Data Malarkey - the podcast about using data smarter
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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“Start Making Sense”: Data Malarkey Season Nine greatest hits
01/21/2026
“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: Contact: Suggest a guest:
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Reality doesn’t obey logic — Angus Fletcher on anomalies, intuition, and innovation
01/07/2026
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) - Primal Intelligence (Angus’ 2025 bestselling book) - Take the Data Storytelling Scorecard:
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AI, authenticity, and digital detox — Kerry Watkins on Social for Good
12/09/2025
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: Resources and links Social for Good - The Social for Good Accelerator for charities and purpose-led organisations – Kerry’s LinkedIn profile - 24/six, Kerry’s “side hustle” – Take the Data Storytelling Scorecard:
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Engineering rigour vs PR Malarkey - Stephen Waddington on data, stories, and measurement
11/25/2025
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: Resources and social media • Contribute to Stephen’s PhD research: • “Pints & Profits” (Brew case study) • Market Research Society: “Campaign for Better Data” • Stephen’s blog: • Stephen’s Substack: • Stephen’s LinkedIn profile:
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Data doesn’t create meaning - we do
11/11/2025
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: Resources and social media links Susan’s LinkedIn profile - TED@IBM talk: “What do we do with all this big data?” Neil Postman’s Amusing Ourselves to Death - Take the Data Storytelling Scorecard:
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Empowering people through information: Inside the ICO
10/29/2025
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 - - ICO on LinkedIn - - ICO on TikTok - - Ripple Effect campaign - Take the Data Storytelling Scorecard:
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Ultra-processed data: the hidden risk AI can’t solve
10/14/2025
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 - Market Research Society (MRS): Campaign for Better Data - MRS Fair Data Mark - 👉 Take the Data Storytelling Scorecard:
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Best of Series 8: Perception, Purpose, and Persuasion - The Data Malarkey Podcast
09/02/2025
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.
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Measuring what matters: Darryl Sparey on comms, metrics, and making data sing
08/19/2025
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: 🔍 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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The Extinction of Experience: Christine Rosen on reclaiming humanity in a digital world
08/05/2025
The Extinction of Experience: Christine Rosen on reclaiming humanity in a digital world
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 challenges us to reconsider what we lose when digital convenience becomes the norm. 🔍 Topics include: Why boredom, handwriting, and walking matter What the "extinction of experience" means AI, screen time, and our increasingly mediated lives Martial arts, musical instruments, and embodied attention The pandemic’s role in accelerating mediation Take the Data Storytelling Scorecard: 🧠 This one’s for anyone curious about reclaiming a genuinely human presence in an over-mediated world.
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How AI Thinks: Chris Summerfield on human brains and machine algorithms
07/22/2025
How AI Thinks: Chris Summerfield on human brains and machine algorithms
In this episode of Data Malarkey – the podcast about using data, smarter – Master Data Storyteller, Sam Knowles, talks to Chris Summerfield, Professor of Cognitive Neuroscience at the University of Oxford. Chris shares insights into what makes human intelligence so remarkable, how AI models are both fundamentally different from AND similar to human brains, and why understanding cognitive science is critical for building better AI. They explore the future of AI-human collaboration, discuss Chris’ long experience at DeepMind, and consider why prediction sits at the core of both artificial and human intelligence. Take the Data Storytelling Scorecard: What you'll learn: Why AI models both AND aren't like human brains How DeepMind trained AlphaGo to beat the Go world champion, Lee Sedol What cognitive science can teach AI research Why prediction is central to intelligence The benefits and limitations of current large language models Resources mentioned: Chris Summerfield’s University of Oxford – Chris’s compelling 2025 book Chris’ personal DeepMind and the documentary Want to learn more? Check out the links in the show notes and subscribe for more episodes.
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Rebuilding trust in science with Caitlyn Looby
07/08/2025
Rebuilding trust in science with Caitlyn Looby
In this compelling episode of the Data Malarkey podcast, Master Data Storyteller, Sam Knowles, welcomes Caitlyn Looby - scientist, journalist, and Great Lakes reporter at the Milwaukee Journal Sentinel. From conducting soil microbe research in tropical cloud forests to demystifying scientific communication for the public, Caitlyn’s career bridges hard science and human stories. This episode explores her journey, the importance of accessible science, and how local storytelling builds trust. What you'll learn: How Caitlyn transitioned from academia to journalism The hidden world of tropical montane cloud forests and their vulnerability to climate change Why scientists must learn to ditch the jargon The role of storytelling in building public trust in science Caitlyn's three golden rules for science communication Resources mentioned: Caitlyn Looby’s in the Royal Society of Arts Journal: Trust in Science : Building Public Trust in Science at TEDxOshkosh Stay tuned for more enlightening episodes of Data Malarkey - the podcast about using data, smarter.
