The Data Malarkey Podcast – Détails, épisodes et analyse

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/

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

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:

• Volkswagen Group UK

• Nick Ratcliffe on LinkedIn  

• Take the Data Storytelling Scorecard

Make sure to like and subscribe for more episodes.

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.

• 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
  
  

• Take the Data Storytelling Scorecard
  
  

• Guest Application Form
  
  

• Subscribe on YouTube: Data Malarkey
  
  

🧠 "Best of AI & Empathy"
or
📊 "Greatest Hits: Data Gets Human"

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.

• 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.
  
  

• Julie Holmes' website: https://www.julieholmes.com
  
  

• Julie's AI readiness assessment for businesses: https://julieholmes.com/ai-readiness-assessment-2025/

• The AI prompt library and archive https://julieholmes.com/prompt/

• Data Storytelling Scorecard: https://data-storytelling.scoreapp.com
  
  

• The Insight Agents' website – Sam Knowles' business, including the archive of Data Malarkey podcast episodes: https://insightagents.co.uk

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!

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

• Scott Taylor's book: Telling Your Data Story (Amazon)

• Scott's YouTube Channel: The Data Whisperer

• Data Puppets: www.datapuppets.com

• Scott's 2024 Big Data London keynote – "Data is the new bullsh*t" www.youtube.com/watch?v=5LRVF-1nGPQ

• "The Little Red Data Hen" www.youtube.com/watch?v=OBFwiGN3XK0

• The DataVengers: www.datacated.com/datavengers

• Data Storytelling Scorecard: data-storytelling.scoreapp.com

• Take the Data Storytelling Scorecard: data-storytelling.scoreapp.com

• Follow the podcast for more insights on data, storytelling, and business communication.

• Scott Taylor: LinkedIn | MetaMeta Consulting 

• Sam Knowles:  https://insightagents.co.uk

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!

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

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

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.

• Sussex Centre for Research on Kindness on the University of Sussex website

• BBC Kindness Test: BBC Radio 4

• Data Storytelling Scorecard: https://data-storytelling.scoreapp.com

• Sam Knowles' website: https://www.insightagents.co.uk

• Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com

• Follow the podcast for more insights on psychology, data, and human behaviour.

• Robin Banerjee: University of Sussex profile 

• Sam Knowles: LinkedIn profile 

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!

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.

• 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

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

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.

• Cecilia Dones' Substack: Authentic Interactions

• Ceci's LinkedIn newsletter "What is a CMO to do with AI?" 

• Data Storytelling Scorecard: data-storytelling.scoreapp.com

• Take the Data Storytelling Scorecard: data-storytelling.scoreapp.com

• Follow the podcast for more insights on AI, data, and leadership

• Cecilia Dones: LinkedIn | Substack blog – https://authenticinteractions.substack.com

• Sam Knowles: LinkedIn

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.

Check out our Data Storytelling scorecard: https://data-storytelling.scoreapp.com

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!

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

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 https://www.linkedin.com/in/adam-davison-a5624815/

🔗 The Advertising Standards Authority https://www.asa.org.uk

🧠 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."

🔗 Adam on BBC2's Horizon, "The Hunt for the Higgs Boson" – www.dailymotion.com/video/x621wqk

🔗 Profile on Adam in Marketing | Beat – https://www.marketing-beat.co.uk/2024/04/11/asa-harnessing-ai-technology/

🔗 "Using AI to monitor the promotion of prescription-only medicines" by Adam Davison, ASA blog, 09.11.23 – https://www.asa.org.uk/news/using-ai-to-monitor-the-promotion-of-prescription-only-medicines.html

🔗 "Our Active Ad Monitoring system" by Adam Davison, ASA blog, 14.07.23 – https://www.asa.org.uk/news/our-active-ad-monitoring-system.html

🔗 "How data science is changing ad regulation" by Adam Davison, ASA blog, 17.11.22 – https://www.asa.org.uk/news/how-data-science-is-changing-ad-regulation.html

💬 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 (https://bit.ly/3YIh7I7), Spotify (https://bit.ly/3JafOfg), and our YouTube channel https://youtube.com/@datamalarkey

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  https://delacroix.uk

Resources mentioned:

• Sylvie Delacroix's home page https://delacroix.uk

• The Center for Data Futures https://www.kcl.ac.uk/research/centre-for-data-futures

• The Dickson Poon School of Law at King's College, London https://www.kcl.ac.uk/law

• Sylvie's book, Habitual Ethics?, available via Bloomsbury (open-access) https://www.bloomsburycollections.com/monograph?docid=b-9781509920440

• Sam Knowles' book, Asking Smarter Questions: How to be an Agent of Insight https://asksmarterqs.com

• Find Out What Kind of Data Storyteller you are: https://data-storytelling.scoreapp.com/

Join the conversation:

• Take the Data Storytelling Scorecard: https://data-storytelling.scoreapp.com

• Follow the podcast for more insightful conversations on data and AI

Connect with us:

• Sylvie Delacroix: King's College London Profile, LinkedIn profile

• Sam Knowles: https://www.linkedin.com/in/samknowlesdatastory

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