More than Numbers

As a data leader, one of your most crucial decisions is how to structure your team. Should you centralize for consistency, embed for domain expertise, or find a middle ground?

In this episode of More than Numbers Live, Ollie Hughes sits down with Lydia Monnington, Data Science Lead at Google DeepMind, to explore this perennial challenge facing data organizations of all sizes.

With experience leading data teams at Meta, Ocado, Stuart, and now Google DeepMind, Lydia brings practical insights on what works (and what doesn't) when organizing data professionals. She breaks down the evolution of data team structures and provides actionable advice on making the most of your talent—regardless of your current setup.

In our conversation, Lydia shares:

• The natural evolution from centralized to embedded teams and the pitfalls to avoid in each model
• Why a matrix/hybrid model often delivers the best results and how to successfully implement it
• Practical approaches to managing specialized roles like data engineers, analysts and scientists
• The critical importance of establishing strong relationships between your data team and business stakeholders

Whether you're managing a small centralized team, leading embedded analysts, or navigating the complexities of a hybrid structure, this episode offers valuable frameworks to make your data organization more effective.

• [01:10] Lydia's journey from financial modeling at Citigroup to data science at Google DeepMind.
• [03:45] Inside DeepMind's data challenges: from fusion to forecasting typhoons.
• [05:29] How a 15-person central team supports DeepMind's data-intensive organization.
• [07:32] Common misconceptions about "perfect" data in big tech companies.
• [10:56] The evolution of data team structures: from centralized beginnings to embedded specialists.
• [12:08] Why centralized teams often become bureaucratic "data factories" as organizations scale.
• [15:00] The potential pitfalls of fully embedded teams: inconsistent tooling and duplicated work.
• [18:30] Matrix/hybrid structures: getting the best of both worlds with the right relationships.
• [22:20] Practical steps to move toward a hybrid model from either extreme.
• [25:40] How to approach structuring specialized roles like data engineers vs. analysts.
• [29:24] Lydia's career-defining advice: focus on outcomes and the "why" behind your analysis.

👋 Connect with Lydia on LinkedIn

🗞️ Subscribe to Lydia's newsletter

🔗 Learn more about Google DeepMind

🚀 Connect with Ollie Hughes

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Is your business drowning in dashboards but still lacking clear insight? The solution might not be more reports, but a better way to organize what you already know.

In this episode of More than Numbers Live, Ollie Hughes sits down with Callum Ballard, Analytics Director at Omaze, to discuss how metric trees can transform business clarity and decision-making.

Omaze, the UK-based charity prize draw platform that offers multimillion-pound houses as prizes while raising millions for charity, has mastered operational clarity through a mathematical approach to metrics. Callum shares how his team built a comprehensive metric map that allows the entire organization to understand how different KPIs connect to drive top-line results.

In our conversation, Callum breaks down:

• Why traditional dashboard approaches often lead to metric overload and misplaced priorities
• How a mathematical breakdown of metrics creates a common language everyone can understand
• The process of building your first metric tree and proving its value to stakeholders

Discover how this powerful visualization technique can cut through the noise, reveal hidden opportunities, and ensure your team focuses on the metrics that truly matter.

• [00:01:38] Inside Omaze's mission to make dreams come true while raising millions for charity.
• [00:04:11] Omaze's modern data stack: Snowflake, Tran, dbt, Count, and ThoughtSpot in action.
• [00:05:41] How Count and ThoughtSpot complement each other for different analytical needs.
• [00:09:57] The pain of operational confusion: metrics without context create noise.
• [00:12:00] Convincing the business to embrace structured metrics through real examples.
• [00:15:12] Why teams get fixated on low-impact KPIs without proper context.
• [00:17:48] Translating improvements in any metric to top-line impact for better prioritization.
• [00:19:23] Starting small: how to apply the metric tree approach at different business levels.
• [00:21:23] First steps to create your own metric tree using metrics you already have.
• [00:24:01] How mathematical breakdowns can surface KPIs you never thought to track.
• [00:29:09] Using statistics as a foundation for navigating AI hype and delivering real value.
• [00:31:00] Leveraging metric trees for structured brainstorming and identifying high-impact ideas.

👋 Connect with Callum on LinkedIn

🔗 Learn more about Omaze

😍 See Count’s metric tree example

🔥 Build your own with a free Count account

🚀 Connect with Ollie Hughes

🎙️ Subscribe to More than Numbers Live

The best data teams don't just provide reports—they uncover insights that drive real business value. But how do you transition from being a dashboard factory to becoming a strategic problem-solving engine?

In this episode of More than Numbers Live, we dig into the answer. Ollie Hughes sits down with Jimmy Mogrip, Global Director of Insights and Analytics at Podimo, to discuss how his team focuses exclusively on generating actionable insights that move the business forward.

In our conversation, Jimmy breaks down:

• Why Podimo separated its data functions into three specialized teams: AI, Business Intelligence, and Insights & Analytics
• How his insights and analytics team is able to focus solely on solving high-value business problems
• The workflow for identifying opportunities and turning data explorations into actionable recommendations
• Why soft skills like problem translation and data storytelling are more valuable than technical abilities when hiring for insights roles

Want to learn how Jimmy’s team at Podimo have mastered the art and science of data-backed problem solving? Don't miss this episode!