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Mark Bonner on football, data, and the beautiful balance
06/24/2025
Mark Bonner on football, data, and the beautiful balance
In this lively episode of Data Malarkey, Master Data Storyteller, Sam Knowles, is joined by Mark Bonner, Director of Football at Cambridge United. From academy coach to leading the club to shock cup victories, Bonner's football journey is anything but typical. Together, they explore the evolving role of data in football, the emotional highs and lows of managing a club, and what it really means to find balance between intuition and insight. Pep Guardiola's wild celebrations and Carlo Ancelotti's stoic eyebrow also make cameo appearances. What you'll learn: How Mark Bonner's career evolved from grassroots to head coach and back to Director of Football at Cambridge United The role of data and analytics in modern football decision-making Why balance between emotional intelligence and cold, hard stats is crucial Behind-the-scenes realities of coaching, scouting, and club leadership Resources mentioned: Want to learn more about Mark Bonner or Cambridge United? Check out the links in the show notes. And remember to subscribe for more episodes of Data Malarkey – the podcast about using data, smarter; where numbers meet nuance.
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Turning data into desirability: Automotive insights with Nick Ratcliffe
06/10/2025
Turning data into desirability: Automotive insights with Nick Ratcliffe
Recorded live at the DataComms 2025 conference in London, this very special episode of the Data Malarkey Podcast features Nick Ratcliffe, Customer Experience Director at Volkswagen Group UK. Host and master data storyteller, Sam Knowles, delves into how Nick and his team wield data to enhance customer experience, transform brand desirability, and prepare for the automotive industry’s electric future. With a career spanning leadership roles at BT, Audi, and Mercedes-Benz, Nick shares his evidence-based approach to marketing, the importance (and scarcity) of genuine insight, and a few personal stories from his eclectic selection of hobbies. What You'll Learn: • How VW Group UK uses data to be ever-more customer-centric • Why insight is more than just data - it's about action • The impact of behavioural economics and marketing science • Nick’s view on the future of automotive CX in the EV era • How storytelling and science intersect in successful marketing Resources Mentioned: Make sure to like and subscribe for more episodes.
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Season 7 Greatest Hits: AI, Kindness & the Power of Storytelling
04/29/2025
Season 7 Greatest Hits: AI, Kindness & the Power of Storytelling
We’ve reached 51 episodes and wrapped Season 7 of Data Malarkey! In this greatest hits episode, host Sam Knowles shares the most powerful moments from a season packed with insights—from AI ethics to data puppets, from psychology and kindness to practical business transformation. Revisit brilliant guests like Sylvie Delacroix, Julie Holmes, Cecilia Dones, Robin Banerjee, Adam Davidson, and Scott Taylor, all of whom shared their real-world, often surprising, insights on how to use data smarter. What You’ll Learn: How to rethink AI through the lens of humility and uncertainty The ethics of online trust and virtual relationships Why businesses need to upgrade soft skills, not just systems The power of kindness in society and psychology How satire and puppets explain data better than PowerPoint ever could Special Mentions: Take the Data Storytelling Scorecard Guest Application Form Minimal Thumbnail Text Suggestions: 🧠 "Best of AI & Empathy" or 📊 "Greatest Hits: Data Gets Human"
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AI as an Intern, Not a Genius: Julie Holmes on Automation, Ethics & Human Impact
04/15/2025
AI as an Intern, Not a Genius: Julie Holmes on Automation, Ethics & Human Impact
In this energising episode of the Data Malarkey Podcast, Master Data Storyteller Sam Knowles speaks with Julie Holmes, entrepreneur, inventor, and AI advisor. Julie shares her insights into how businesses can make AI work with their people – not instead of them. She dives into creative automation, ethical AI, and the dangers of dabbling without direction. From her practical UPGRADE Framework to her “intern not genius” approach to creating effective prompts for LLMs, Julie delivers a candid, actionable masterclass on the human side of AI. What You'll Learn: Why AI should be seen as an intern – not a threat. How to scale creativity and automation. What most businesses get wrong about AI readiness. The ethical responsibilities we must now embrace. How to build smarter prompts that actually deliver results. Resources Mentioned: Julie Holmes’ website: Julie’s AI readiness assessment for businesses: The AI prompt library and archive Data Storytelling Scorecard: https://data-storytelling.scoreapp.com The Insight Agents’ website – Sam Knowles’ business, including the archive of Data Malarkey podcast episodes: Rate, Review, and Follow! If you found this episode valuable, please rate and review on Apple, Spotify, or YouTube, and don’t forget to follow and subscribe for a new episode every fortnight!
