Turning data into desirability: Automotive insights with Nick Ratcliffe

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

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