Sedale is a director who specializes in digital analytics, listening and insights. At Purple, Sedale provides digital research strategy, analysis and reporting across issues, industries and organization. Prior to Purple, Sedale worked at the Glover Park Groups as a data analyst using cutting edge analytics and visualization tools to uncover key insights for clients. Beyond GPG, Sedale spent the majority of his career in global public relations and marketing agencies such as Edelman PR and Porter Novelli.  

Sedale graduated from the University of Virginia with a B.A. in Psychology and American University with an M.A. in Strategic Communications, where he now teaches Social Media Strategies and Tactics. 

 ”Every agency claims to have an integrated approach or bring together different methods to come up with an answer. Purple actually lives it. Purple is more than a political metaphor, it’s a way of being.”

“People often believe data is a universal truth. In fact, data is as biased and subjective as the individual collecting and analyzing it. It’s up to us as analysts to confirm suspicions, validate hypotheses and/or verify a conclusion. But analysis does not bring you to a universal truth. ”

“Doing the right thing is always the right thing. No matter how difficult, or the short-term implications, somehow, doing the right thing ends up being the best option.”