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Truth Before Meaning: Scott Taylor on Data Storytelling & Business Impact
04/01/2025
Truth Before Meaning: Scott Taylor on Data Storytelling & Business Impact
In this episode of the Data Malarkey Podcast, host Sam Knowles welcomes Scott Taylor, The Data Whisperer, to break down why data storytelling is the missing business skill in the world of AI, analytics, and business intelligence. Scott shares why he believes in Truth Before Meaning, the idea that businesses need clean, structured data before they can extract meaningful insights. He also explains why tech jargon is holding the data industry back, why business leaders don’t care how data works, and how he’s making the world of data more relatable through Data Puppets. What You'll Learn in This Episode: The biggest mistakes data leaders make when presenting to executives Why data management is the foundation for AI success How to tell data stories that business leaders actually understand The origins of Data Puppets and why humour matters in data Resources Mentioned: Scott Taylor’s book: Telling Your Data Story () Scott’s YouTube Channel: Data Puppets: Scott’s 2024 Big Data London keynote – “Data is the new bullsh*t” “The Little Red Data Hen” The DataVengers: Data Storytelling Scorecard: Join the Conversation: Take the Data Storytelling Scorecard: data-storytelling.scoreapp.com Follow the podcast for more insights on data, storytelling, and business communication. Connect with Us: Scott Taylor: | Sam Knowles: Rate, Review, and Follow! If you enjoyed this episode, rate and review us on Apple Podcasts, Spotify, or YouTube. It helps us reach more people who care about data and storytelling!
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The Science of Kindness & Finding Joy in Data | Prof. Robin Banerjee on Psychology & Empathy
03/19/2025
The Science of Kindness & Finding Joy in Data | Prof. Robin Banerjee on Psychology & Empathy
Is kindness just a “soft” concept, or is there real science behind it? In this episode of the Data Malarkey podcast, Master Data Storyteller Sam Knowles is joined by Professor Robin Banerjee, Pro-Vice-Chancellor for Global and Civic Engagement at the University of Sussex. Robin’s research explores the psychology of kindness, empathy, and human connection, revealing how data can unlock powerful insights about our social world. From leading the BBC Kindness Test – a groundbreaking study with over 60,000 participants – to his work on how fiction and television shape empathy, Robin shares fascinating insights about the science of human connection. He also explains why he finds joy in data – a phrase that might just change how you see statistics forever. What you'll learn in this episode: The psychology behind kindness—what drives it, and how we measure it Surprising insights from the BBC Kindness Test How fiction and TV shape our ability to empathise The joy in data and why it’s more than just numbers Why understanding human behaviour through research is so important Chapters: 00:00 - Introduction 01:27 - Robin Banerjee’s career and research focus 07:43 - What makes someone kind? 13:53 - The BBC Kindness Test: Key findings 20:02 - The psychology of human connection 30:36 - Finding joy in data 39:07 - Empathy and storytelling: fiction vs reality 45:00 - What TV tells us about our emotions 50:30 - Where to find out more about Robin’s research About our guest: Professor Robin Banerjee is a leading researcher in developmental psychology and the Pro-Vice-Chancellor for Global and Civic Engagement at the University of Sussex. His work focuses on kindness, empathy, and social development, and he is the founder of the Sussex Centre for Research on Kindness. Robin’s research has been featured widely, including his collaboration with BBC Radio 4 on the Kindness Test, the largest study of its kind, exploring how people experience and perceive kindness across different cultures and communities. Resources mentioned: Sussex Centre for Research on Kindness on BBC Kindness Test: BBC Radio 4 Data Storytelling Scorecard: Sam Knowles’ website: Join the conversation: Take the Data Storytelling Scorecard: Follow the podcast for more insights on psychology, data, and human behaviour. Connect with us: Robin Banerjee: Sam Knowles: Rate, Review, and Follow! Enjoyed the episode? Please take a moment to rate and review us on Apple Podcasts or Spotify. Your support helps us bring more thought-provoking discussions to you!
