltwater, the global leader in media intelligence. Sam and Dino cover data, comms, capability-building, AI, and why too many teams are still using powerful tools to produce underwhelming outcomes. Dino is sharp, direct, gloriously opinionated, and obsessed with helping people stop hiding behind "best practices" and start solving the right problem. They explore why data often fails to drive action inside organisations, how comms teams can become more strategically useful, why AI is creating both huge opportunity and total chaos, and why capability matters far more than buying the latest shiny thing. In this episode, you'll learn: Why Dino hates the phrase "best practices" Why most teams are not held back by their tools How to start with the real moment of frustration, not generic advice Why the CEO's priorities should shape your data communications strategy How to turn reporting into decision-making Why AI can massively help, but only if you know what good looks like already Why most people are still "the cat chasing the laser pointer" How Dino thinks about capability, experimentation, and constant improvement Topics we cover: Dino's background from Bosnia to Australia to the US Sales, persuasion, and making ideas land Why "tool + skills + resources" matters The difference between collecting data and using data Why AVEs and lazy measurement still hang around AI hype, maturity, and common mistakes Meltwater's Run Club, newsletter, and open learning approach Why communicators need debate, not just agreement About the guest: Dino Delić is Strategic Customer Advisor at Meltwater. He works at the intersection of communications, data, measurement, enablement, and customer success, helping teams turn information into action and become more effective, persuasive, and data-driven in the work they do. Links and resources mentioned: Meltwater's Data Driven Communications Run Club and newsletter - https://community.meltwater.com/p/ddc Follow Dino Delić on LinkedIn - https://www.linkedin.com/in/dinodelic/ Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S10 · E4
April 15 · 45 min
From Skype to delivery robots: Ahti Heinla on data, deep tech and solving the last mile problem
Ahti Heinla has built category-defining tech in two completely different worlds. First, he helped architect Skype, making internet communication simple enough to spread like wildfire. Then he co-founded Starship Technologies, tackling the "last mile problem" with autonomous delivery robots that work in real streets, real weather, and with real world chaos. Along the way, Ahti shares what Estonia got right with digital infrastructure, why "small beats slow", and why he's worried the world is drifting away from facts. In this episode, you'll learn: Why Estonia became a tech flywheel, and what secure digital infrastructure unlocks The early objections to Skype and why they were reasonable at the time How network effects helped Skype spread, fast What "last mile delivery" really is, and why it's the inefficient bit What makes autonomous delivery deep tech, not "just another app" Why Starship Technologies' robots are designed to be friendly but not human The biggest data challenge Ahti sees today: people ignoring data Why post-truth worries him, even with better tools than ever Topics we cover: Estonia's digital ID, online voting, and startup culture Skype's origin story and early market timing Speed vs the establishment, network effects, culture challenges at scale Starship's view of logistics and automating the last mile Real world robotics constraints: weather, regulation, competition Data culture, machine learning, and decision-making Civic tech and environmental initiatives Post-truth, misinformation, and fact-based leadership About the guest: Ahti Heinla is the CEO and co-founder of Starship Technologies, the global leader in autonomous last mile delivery. He was also a founding engineer and Chief Technical Architect at Skype, having spent decades building software and systems that scale. Links and resources mentioned: Starship Technologies website – https://www.starship.xyz The Let's Do It World! campaign – https://en.wikipedia.org/wiki/Let%27s_Do_It!_World Citizen OS – https://citizenos.com Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S10 · E3
April 1 · 54 min
"Equality FC": Karen and Charlie Dobres on Lewes FC, equity, attention, and the imbalance in FA Cup prize money between the men's and women's competitions
"Now, today is a first for data malarkey… This is the very first time that we've had two guests on the same episode. Not only two guests, but also a dynamic feminist wife and husband duo…" In this episode of the Data Malarkey podcast, host and Master Data Storyteller, Sam Knowles, speaks with Karen and Charlie Dobres from Lewes Community Football Club about how Lewes became "the first and still the only club in the world" to equalise men's and women's playing budgets, and what it takes to shift culture, attention, sponsorship and long-term equity in football. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com External resources Karen's LinkedIn profile https://www.linkedin.com/in/karen-dobres-07a54b176/ and on Instagram https://www.instagram.com/karendobres/?hl=en: "I'm best found on Instagram or LinkedIn." Charlie's LinkedIn profile: https://www.linkedin.com/in/charliedobres/ Karen's book - B/Pitch Invasion - https://www.hachette.co.uk/titles/karen-dobres/pitch-invasion/9781788405881/ : "I'm definitely best found on LinkedIn." Charlie's "If you look on Spotify and Apple Podcasts, look up "Not Small Mean."podcast https://open.spotify.com/show/4UsJkXfQQz2Og0IXBQAgYn?si=da6dd926f74e48c9 Own a share in Lewes FC - https://lewesfc.com/become-an-owner/ Equality FC in practice - https://lewesfc.com/football-for-good/equality-fc/
