The Data Malarkey Podcast

Sam Knowles
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  • MARKETING
  • EVERY TWO WEEKS

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.

  1. Return On Inclusion: Why inclusive marketing drives growth (Ali Hanan, Creative Equals)

    18 MAR

    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

    50 min
  2. Best of Series 8: Perception, Purpose, and Persuasion - The Data Malarkey Podcast

    02/09/2025

    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.

    58 min
  3. Measuring what matters: Darryl Sparey on comms, metrics, and making data sing

    19/08/2025

    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: 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.

    53 min
  4. The Extinction of Experience: Christine Rosen on reclaiming humanity in a digital world

    05/08/2025

    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: https://data-storytelling.scoreapp.com 🧠 This one's for anyone curious about reclaiming a genuinely human presence in an over-mediated world.

    48 min
  5. How AI Thinks: Chris Summerfield on human brains and machine algorithms

    22/07/2025

    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: https://data-storytelling.scoreapp.com   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 'Human Information Processing' lab These Strange New Minds – Chris's compelling 2025 book Chris' personal webpage DeepMind and the AlphaGo documentary Want to learn more? Check out the links in the show notes and subscribe for more episodes.

    52 min
  6. Rebuilding trust in science with Caitlyn Looby

    08/07/2025

    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 article in the Royal Society of Arts Journal: Trust in Science Caitlyn's TEDx talk: Building Public Trust in Science at TEDxOshkosh Stay tuned for more enlightening episodes of Data Malarkey - the podcast about using data, smarter.

    41 min

  7. 29/04/2025

    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 Subscribe on YouTube: Data Malarkey     Minimal Thumbnail Text Suggestions: 🧠 "Best of AI & Empathy" or 📊 "Greatest Hits: Data Gets Human"

    49 min

  8. 15/04/2025

    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: 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   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!

    49 min
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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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