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Trust, AI, and the Future of Human Connection with Cecilia Dones
03/05/2025
Trust, AI, and the Future of Human Connection with Cecilia Dones
In this engaging episode of the Data Malarkey Podcast, Master Data Storyteller and host Sam Knowles welcomes Cecilia Dones, a thought leader in data, AI, and human connection. Ceci explores how technology shapes the way we interact, trust, and build relationships—both online and offline. She shares insights into AI ethics, uncertainty in machine learning, and why trust is the cornerstone of all our digital futures. From her work in AI ethics to her philosophy on leadership and adaptability, Ceci provides fresh perspectives on the best ways to navigate the ever-evolving world of artificial intelligence. Tune in for a thought-provoking discussion on data, trust, and what it means to be human in the age of AI. What you'll learn in this episode: Why trust in digital interactions is becoming harder to establish The role of AI in shaping human relationships and decision-making How uncertainty in AI responses from LLMs may be an advantage not a weakness The power of adaptability and why labels limit creativity Why leaders need to embrace ambiguity in the AI era Chapters: 00:00 - Introduction 01:27 - Cecilia Dones on connections and human-centred technology 07:43 - Why trust in digital spaces is complicated 13:53 - How AI influences our relationships and decision-making 20:02 - The challenge of uncertainty in AI models 30:36 - Leadership, adaptability, and embracing ambiguity 39:07 - No Labels: Why Ceci avoids definitions and fixed roles 45:00 - The ethical dilemmas of AI, privacy, and consent 50:30 - Where Cecilia Dones is sharing her work and insights About our guest: Cecilia Dones is a data and analytics practitioner-academic, founder of 3 Standard Deviations, with expertise spanning Fortune 500 companies and academia. She specialises in AI applications, technology's impact on human interactions, and bridging data insights across sectors. Currently, she is completing her doctoral studies on interpersonal trust in digital environments. She holds degrees from NYU Stern and Columbia University. She has taught at top business schools and authors the "Authentic Interactions" newsletter on Substack exploring technology, data, authenticity, and trust. Resources mentioned: Cecilia Dones’ Substack: Ceci’s “What is a CMO to do with AI?” Data Storytelling Scorecard: data-storytelling.scoreapp.com Join the conversation: Take the Data Storytelling Scorecard: data-storytelling.scoreapp.com Follow the podcast for more insights on AI, data, and leadership Connect with us: Cecilia Dones: | Substack blog – Sam Knowles: Rate, review, and follow! Enjoyed the episode? Please take a moment to rate and review us on Apple Podcasts or Spotify. Your support helps us bring more thought-provoking discussions to you.
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From CERN to Ad Regulation: How AI & Data Science Are Changing Advertising | Adam Davidson
02/19/2025
From CERN to Ad Regulation: How AI & Data Science Are Changing Advertising | Adam Davidson
Check out our Data Storytelling scorecard: In this episode of the podcast, Master Data Storyteller Sam Knowles sits down with Adam Davidson, Head of Data Science at the Advertising Standards Authority (ASA). Adam shares his fascinating journey from CERN’s Large Hadron Collider, where he contributed to the search for the Higgs boson, to leading data-driven efforts in advertising regulation. 💡 What You'll Learn in This Episode: How Adam transitioned from physics to advertising regulation, with the constant drumbeat of data science The role of AI and machine learning in monitoring online ads Why data storytelling is critical for bridging the gap between data teams and leadership How the ASA is tackling fraudulent ads and influencer marketing transparency The future of real-time ad monitoring and automation Ethical concerns around the misuse of data in advertising If you've ever wondered how AI is shaping the future of digital advertising and how regulators are keeping up, this episode is for you! 🎧 Listen now and discover how AI, data science, and machine learning are transforming the ad industry! Episode Chapters & Timestamps 00:00 - Introduction: Meet Adam Davidson 01:27 - From CERN to Data Science in Advertising 04:32 - Bridging the Gap Between Data Science & Leadership 09:14 - The AI-Powered Ad Monitoring System 14:38 - Regulating the "Wild West" of Online Ads 18:12 - The Challenge of Influencer Marketing & Hidden Ads 25:30 - AI & Automation: Real-Time Ad Monitoring 32:02 - How AI in Advertising is Evolving 39:45 - Misuse of Data: The Dark Side of AI 45:36 - Final Thoughts & Where to Follow Adam Guest Bio: Adam Davidson Adam Davidson is the Head of Data Science at the Advertising Standards Authority (ASA), where he leads efforts to monitor and regulate digital advertising using AI and machine learning. His career started in particle physics at CERN, where he was involved in the discovery of the Higgs boson. Adam later transitioned to data science roles at Qubit and The Economist, before joining the ASA in 2021. Now, he’s using data and AI to bring accountability to online advertising, leading a seven-strong team of data scientists at the ASA who are ensuring that brands comply with regulations, legislation, and ethical marketing standards. 