S10 · E2
March 18 · 50 min
Return On Inclusion: Why inclusive marketing drives growth (Ali Hanan, Creative Equals)
What if the biggest growth lever for brands in 2026 isn't media spend, targeting tweaks, or yet another funnel experiment … but inclusive marketing? In this episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, is joined by Ali Hanan, Founder & CEO of Creative Equals, to unpack the data-driven business case for meaningful representation in advertising — what Ali calls the "Return on Inclusion." This is a conversation about marketing effectiveness, advertising effectiveness, brand growth strategy, representation vs positive portrayal, and how brands can do marketing for good and for growth without falling into performative box-ticking. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com What you'll learn What "Return On Inclusion" means, and how to think about it as a measurable commercial strategy Why representation alone isn't enough — and how positive portrayal changes outcomes How underrepresented audiences translate into real market opportunity (and why brands miss it) How to handle the "woke" backlash by reframing inclusion through human rights and equal treatment What AI changes in creative development — and how to avoid a "sea of sameness" Why marketing effectiveness awards and case studies increasingly link inclusion to profit and growth Key moments 00:00 Cold open + the growth provocation 00:39 Intro + Ali Hannon / Creative Equals 05:41 The core data case for inclusion 10:15 "the UK ad sector… holding the growth… back" 14:40 Positive portrayal explained 20:04 The "£800 billion" underrepresented communities point 21:13 Scorecard CTA 29:02 Human rights framing 33:06 AI, bias, and inclusive prompting 41:47 "saving 312 lives" (community impact example) 48:09 Where to find Ali / Creative Equals Follow Ali / Creative Equals Website — https://creativeequals.org Ali's LinkedIn profile https://www.linkedin.com/in/ali-hanan-19b3a2 Resources mentioned UN Stereotype Alliance Effie Awards + Cannes Lions (effectiveness / inclusion lens) PepsiCo / Walkers case study Nurofen "gender pain gap" case study Book: Sex Matters
S10 · E1
March 4 · 52 min
Harriet Kingaby on AI, Advertising, and the "No-Click Internet"
What happens when the business model of the internet rewards attention at any cost - and AI makes it even easier to centralise power, traffic, and revenue? In this episode of the Data Malarkey Podcast, host and Master Data Storyteller, Sam Knowles, is joined by Harriet Kingaby, Co-Chair of the Conscious Advertising Network (CAN). Harriet explores how advertising incentives shape the information ecosystem, why "information integrity" matters for democracy and business, and what conscious advertisers should be asking before they partner with platforms. This is a conversation about digital trust, algorithmic discrimination, recommendation algorithms, AI search summaries, the "no-click internet", data privacy, and why transparency in advertising is foundational if we want healthier online systems. Key topics Conscious advertising and advertising ethics Information integrity and transparent advertising AI in advertising and AI-driven search summaries Recommendation algorithms and algorithmic discrimination Online harms, self-harm content, and monetisation incentives The "no-click internet" and the death of the open web UN Global Principles on Information Integrity Facial recognition and surveillance risks in advertising and the home Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com What you'll learn Why Harriet thinks the incentives behind online platforms can produce unhealthy outcomes How CAN works as a "broad church" bringing together industry and civil society What "information integrity" means in practice - and why advertising transparency is central How discrimination can show up through recommendation systems and reach Why the "no-click internet" could reshape publishing, revenue, and independent content The kinds of questions advertisers should ask when partnering with platforms and AI tools A striking example of data misuse: facial recognition embedded in TV sets for ad targeting External resources LinkedIn: Harriet Kingaby - https://www.linkedin.com/in/hkingaby/ Conscious Advertising Network - https://www.consciousadnetwork.com CAN's Guiding Principles - https://www.consciousadnetwork.com/the-guidingprincipleslandingpage/ UN Global Principles on Information Integrity https://www.un.org/en/information-integrity/global-principles The EU Digital Services Act - https://digital-strategy.ec.europa.eu/en/policies/digital-services-act The Molly Rose Foundation report - https://mollyrosefoundation.org/ Cambridge Analytica scandal - https://www.bbc.co.uk/news/topics/c81zyn0888lt
S9 · E7
January 21 · 56 min
"Start Making Sense": Data Malarkey Season Nine greatest hits
