Driven by Data: The Podcast

In a lively panel discussion, Loretta Franks, Ranil Boteju, Aimee Smith, and Jane Smith tackle how to shift from a tech-focused data approach to delivering tangible business value. They explore the challenges of prioritizing data projects based on clear outcomes and the importance of aligning data strategies with brand identity. Aimee highlights the unique public service value of data in policing, while Jane shares insights on validating projects through small-scale proofs of concept. The conversation also touches on the role of AI in enhancing business capabilities.

In October 2025, Orbition Group hosted Driven by Data LIVE, where they welcomed 120 CDOs/Data Leaders to Tobacco Dock in London for a half-day event, which included 3 panel discussions and some roundtable conversations.The first panel discussion saw Kyle Winterbottom joined by;Davin Crowley-Sweet, Chief Data Officer at National HighwaysKelly Hume, Lead Partner at BaringaKinnari Ladha, Chief Data Officer at Merlin EntertainmentsDaniel Hulme, Chief Data & AI Officer at WPPWhere they debated; The Biggest Challenges in Data, Analytics & AI and How They're Being Tackled, which includes;Why perceived data quality challenges are actually data confidence and communication issues.Why business leaders need a stronger data vocabulary to drive better outcomes. How shifting from projects to products improves data ownership and accountability.Why lack of trust in data stems from unclear standards and outdated systems.Why hype has led to organisations chasing use cases without defining problems.Why Low-hanging fruit often yields superficial success. Why true business value from AI comes from addressing complex, strategic problems.Why organisations must rethink processes not just adopt new tools.How brave leadership unlocks better digital decisions.Why data leaders must simplify the AI conversation for executives.How a dual AI strategy balances innovation and control.Why AI regulation is necessary but only when thoughtfully designed.Why ethical AI depends on explainability, not intentions.Why traditional company values don’t guide AI ethics.Why building trust in data starts with being trusted as a data leader.Why orchestration, not capability, is often the barrier to delivery.How reframing data roles helps escape the ‘service desk’ trap.Why tension in organisations can lead to better outcomes.Why upskilling execs in data requires empathy, not just education.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 50, the season finale of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by James Benford, Director General of Surveys, Economic and Social Statistics at Office for National Statistics, where they have a candid discussion regarding the turnaround job at hand after recent public scrutiny and high-profile errors.They dig into what went wrong, the impact on trust, and how new leadership is refocusing priorities, rebuilding quality, and resetting culture, plus more, which includes;How a turnaround mandate is reshaping ONS culture, leadership, and structure after the June review.Why transparent acknowledgment and correction of high-profile errors is central to rebuilding trust.How grand tech ambitions drift without clear use cases and why that must change.Why building a single data platform without a clear use case became a costly lesson in purpose-led design.How ruthless focus and prioritisation are creating space for excellence in core statistics.Why survey response rates are falling globally and how ONS is adapting to the new reality.How digital-first, user-centred survey design can lift completion and reduce bias.How alternative data sources add power and why third-party data quality and governance matter.Why multidisciplinary teams are non-negotiable.How recognising data and AI as economic assets will reshape national accounting.Why GenAI and ML can raise quality while saving time.How “Stats GPT” style access can make official statistics easier to find, query, and use.Find more information on the general reset underway at the ONS, and the detail on the statistics and the surveys discussed in this episode.If you wish to provide feedback on what ONS is currently doing, please use this mailbox: econstatsplan@ons.gov.uk Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 49, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Adrian Estala, Field Chief Data & AI Officer at Starburst, where they discuss how to deliver successful AI innovation and transformation by letting 'the business' lead, which includes;Why we need to let business teams to lead AI innovation for meaningful transformation.How business-led approaches to AI translate into practical, real-world examples.The major differences that set AI apart from previous waves of technological business transformation like ERP, Cyber and Cloud.Why AI demands a fundamentally different approach compared to traditional IT-led transformations.How organisations are adapting to the rapid pace of change driven by AI advancements.Balancing the need for AI experimentation with the discipline of effective governance and control.Identifying high-impact AI use cases that deliver competitive advantage through targeted experimentation.Adapting delivery models and governance structures to meet accelerated AI project timelines.Why organisations need a (business) semantic layer in enabling faster and more responsible AI innovation.Why the era of migration is over and what that shift means for digital strategy.Rethinking data foundations to support AI-driven decision-making across the business.The concept of “big data, small agents” and its implications for the future of work.What will distinguish successful AI adopters from those who remain stuck in experimentation over the next 12 months.