🔗 Follow Adam Davidson on LinkedIn 🔗 The Advertising Standards Authority Key Takeaways & Quotes from This Episode 🧠 On Data Storytelling: "Data science is useless if leaders don’t understand it. Storytelling bridges that gap.” – Adam Davidson 🤖 On AI in Advertising Regulation: "We built an AI system that actively monitors ads in real time – catching fraudulent content before it spreads.” ⚖️ On Ethical Advertising: "Influencer marketing needs more transparency. Consumers deserve to know when they’re being sold to.” 🚀 On the Future of AI & Automation: "Machine learning in advertising isn’t new. What’s new is the scale at which we can use it for good.” Resources & Links 🔗 Adam on BBC2’s Horizon, “The Hunt for the Higgs Boson” – 🔗 Profile on Adam in Marketing | Beat – 🔗 “Using AI to monitor the promotion of prescription-only medicines” by Adam Davison, ASA blog, 09.11.23 – 🔗 “Our Active Ad Monitoring system” by Adam Davison, ASA blog, 14.07.23 – 🔗 “How data science is changing ad regulation” by Adam Davison, ASA blog, 17.11.22 – Support & Connect 💬 Enjoyed this episode? Let us know! Leave a review on Apple Podcasts or Spotify. 📢 Share this episode with colleagues in marketing, advertising, or data science. 🔔 Follow the podcast for more deep dives into AI, ethics, and advertising! 🎙 Subscribe on Apple Podcasts (), Spotify (), and our YouTube channel
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How can we build an AI future which respects ethics and data privacy? With Professor Sylvie Delacroix, Centre for Data Futures, King’s College London
02/05/2025
How can we build an AI future which respects ethics and data privacy? With Professor Sylvie Delacroix, Centre for Data Futures, King’s College London
In this thought-provoking episode of the Data Malarkey Podcast, master data storyteller Sam Knowles sits down with Sylvie Delacroix, the inaugural Jeff Price Chair in Digital Law in the Dickson Poon School of Law at King’s College London. Sylvie shares her insights into data ethics, the vulnerabilities we face in a data-driven world, and the transformative potential of generative AI. She also introduces the Centre for Data Futures, her initiative to build participatory data infrastructure that empowers individuals and communities. This is a conversation about ethics, identity, and the future of AI that you won’t want to miss. What you'll learn in this episode: The hidden vulnerabilities of our daily data leaks. How AI can both limit and empower personal reinvention. Why participatory infrastructure is essential for ethical AI development. The concept of ‘humility markers’ in AI and their potential to transform conversations. How Sylvie’s work bridges the gap between theory and practice in digital law and data ethics. Chapters: 00:00 - Introduction 01:27 - Sylvie Delacroix’s journey and research focus 07:43 - The vulnerability of self in the data-driven age 13:53 - Building participatory data infrastructures 20:02 - Rethinking AI and conversational models 30:36 - The importance of humility markers in AI 39:07 - The future of ethical AI: aspirations and hopes About our guest: Sylvie Delacroix is a leading expert in digital law and ethics. As the Jeff Price Chair in Digital Law at King’s College London, Professor Delacroix directs the Centre for Data Futures, focusing on participatory data infrastructure and ethical governance of AI. Her work on data trusts and habitual ethics has shaped policy initiatives worldwide. To learn more about her work, visit Resources mentioned: Sylvie Delacroix’s home page The Center for Data Futures The Dickson Poon School of Law at King’s College, London Sylvie’s book, Habitual Ethics?, available via Bloomsbury (open-access) Sam Knowles’ book, Asking Smarter Questions: How to be an Agent of Insight Find Out What Kind of Data Storyteller you are: Join the conversation: Take the Data Storytelling Scorecard: Follow the podcast for more insightful conversations on data and AI Connect with us: Sylvie Delacroix: , Sam Knowles: Rate, review, follow, and share! If you enjoyed this episode, please take a moment to rate and review us on Apple Podcasts or Spotify. Don’t forget to follow the show so you never miss an update!
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The Smartest Data Moments from Season 6
12/18/2024
The Smartest Data Moments from Season 6
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. External Links: Using Data Smarter guest application form: Follow Sam Knowles on LinkedIn: Catch full episodes and video content on YouTube: Subscribe and Stay Connected: New episodes drop every other Wednesday on Apple Podcasts, Spotify, and YouTube Music. Don’t forget to subscribe and leave a review! To find out what kind of data storyteller you are, complete our data storytelling scorecard at https://data-storytelling.scoreapp.com. It takes just two minutes, and we’ll send you your own personalised scorecard.