Master Data Storyteller, Sam Knowles hosts a best-of-Season-Nine greatest hits episode, featuring: Kelly Beaver, Ipsos UK & Ireland; Angela Balakrishnan, the UK Information Commissioner's Office (ICO); AI pathfinder and TED Talker, Susan Etlinger; senior comms advisor at Wadds Inc., Stephen Waddington; founder of Social for Good, Kerry Watkins; and, the Ohio State University's Professor of Story Science, Angus Fletcher. Themes include the Market Research Society's "Campaign for Better Data", ultra-processed data in the age of AI, information rights and public trust, engineering-level rigour in PR and evidence-based measurement, authentic LinkedIn strategy for nonprofits and digital wellbeing (living life 24/six), and narrative cognition with anomalies, intuition, creativity, and leadership. Chapters (mm:ss) 00:00 Intro and wrap-up setup 00:22 Kelly Beaver, Ipsos, on the Campaign for Better Data 01:08 Ultra-processed data 42:41 Tool and weapon framing 44:26 Data Commerce Conference guests 45:07 Shedding a trail of data 54:48 Thanks to guests 56:06 See you again soon Data Malarkey Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com Contact: hello@usingdatasmarter.com Suggest a guest: https://www.usingdatasmarter.com/guest
S9 · E6
January 7 · 53 min
Reality doesn't obey logic — Angus Fletcher on anomalies, intuition, and innovation
Professor of Story Science, Angus Fletcher, joins Master Data Storyteller, Sam Knowles, to dig into narrative cognition, creativity, and innovation in volatile, uncertain, complex, and ambiguous (VUCA) environments. Drawing on Project Narrative (based at Ohio State University) and his book Primal Intelligence, Angus explains why logic is not reality, why adults struggle with intuition, and why the most effective stories and breakthroughs start with an anomaly. We explore intuition, imagination, emotion, and common sense as core human capabilities that enable us to outperform computational optimisation and AI when the world is changing fast and low on (reliable) data. Angus shares lessons from U.S. Army Special Operations training and a NASA case study on empowering young engineers, showing how leaders can detect anomalies early, design new plans for new environments, and build cultures that reward creativity over certainty. If you care about decision making, leadership, AI vs human judgment, innovation strategy, and story science, this episode is for you. Resources and links Project Narrative (Ohio State University) - https://projectnarrative.osu.edu/ Primal Intelligence (Angus' 2025 bestselling book) - https://www.angusfletcher.co/ Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S9 · E5
Dec 9, 2025 · 48 min
AI, authenticity, and digital detox — Kerry Watkins on Social for Good
Social for Good founder, Kerry Watkins, joins Master Data Storyteller, Sam Knowles, to talk charity communications, nonprofit social media strategy, and building authentic engagement on LinkedIn. They cover why relying solely on a company page limits reach ("LinkedIn particularly wants people to network with other people"), how to swap broadcast posting for proactive engagement and relationship metrics, and why "people want to see real people". Kerry explains what AI is changing in social media - automatic targeting that often outperforms manual audiences, internal tools for accessibility alt-text and brand voice (GPT) - and where AI undermines trust when captions feel "too ChatGPT." We also dive into 24/six, Kerry's digital wellbeing project: digital detox experiences, learning to "sit with that uncomfortableness", and the "sparkly brain" that follows time off-grid. If you work in non-profit marketing, charity comms, or purpose-driven social, this episode is packed with LinkedIn strategy, engagement measurement, AI in social media, and digital wellbeing insights you can use immediately. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com Resources and links Social for Good - https://www.socialforgood.co.uk The Social for Good Accelerator for charities and purpose-led organisations – https://www.socialforgood.co.uk/accelerator Kerry's LinkedIn profile - https://www.linkedin.com/in/kerry-watkins/ 24/six, Kerry's "side hustle" – https://www.24six.co.uk Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S9 · E4
Nov 25, 2025 · 39 min
Engineering rigour vs PR Malarkey - Stephen Waddington on data, stories, and measurement
Master Data Storyteller, Sam Knowles, welcomes Wadds Inc.'s Stephen Waddington to explore engineering-style rigour in PR. They discuss: elevating the function during the pandemic, building multi-source datasets for the "Pints & Profits" case study, why "synthetic audiences" are "ultimately junk," McDonaldization and repeatability, balancing numbers and narrative, and the pitfalls of AVE and proxy metrics - plus a call for all PR practitioners to contribute to Stephen's PhD research. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com Resources and social media • Contribute to Stephen's PhD research: https://publicrelationsmanagement.phd • "Pints & Profits" (Brew case study) http://bit.ly/3KC7qcE • Market Research Society: "Campaign for Better Data" http://bit.ly/4pD2RyZ • Stephen's blog: https://wadds.co.uk/blog • Stephen's Substack: https://wadds.substack.com • Stephen's LinkedIn profile: https://www.linkedin.com/in/stephenwaddington/
S9 · E3
Nov 11, 2025 · 40 min
Data doesn't create meaning - we do
