Our guest is Matt Locke, whose previous Unofficial Partner appearance remains one of our most popular ever episodes. Matt is the co-founder of Storythings, a consultancy specialising in the understanding of audiences and the entertainment formats that attract them across a variety of spheres from entertainment to cause marketing and the public sector. Clients include the BBC, PBS and the Bill & Melinda Gates Foundation. Before founding Storythings in 2011 Matt worked for over a decade in senior digital roles at Channel 4 and the BBC, including as Head of Innovation at BBC and Head of Multiplatform at Channel 4. He also started the Public Media Stack project, and is writing a book about the history of attention metrics, part of which is the focus of today’s conversation. 

Matt thinks we need a different way of thinking about personal data, starting with the metaphors we use to describe it. 

As ever with Matt, that’s just a way in to a rabbit hole of a conversation that questions much of how we think about fans, digital platforms and the purpose of a football club.

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