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Unlocking Creativity: Natalia Talkowska on Neuroscience, Storytelling & Innovation
12/04/2024
Unlocking Creativity: Natalia Talkowska on Neuroscience, Storytelling & Innovation
In this episode of Data Malarkey, we sit down with Natalia Talkowska, founder of Natalka Design, to explore the fascinating intersection of neuroscience, visual communication, and storytelling. Natalia shares her inspiring journey and how she helps people overcome self-doubt, embrace creativity, and communicate their big ideas with impact. From her revolutionary Visualise Futures tool to the importance of breaking perfectionist habits, this episode is packed with insights for anyone looking to unlock their creative potential. What You'll Learn in This Episode: Why visual communication is the future of storytelling. How neuroscience can guide effective communication. Overcoming perfectionism and self-doubt. The role of AI in enhancing creativity and connection. Natalia’s personal tips for building confidence and creating impact. Links & Resources: Natalka Design Website: Visualise Futures Substack: Creative Brain Club Newsletter: Data Storytelling Scorecard: Follow Natalia Online: LinkedIn: Instagram: If you enjoyed this episode, don’t forget to subscribe and leave a review on your favourite podcast platform! 🎧
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How can we improve product and brand design with data? With Bill Wallsgrove, Head of Ideas at Brandad
11/20/2024
How can we improve product and brand design with data? With Bill Wallsgrove, Head of Ideas at Brandad
In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Bill Wallsgrove, Head of Ideas at Brighton-based communications and design agency, Brandad. Bill has more than 30 years’ experience working in business strategy, brand creation, and communications development. He trained at the London College of Printing and cut his teeth at the legendary design agency, Coley Porter Bell. Bill’s worked in 3D design and packaging design. He is also the man responsible for the creation of the McCoy’s brand of crisps. Throughout his career, Bill has been keen to share the tools of his trade with succeeding generations, both through academic and industry bodies. These include the Design Council and the University of Brighton, where today he is an honorary lecturer in the school of Art and Media. Through his wittily-named consultancy, Brandad, Bill today brings his decades of experience to a wide range of businesses and third-sector organisations, with a particular focus on start-ups in his adopted home city of Brighton, the start-up capital of Europe. Indeed, it was one of his start-up clients that named his business for him. But Bill’s expertise is just as relevant to centuries-old institutions, as evidenced by his data-driven development and activation for the rugby football club, the Barbarians. Bill’s approach to data-driven design is well captured by his son’s description of his role as “a fashion designer for businesses”. And though he’s into his fourth decade of advising brands on how to stand for something meaningful in their consumers’ lives – and trading as Brandad – his tools and techniques couldn’t be more contemporary. An early adopter of AI – and particularly Midjourney for “30-second mood boards that might have taken days or weeks before”, provided the prompts are right – Bill advocates the use of artificial intelligence. “It makes the research process more effective,” he says, “it makes our jobs more focused.” EXTERNAL LINKS The Brandad homepage – Bill’s LinkedIn profile (and Bill is quite prolific on the platform) – To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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How can we protect our privacy in the era of Big Tech? With Alice Wallbank, expert data privacy lawyer, Shoosmiths
11/05/2024
How can we protect our privacy in the era of Big Tech? With Alice Wallbank, expert data privacy lawyer, Shoosmiths
In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Alice Wallbank, a professional support lawyer for the law firm Shoosmiths, whose clients include Mercedes-Benz, Octopus Ventures, and Travelodge. The company also specialises in working for businesses in both the property and banking sector. The Financial Times has garlanded Shoosmiths as “one of Europe’s most innovative law firms”, and Alice’s pioneering role at the company – focused on privacy, data, and increasingly AI – is symptomatic of a business in the vanguard of a profession catching up with the broadest implications of technology. At the start of this year, Alice co-hosted an excellent – naturally hybrid, both in the room and online – which featured a keynote from Austrian activist and lawyer, . Schrems is famous for his successful campaigns against Facebook (and Meta) for their violations of European data privacy laws. Before joining Shoosmiths, Alice spent six years as the principal legal counsel for the cyber and information security division of the leading technology business, QinetiQ. Alice is a passionate advocate of the EU’s General Data Protection Regulation (GDPR), describing it “as a good thing for data privacy – without a shadow of a doubt”. Although first introduced in 2016 and in place since 2018, it has its origins in a 1995 directive, designed to protect the rights and freedoms of individuals from Big Tech. Alice believes this showed “remarkable foresight”. One of the very few people in the UK, Europe, and the world to have read all 90,000 words of the EU’s AI Act, artificial intelligence gives Alice that fabled reaction to trench warfare of “a combination of boredom and terror”. There are huge potential