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 48, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Susan Laine, Chief Technology Officer (Data) at Quest Software, where they discuss the concept of building 'AI for AI', which includes;The state of data in the AI era and why garbage in equals disaster outHow ‘AI for AI’ is helping organisations manage data at scale and speedWhere AI is being used to optimise AI and why that mattersWhy most AI POCs still don’t make it out of production and what to do about itBalancing the race for speed with the realities of trust, governance, and riskBuilding a modern data trust model looks like and why it’s critical for AI successThe key metrics that matter most when measuring trust in data The rise of the data marketplace and what it means for data sharing and adoptionHow data management convergence is changing the game for modelling and intelligenceHow user feedback loops are helping to mature data products over timeWhy context and semantic layers are essential for AI you can trustHow GenAI is reshaping how we build and scale data productsThe structural and cultural shifts AI is triggering across data teamsThe changing roles and skillsets needed to succeed in AI-led data teamsWhy building your own capability is slowing you down and what to do insteadThree smart steps to build trusted, scalable AI and data capabilities todayThanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 47, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Mike Leverington, Senior Director of Data & Analytics at Skyscanner, where they discuss the evolving landscape of data analytics in the era of AI, which includes;How AI and GenAI are transforming not only the way we work but the way we think, impacting creativity and originality across the workforce.Why the decline of junior and entry-level data roles is reshaping the traditional career ladder in data.The societal and ethical implications of AI-driven workforce changes.How the automation of foundational work could affect how the next generation of data professionals learn and develop.How leaders can strike the right balance between “future-fitting” now and managing the risks of waiting.The implications of AI becoming a key trainer of the workforce, and what that means for learning, upskilling, and talent development.The potential risks smaller businesses face in the AI race against well-funded competitors.Whether the industry is over-talking “data value” and what that means for real business impact.Why a persistent gap remains between how data teams define value and what executives actually care about.The lessons from the “bold claims” era when inflated ROI promises were needed to secure investment.How organisations can hedge their bets in a rapidly shifting AI landscape.What an “AI-ready culture” truly looks like and why it matters for long-term success.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 46, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Ming Tang, Chief Data & Analytics Officer & Chief Digital & Information Officer at NHS England where they discuss the the governments 10-year strategy for the future of healthcare and the role that data and digital will play, which includes; From pharmacist to Chief Data and Analytics Officer at NHS England.The reason for trialling a dual role of CDAO and CDIO leading both digital and data strategies across the NHS.How the government’s ten-year plan is driving a major shift in how digital and data support healthcare delivery.Why a single patient record is a cornerstone of the NHS’s strategy.What the future of healthcare may look like in ten years.How digital transformation is already improving patient outcomes.How patients engage with the NHS will change dramatically. The impact the strategy will have on Staff of the NHS. The data challenges associated with building a single patient record.Why AI is delivering real impact in areas like diagnostics, software development, and operational efficiency.Why Digital inclusion remains a key focus, with efforts to support both patients and staff across varying levels of digital confidence.The challenges of building digital and data literacy at scale across different audiences.Why patient-centred design, multidisciplinary collaboration, and reimagining workflows are critical to success.Moving from treatment to prevention is a top priority.Moving from siloed data to real-time, person-centred, interoperable data flows.How AI is supporting clinicians by tools such as ambient voice technology. How proposed legislation could support seamless data sharing across NHS, suppliers, and public services.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 45, of Season 5 of Driven by Data: The Podcast, Catherine King takes the hot-seat as she hosts a live panel discussion alongside, Pete Williams, Director of Data at Penguin Random House and Greg Freeman, CEO & Founder at Data Literacy Academy, where they discuss how to allow your organisation to climb the data & AI literacy ladder, which includes;Why Data & AI literacy isn't about technical skills or tools.How practical implementation and belief in the value of literacy are still recent developments.How there are no decisions in modern business that are free of data.Why people don’t use what they don’t trust and they don’t trust what they don’t understand.Why literacy must address taught fears and cultural resistance.Why companies are still falling into the trap of thinking tools and tech will drive transformation.Why Generative AI is proving to be a Trojan Horse and the opportunity it provides for enterprise impact. Why literacy efforts need to go beyond 'tick-box' training to personalised, job-relevant learning that connects directly to business outcomes.Why you should track productivity improvements, promotion rates, and qualitative feedback from learners.How to use behavioural metrics and ROI-linked business initiatives to measure literacy impact.How you can create effective feedback loops from the frontline that are essential for iteration and broader transformation.Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 44, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Nick Blewden, Director of Data at Co-Op where they explore how one of the UK’s most recognised brands is harnessing data not just to improve performance, but to deliver meaningful social impact. Nick shares how the Co-op’s member-owned model shapes its approach to loyalty, personalisation and ethics, why balancing commercial success with social good is central to its strategy, and how initiatives in data culture, literacy and governance are helping to build trust at every level of the business. The episode explores;Why consulting experience equips many data leaders for senior roles in industry.How the Co-op’s unique member-owned model drives its approach to data and decision-making.The importance of aligning commercial success with social good.How partnerships with universities have unlocked new insights into health, nutrition and deprivation.Why ethical guardrails and clear consent are critical to building trust in personalisation.How loyalty and membership schemes powered by data science deepen customer engagement.Growing membership from 4 million to nearly 7 million and he role that data played.How personalisation is used to encourage healthier lifestyle choices.Why balancing valuable personalisation with privacy concerns is one of retail’s biggest challenges.How the Co-op uses its member councils, youth councils and surveys to shape data-driven initiatives.The role of rapid delivery and quick commerce data in reshaping retail behaviour.How they equipped front-line staff with data products to transform decision-making.Why building data literacy depends on addressing both “will” and “skill” across teams.How embedding ethics and governance early safeguards impact and reputation.Why leadership engagement strengthens confidence and trust in data.How evolving operating models keep data teams aligned with fast-changing business needs.For more information on our upcoming Driven by Data LIVE event; https://orbitiongroup.com/driven-by-data-live/Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.

In Episode 43, of Season 5 of Driven by Data: The Podcast, Kyle Winterbottom was joined by Sarah Hardison. Product Director, Analytics Enablement at GSK where they discuss the results from a research project on the investment and value in Data and AI that was conducted to support an MBA Thesis in partnership with University of Cambridge, which includes;Why aligning data and AI initiatives with overarching business strategy is the most critical factor for success, with 80% of respondents citing it as essential to delivering value.How failing to measure value directly correlates with an inability to demonstrate impact. All organisations that had not shown value also reported not tracking any metrics.Why only 50% of surveyed organisations reported actively measuring the value of their data and AI initiatives, despite it being foundational to demonstrating return.How 65% of participants believed they had successfully demonstrated value. The remaining 35% had not, and all of those lacked measurement frameworks.Why cost reduction and revenue generation were reported as the primary ways value is defined, yet only a few sectors could clearly demonstrate revenue impact.Why metrics such as customer satisfaction and innovation are harder to quantify but still considered essential soft indicators of value.How the perceived value of data as an asset varies depending on business context and use case, making standard valuation challenging.Why telling success stories and communicating achievements across the business was identified as a critical enabler for cultural adoption and stakeholder engagement.How incremental delivery through proofs of concept helps secure long-term value and supports agile execution.Why business cases are more compelling when they include both financial metrics and alignment with strategic objectives.How the cultural orientation of a company, whether strategy-driven or metrics-driven, should guide how data leaders approach value articulation.How networking internally and understanding business pain points leads to more relevant and supported data solutions.Why data’s value is similar to that of brand equity, being intangible, influential, and entirely context specific.For more information on our upcoming Driven by Data LIVE event; https://orbitiongroup.com/driven-by-data-live/Thanks to our sponsor, Data Literacy Academy.Data Literacy Academy is leading the way in transforming enterprise workforces with data literacy across the organisation, through a combination of change management and education. In today's data-centric world, being data literate is no longer a luxury, it's a necessity.If you want successful data product adoption, and to keep driving innovation within your business, you need to start with data literacy first.At Data Literacy Academy, we don't just teach data skills. We empower individuals and teams to think critically, analyse effectively, and make decisions confidently based on data. We're bridging the gap between business and data teams, so they can all work towards aligned outcomes.From those taking their first steps in data literacy to seasoned experts looking to fine-tune their skills, our data experts provide tailored classes for every stage. But it's not just learning tracks that we offer. We embed a deep data culture shift through a transformative change management programme.We take a people-first approach, working closely with your executive team to win the hearts and minds. We know this will drive the company-wide impact that data teams want to achieve.Get in touch and find out how you can unlock the full potential of data in your organisation. Learn more at www.dl-academy.com.