The Data Instincts Team is managed by Mark Millan and is made up of Data Instincts staff and several sub-contractors who have worked together for over a dozen years on public outreach assignments covering a variety of projects in water reuse, water conservation and water supply issues.
Mark Millan, Principal
Mark has over thirty-five years’ experience in marketing and public relations. He has been a Creative Director with advertising firms and a Senior Executive with publishing organizations in the San Francisco Bay Area. His skills and experience in public relations are extensive and include work in radio & TV production, copy writing, and publishing. Mark founded Data Instincts in 1998, and has since coordinated public outreach for dozens of recycled water projects throughout the western United States and has advised on reuse internationally, both non-potable and potable. Mark co-authored the Water Research Foundation’s Developing Model Communication Plans for Advancing Awareness and Fostering Acceptance of Direct Potable Reuse. And was a contributing writer to the World Health Organization’s Guidelines for Potable Reuse published in 2017.
From 2004 to 2011, he served as Chair of the national WateReuse Association’s Public Education and Outreach Committee. Mark also served on the council for the Town of Windsor and was Mayor in 2016. In 2018, Mark was awarded Infrastructure Elected Official Champion of the Year by the American Council of Engineering Companies (ACEC)-CA North Coast Chapter.
Mike Savage, Associate
Mike is a senior water resources planner with 44 years of experience. He has been engaged in recycled water studies and analysis for the Bay Area for over 38 of those years starting with the original San Francisco Bay Area Regional Water Reuse Study in 1979 and through regional Title XVI studies that included BARWRP in the 1990’s and the ongoing North Bay Water Reuse Program since 2003. He is familiar with numerous WaterSMART funding opportunities, including construction funding for congressionally authorized Title XVI projects, funding of Feasibility Studies, the Basin Studies Program, and the Drought Contingency Program. Mike offers a broad perspective to each project that enables him to examine options clearly, use available resources, and evaluate each potential solution to meet overall water agency goals. He is comfortable and accomplished working closely with Boards of Directors and City Councils to face tough water issues using a range of decision making tools.
Malcolm Smith, Associate
Malcolm’s wide experience in communications, public and media relations, and writing includes over 25 years in local government, as well as private-sector public relations account management. He offers a deep, strategic skill set, having handled all aspects of communications planning and implementation for a diverse range of projects ranging from water conservation and reuse, recycled water, and transportation, to local polystyrene container and plastic bag ordinances, construction, and parks/open space. Malcolm holds a BS in Business Administration/Marketing from San Jose State University, and has a certificate in “Crisis Communications and the Media” through the California Standardized Training Institute (CSTI).
Bill Bailey, Associate
Bill Bailey comes to Data Instincts with a background in customer service. He has over 36 years in the grocery business. Bill has been working with the public on projects with the City’s of Santa Rosa Stony Point Road improvements and in Rohnert Park, improvements to Rohnert Park Expressway and infrastructure related to the Brookfield housing developments.
Keith Smith, Webmaster
Keith is in charge of Website design, for DataInstincts.com. Making sure the user has a visually pleasing and easy to navigate site, along with convenient access to information is his paramount goal. He has been developing online content since 1995, and has over 30 years of experience in computer-generated graphics, as Principle of GraphicSmith LLC. Keith is a graduate of the University of Arizona, holding a Bachelor of Science Degree in Business Administration.
Alicia Deguchi, Graphic Design/Copy Writing
Alicia is a graphic design and marketing professional. Her background includes work with a variety of companies, ranging from non-profit organizations to high technology firms. She is experienced in bringing together targeted design and graphic elements, in conjunction with well-written copy. She has been working with Data Instincts for over 10 years. Alicia holds a Bachelor’s Degree from San Jose State University in Advertising and Graphic Design.
Data Instincts also utilizes the unique design talents of Melanie Rosales Design and Precision Design. Their contributions toward designing public information messages regarding recycled water use and water conservation have been invaluable.