upsides – such as radiography diagnostics – and massive downsides from a system that is “at heart a self-limiting black box” dealing in “biases in, biases out”. And in a Data Malarkey exclusive, Alice is our first guest in more than 40 episodes … to sing. She dons her white stilettos, dances round her handbag, and turns the clock back to 1984 for a tuneful rendition of Rockwell’s dancefloor smash, Somebody’s Watching Me – for Alice, an insightful foreshadowing of data privacy issues 40 years into the future. EXTERNAL LINKS Shoosmiths home page – Alice’s profile on the Shoosmiths’ site – Alice’s article on Ashley Madison – Another from Alice, this time on the environmental credentials of GDPR. The EU AI Act – all 90,000 words of it – Rockwell’s Somebody’s Watching Me from 1984 – To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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Sir John Curtice on Election Insights, Exit Polls, and Data Storytelling
10/22/2024
Sir John Curtice on Election Insights, Exit Polls, and Data Storytelling
Join master data storyteller, Sam Knowles, for an enlightening conversation with Sir John Curtice, professor of politics at the University of Strathclyde and senior research fellow at the National Centre for Social Research. As we navigate 2024 which has been dubbed "the ultimate election year," Sir John shares his insights on polling accuracy, political volatility, and data-driven decision-making in the UK and US elections. We explore the intricacies of his more-accurate-than-most exit polling methodology, the challenges of interpreting voter behaviour, and the future of electoral systems. Plus, Sir John reveals his secrets for communicating complex data effectively. Key Takeaways: - Sir John Curtice's approach to accurate exit polling - Analysis of the 2024 UK General Election results - Challenges of predicting the outcome of the 2024 US election - Insights on communicating data clearly and avoiding the Curse of Knowledge Thoughts on the future of first-past-the-post and proportional representation in the UK EXTERNAL LINK: - University of Strathclyde To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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How can we unlock human behaviour with neuroscience and behavioural science? With Cristina de Balanzo, PhD, Founder of Walnut Unlimited
10/08/2024
How can we unlock human behaviour with neuroscience and behavioural science? With Cristina de Balanzo, PhD, Founder of Walnut Unlimited
In this episode of the Data Malarkey podcast, we join master data storyteller Sam Knowles, in conversation with Cristina de Balanzo, PhD, Founder and Board Director at Walnut Unlimited, as she delves into the fusion of neuroscience, behavioural science, and strategic insights to unlock human behaviour. In this engaging discussion, Cristina shares practical examples of how neuroscience informs communication strategies and marketing, and the role of creativity in human understanding. Learn how insights, human behaviour, and neuroscience come together to shape the future of marketing and communication. Neuroscience has been a constant drumbeat of Cristina’s career. Before founding Walnut more than a decade ago, she was global head of neuroscience at TNS, following a nine-year stint as a strategic planner with McCann Erickson. EXTERNAL LINKS Cristina’s LinkedIn profile – Cristina on X – Cristina’s article on WARC – “The science of laughter: Why humour is serious business” – ResearchGate profile for Cristina – To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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How can we communicate numbers clearly so that people can better understand the choices they face in life? With Mike Ellicock, Founder & CEO of Plain Numbers
09/25/2024
How can we communicate numbers clearly so that people can better understand the choices they face in life? With Mike Ellicock, Founder & CEO of Plain Numbers
In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Mike Ellicock, Founder and Chief Executive of The Plain Numbers Project. Plain Numbers says of its purpose: “We enable clear communication of numbers everywhere so that people can better understand the choices they face in life.” This matters, because about half the adults in the UK have the numeracy skills expected of a primary school child. And one in five suffers from “maths anxiety”. Plain Numbers works with all sorts of organisations to help them communicate the numbers that matter in ways that are clear, fair, and never misleading. Organisations like banks and building societies, insurers and utility companies, national and local government. Plain Numbers trains, assesses, and accredits individuals, teams, and whole organisations to communicate their data more effectively and transparently. The company’s approach is both deeply practical – developing the skills that businesses need for clear and simple communication of numbers – and deeply strategic, going and gaining access to the most senior decision-makers (often Government ministers) to effect meaningful, systemic change. The progress Plain Numbers has made in just a few years has been accelerated by the introduction of the Financial Conduct Authority’s rules and guidance on Consumer Duty which “sets high standards of consumer protection across financial services and requires firms to put their customers' needs first”. Before founding Plain Numbers, Mike was the Founder and Chief Executive of the charity National Numeracy, which he ran throughout the twenty-teens. Prior to that he ran Numicon, an innovative, multi-sensory approach to teaching maths at primary school level, up to the time when Numicon was acquired by Oxford