Head of Digital Media at Newcastle University, Matt Horne joins Tom Ollerton to talk creativity, data-driven marketing… and why his skateboard is a better teacher than most dashboards.

In this episode:

• Why marketing mix modelling and data warehouses help, but aren't 100% precise

• Reporting that lands: tailor the numbers to finance, tech, or the C-suite

• Privacy, under-18 targeting, and the reality of higher-ed marketing

• Hustle early, balance later: a career path from radio ads to paid and organic

• "Rate My Skate": learning in public, experimentation, and finding flow.

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Listen, learn, and maybe pick up a board.

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