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The Smartest Data Moments from Season 6

Data Malarkey - the podcast about using data smarter

Release Date: 12/18/2024

“Start Making Sense”: Data Malarkey Season Nine greatest hits show art “Start Making Sense”: Data Malarkey Season Nine greatest hits

Data Malarkey - the podcast about using data smarter

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,...

info_outline Reality doesn’t obey logic — Angus Fletcher on anomalies, intuition, and innovation show art Reality doesn’t obey logic — Angus Fletcher on anomalies, intuition, and innovation

Data Malarkey - the podcast about using data smarter

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...

info_outline AI, authenticity, and digital detox — Kerry Watkins on Social for Good show art AI, authenticity, and digital detox — Kerry Watkins on Social for Good

Data Malarkey - the podcast about using data smarter

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...

info_outline Engineering rigour vs PR Malarkey - Stephen Waddington on data, stories, and measurement show art Engineering rigour vs PR Malarkey - Stephen Waddington on data, stories, and measurement

Data Malarkey - the podcast about using data smarter

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: Resources and social media  • Contribute to...

info_outline Data doesn’t create meaning - we do show art Data doesn’t create meaning - we do

Data Malarkey - the podcast about using data smarter

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...

info_outline Empowering people through information: Inside the ICO show art Empowering people through information: Inside the ICO

Data Malarkey - the podcast about using data smarter

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 - - ICO on...

info_outline Ultra-processed data: the hidden risk AI can’t solve show art Ultra-processed data: the hidden risk AI can’t solve

Data Malarkey - the podcast about using data smarter

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...

info_outline Best of Series 8: Perception, Purpose, and Persuasion - The Data Malarkey Podcast show art Best of Series 8: Perception, Purpose, and Persuasion - The Data Malarkey Podcast

Data Malarkey - the podcast about using data smarter

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...

info_outline Measuring what matters: Darryl Sparey on comms, metrics, and making data sing show art Measuring what matters: Darryl Sparey on comms, metrics, and making data sing

Data Malarkey - the podcast about using data smarter

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: 🔍 Topics in this...

info_outline The Extinction of Experience: Christine Rosen on reclaiming humanity in a digital world show art The Extinction of Experience: Christine Rosen on reclaiming humanity in a digital world

Data Malarkey - the podcast about using data smarter

In this episode of The Data Malarkey Podcast, host and Master Data Storyteller, Sam Knowles, is joined by Christine Rosen, senior fellow at the American Enterprise Institute and author of the 2025 book, The Extinction of Experience. They dig into what happens when real-world, face-to-face experiences are replaced by screens and algorithms. Christine shares her unique journey from a bassoon scholarship to intellectual thought leadership, how teaching aikido shapes her thinking, and how she sees technology reshaping human behavior - for better and worse. With insight, wit, and depth, Christine...

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More Episodes

In this special wrap-up episode of Data Malarkey, host and Master Data Storyteller, Sam Knowles, takes us through the standout moments from Season 6 of the podcast. From neuroscience-driven storytelling to data privacy law, this compilation showcases some of the smartest and most impactful ways people are using data to improve communication, branding, and societal outcomes. Featuring insights from a diverse lineup of experts, this episode is packed with lessons and strategies for anyone curious about making data work smarter.

Key Highlights:

  • The Neuroscience of Marketing (00:02:10): Cristina de Balanzo discusses how to avoid the pitfalls of “neurobollocks” in neuroscience-driven market research.

  • Data-Backed Simplicity in Storytelling (00:07:02): Natalia Talkowska explains how neuroscience and behavioural science enhance storytelling effectiveness in data-heavy communication.

  • Breaking the Curse of Knowledge (00:12:26): Mike Ellicock shares tips for simplifying data communication, especially in utilities and financial services.

  • GDPR: A Force for Good (00:18:09): Alice Wallbank defends the GDPR and unpacks its hidden benefits and costs.

  • Levelling the Playing Field for Women Scientists (00:27:22): Ylann Schemm highlights how Elsevier uses data to advance inclusive research and health.

  • The Science Behind Accurate Exit Polls (00:34:05): Professor Sir John Curtice reveals how academic methods have transformed election night predictions.

  • Barbarians Rugby’s Data-Driven Rebrand (00:42:00): Branding guru Bill Wallsgrove showcases how data informed a fresh, digital-first identity for the iconic club.

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