University Press. For seven years either side of the millennium, Mike was a Captain in the Parachute Regiment. Outside of the day job, he still takes fitness and the realisation of what’s possible physically to new heights – and always through a data-driven, evidence-based lens. In 2015, Mike broke the world record for running a marathon wearing a 20lb back-pack, shaving ten minutes off the previous best by clocking a time of just 2h 56m 39s, a record that stands to this day. Next year he’s aiming to row around the British Isles in under 40 days. EXTERNAL LINKS Plain Numbers home page – The Plain Numbers in Practice report from June 2024 – Mike’s LinkedIn profile – FCA Consumer Duty – To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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How might we bring about gender equity in academic research? With Ylann Schemm, VP for Corporate Responsibility at Elsevier, and Executive Director of the Elsevier Foundation
09/10/2024
How might we bring about gender equity in academic research? With Ylann Schemm, VP for Corporate Responsibility at Elsevier, and Executive Director of the Elsevier Foundation
In this episode of the Data Malarkey podcast, master data storyteller Sam Knowles is joined by Ylann Schemm, Vice President for Corporate Responsibility at the leading academic publisher, Elsevier, home to almost 3,000 academic journals, specialising in scientific, technical, and medical content. Elsevier describes itself as “an information analytics” business – so right up our alley here at Data Malarkey. In a career with the publisher spanning almost two decades, Ylann has been on a remarkable journey of both personal and corporate development, moving from communications to corporate relations and from there into corporate responsibility. And for more than a decade, she has been a leading figure in the Elsevier Foundation, first as Program Director – running the Foundation’s New Scholars program designed to expand the participation of women in STEM – and since 2017 as its Director. Under Ylann’s leadership, the Foundation is taking pioneering steps and making a tangible difference. This is manifested most clearly in the organisation’s regular, data-driven reporting into gender and diversity in research. The latest, 2024 report showed that, although as many as 41% of all academic researchers today are women, this is much lower in STEM subjects. At the current rate of change, parity is not expected to be reached until 2052. Ylann was allowed to lay the – shall we say? – foundations for the Foundation’s work in “a climate of benign neglect” as she found her feet and built networks and partnerships inside and outside of Elsevier. But it was with the 2019 arrival of the company’s first female CEO, Kumsal Bayazit, that Ylann’s work moved front and centre of the publisher’s strategic vision. EXTERNAL LINKS Ylann’s LinkedIn profile – Elsevier home page – The Elsevier Foundation – 2024 Elsevier Foundation gender and diversity in research report – To find out what kind of data storyteller you are, complete our data storytelling scorecard at . It takes just two minutes, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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On risk, uncertainty, and impact: how using data smarter is the fast track to success
07/30/2024
On risk, uncertainty, and impact: how using data smarter is the fast track to success
Using data smarter is an attitude of mind. It’s characterised by those who choose to communicate simply, clearly, and effectively, by making sense of the signals and cutting out the noise. Above all, it’s about empathy, humanity, and appreciating the likely data tolerance of your audience. After our fifth collection of six great guests, it’s a wrap for Season Five of Data Malarkey – the podcast about using data smarter. Your host, master data storyteller , picks out common themes and chooses his highlights from a lively series of conversations – recorded remotely, via the medium of Riverside.fm, between February and May 2024. Thanks as ever to for production support. Podcast artwork by . Voice over by . In Season Five, our guests included: , Emeritus Professor of Statistics at the University of Cambridge. , Deputy Director and Lead Scientist at the based out of the University of Singapore. , Senior Director for Marketing Effectiveness at Mars (who’s also the ). , founder of , the award-winning city analyst specialising in media and marketing. , Co-Founder of , a software as a service company that helps organisations grow by measuring performance from the human perspective. And , Professor of Developmental Psychopathology at Cambridge University, and director of the . Data Malarkey is taking an extended summer vacation and is having all of August off – and then some. We’ll be back with Season Six on 11 September 2024 with another eclectic group of guests from an ever-more diverse set of professions. We’ll be hearing from women and men at the top of their game from the worlds of publishing, consumer goods, political punditry in the wake of the U.K. General Election, journalism, neuroscience, and numeracy. As usual, their common approaches to using data smarter have lessons for us all. And we start with who is both the Vice President of Corporate Responsibility for Elsevier, the world’s leading scientific publisher and data analytics company, and Director of the . To find out how you rank as a data storyteller, complete our data storytelling scorecard at . It takes just two minutes to answer 12 questions, and we’ll send you your own personalised scorecard which tells you what kind of data storyteller you are.
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