Master Data Storyteller, Sam Knowles, welcomes AI Pathfinder and TED Talker, Susan Etlinger, for a conversation about AI, meaning-making, and agency. Topics include the influx of new data types, Orwell vs Huxley (after Neil Postman' Amusing Ourselves to Death), why we're "intentionally ceding control to machines", the burden of proof for automation, inclusion across languages and models, and why "facts can't defend themselves against being misconstrued". Susan also highlights core skills for a new curriculum for the AI era: History, Statistics, and Social Sciences. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com Resources and social media links Susan's LinkedIn profile - https://www.linkedin.com/in/susanetlinger/ TED@IBM talk: "What do we do with all this big data?" http://bit.ly/3Ioh423 Neil Postman's Amusing Ourselves to Death - http://bit.ly/3Iwrk8r Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S9 · E2
Oct 29, 2025 · 43 min
Empowering people through information: Inside the ICO
Master Data Storyteller, Sam Knowles,speaks with Angela Balakrishnan, Executive Director of Strategic Communications & Public Affairs at the UK Information Commissioner's Office (ICO) about information rights, public trust, AI, and why "data is about people". Topics include the ICO's role, rights awareness, AI priorities and consultation, practical tips (think about your digital footprint; strong passwords; MFA), and the Ripple Effect campaign ("It was one admin error") with trauma-informed research and charity partners. Resources and links - ICO website - https://ico.org.uk/ - ICO on LinkedIn - https://www.linkedin.com/company/information-commissioner's-office/ - ICO on TikTok - https://www.tiktok.com/@informationcommissioner - Ripple Effect campaign - http://bit.ly/4m9o2FX Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S9 · E1
Oct 14, 2025 · 30 min
Ultra-processed data: the hidden risk AI can't solve
In this episode of the Data Malarkey Podcast, Master Data Storyteller, Sam Knowles, welcomes Kelly Beaver, Chief Executive of Ipsos UK & Ireland, to explore why the data industry is at a crossroads. Kelly shares insights from the Market Research Society's "Campaign for Better Data" - tackling synthetic data, the risks and benefits of AI to the market research industry, and the danger of what she terms "ultra-processed data". With passion and precision, Kelly explains why high-quality evidence matters more than ever. 🔍 Topics covered: The rise of synthetic and algorithmically altered data What makes data "ultra-processed" - and why that's a problem The need for transparency and representativeness Why in-person collaboration still matters Storytelling, ethics, and the future of insight Resources and links Ipsos UK & Ireland - https://www.ipsos.com/en-uk Market Research Society (MRS): Campaign for Better Data - http://bit.ly/4m5eH1E MRS Fair Data Mark - https://www.mrs.org.uk/standards/fairdata 👉 Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
S8 · E7
Sep 2, 2025 · 57 min
Best of Series 8: Perception, Purpose, and Persuasion - The Data Malarkey Podcast
In this Greatest Hits episode, Master Data Storyteller, Sam Knowles, rounds up the sharpest, most compelling, and most insightful moments from Series 8 of Data Malarkey - the podcast about using data, smarter. From AI and ethics to storytelling with data, this episode features golden snippets of conversations with: VW's Nick Ratcliffe on marketing measurement Cambridge United FC's Mark Bonner on the need to balance the emotional and the rational in the era of sporting analytics The Great Lakes Reporter of the Milwaukee Journal Sentinel, Caitlyn Looby, on three golden rule of storytelling from science Oxford psychology professor, Chris Summerfield, on neuroscience and artificial intelligence - and how AI and human minds are similar AND different The American Enterprise Institute's Senior Fellow, Christine Rosen, on the extinction of real-world experience And data-driven PR agency owner - Darryl Sparey from Hard Numbers - on data that actually drives communications impact (and not just vanity metrics) If you've missed an episode, this is the perfect sampler. And if you're a regular, enjoy the smartest, quirkiest moments of the season all in one go and revel in how the planets align and the dots join up to create cross-sector insights. 🎧 Stay tuned to hear what ties them all together: a passion for asking smarter questions and making more meaningful use of data.
S8 · E6
Aug 19, 2025 · 52 min
Measuring what matters: Darryl Sparey on comms, metrics, and making data sing
In this episode of The Data Malarkey Podcast, host and Master Data Storyteller, Sam Knowles, talks with Darryl Sparey, Managing Director and Co-Founder of UK-based PR agency, Hard Numbers. A seasoned expert in communications and marketing measurement, Darryl breaks down what it really means to use data effectively in PR, how vanity metrics mislead, and why storytelling still reigns supreme. From launching award-winning campaigns to championing smarter KPIs, Darryl brings sharp insight and plenty of playful Data Malarkey to the mic. Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com 🔍 Topics in this episode include: The rise of data-led storytelling in earned media communications and PR Vanity metrics vs. genuine business impact Lessons learned from building Hard Numbers What PR measurement too often gets wrong 🎯 This episode is a must-listen for marketers, comms professionals, and curious media data analysts analysts alike.

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