What you'll learn

• [01:04] Jimmy's unexpected journey from behavioral science and communications into data analytics
• [05:01] Inside Podimo's Google-heavy data stack: BigQuery, Looker, dbt, Python and R
• [06:48] How Podimo structures its 20+ person data team across three specialized functions
• [09:11] The origin story of the dedicated Insights & Analytics team and its focus on recommendations
• [11:23] Finding the balance between exploratory analysis and delivering actionable insights
• [16:09] Building trust through embedded analysts and early stakeholder collaboration
• [19:26] Creating metric trees that connect squad-level work to company-wide business objectives
• [22:10] The critical soft skills Jimmy looks for when hiring analytical problem-solvers
• [24:18] Career advice: "A great data scientist never says 'Aha, I found it!' He always says 'Hmm, that's odd.'"

Downloads & links

🚀 Connect with Jimmy Mogrip

🔗 Learn more about Podimo

🚀 Connect with Ollie Hughes

🎙️ Subscribe to More than Numbers Live

Data teams are at a pivotal moment. With zero-interest rates gone and AI transforming the landscape, there's mounting pressure to prove ROI and deliver real business value.

Yet many teams remain stuck in the "service trap"—churning out dashboards rather than driving strategic impact.

In this special episode of More than Numbers Live, the tables are turned as Analytics on Fire podcast host Mico Yuk interviews our regular host, Ollie Hughes, about the four critical tenets that transform data teams from support functions into engines of growth.

Ollie breaks down his four tenets framework for high-impact data teams, developed from hundreds of conversations with leading data practitioners. He reveals the four service traps that keep teams stuck in low-value work and the corresponding tenets that can transform them into business-critical partners.

This episode is a masterclass for data leaders looking to elevate their teams beyond the dashboard factory and become true drivers of business improvement.

• [02:07] Ollie's first BI tools and how his experience with Power BI's limitations sparked the idea for Count.
• [05:28] Why data teams face a critical moment: proving ROI while avoiding replacement by AI.
• [10:25] The four service traps that keep data teams stuck in low-value work.
• [17:16] How to diagnose if you're caught in a service trap - Ollie's "asset test" for data teams.
• [22:38] The four tenets of high-impact data teams and how they address each service trap.
• [31:05] How operational clarity creates a virtuous cycle that transforms the quality of requests data teams receive.
• [39:20] Resources for implementing these tenets in your organization and joining the movement.

🔗 Access the 4-tenets report

😍 See Count’s metric tree example

🔥 Build your own with a free Count account

🚀 Connect with Ollie Hughes

🎙️ Subscribe to More than Numbers

What causes most data leaders to fail? And how would one of the top coaches around go about putting these things right?

That’s exactly what we address in this episode of More than Numbers Live as Ollie Hughes sits down with top data leadership coach, Tristan Burns. They’ll discuss the most common data leader challenges Tristan sees among his clients—and how to go about solving them.

Drawing on his years in banking, startups, and scale-ups, Tristan unpacks the structural challenges facing modern data teams, from unclear roles to a lack of strategic visibility, and why business acumen, not just technical skills, is the new superpower for data leaders.

In our conversation, Tristan breaks down:

1. Why understanding company strategy is non-negotiable for data leaders 2. How becoming more business-minded empowers data specialists 3. What shadow data teams reveal about unmet demand, and why they need to be unified, not siloed off If you’re a data leader looking to make a bigger impact, then this episode is for you. Tune in for insights to help you align your team with your company’s strategy and drive real business value!

• [01:32] The tool that made Tristan realise data was the industry he wanted to be in.
• [04:02] Specific problems that he has repeatedly seen among data teams and leaders.
• [06:27] Ollie’s approach for helping data leaders move out of being a support function.
• [08:58] Why it’s essential to have a strategic vision for data teams in an organisation.
• [10:00] Solving the lack of clarity around the role of data teams in the industry.
• [11:03] Contextualising data’s relatively short legacy compared to other departments.
• [13:58] The pros and cons of shadow data teams and why they are so common.
• [17:36] How Tristan coaches data leaders on overcoming industry challenges.
• [18:28] Why every data leader need to understand their organisation’s strategy.
• [21:36] Observations on how data leaders feel about AI in the short and long term.
• [23:15] Advice to those starting their data career: avoid corporates.
• [24:21] Tristan answers our anonymous data leadership question!

👋 Connect with Tristan on LinkedIn

👋 Find Tristan’s coaching and consulting at Tris J Burns

🔗 Check out Tristan’s Blog

🔗 Learn how to create a data-centric culture with Tristan’s Data Leadership Playbook

🚀 Connect with Ollie Hughes

🎙️ Subscribe to More than Numbers

How do you get your stakeholders involved in data without endless tasks and dashboard overload? Answer: A well-governed, easily accessible metric catalog.

In this episode of More than Numbers Live, Ollie Hughes sits down with Magnus Dahlbäck, Senior Director of Data and Platform at Voi, to discuss why his team prioritizes metrics over dashboard building—and how this has transformed the way data is used across the organization.

Voi is one of Europe’s leading micro-mobility companies and has already removed over 40 million car trips from the road. Magnus brings a background in IT consulting and a deep passion for data, which he’s leveraged to lead Voi’s shift from dashboards to a metrics-first approach.

In our conversation, Magnus breaks down:

1. Why self-serve analytics is about more than just dashboards and how Voi built a single, well-governed metric catalog instead
2. Voi’s approach to reducing reliance on dashboards and enhancing problem-solving abilities within the data team
3. How transitioning from data analysts to embedded problem-solvers has increased business impact

Don't miss this conversation with another exceptional data leader. Listen now!

• [01:16] Magnus’ first BI tool and how ClickView sparked his love for data.
• [02:22] Voi’s data stack and why they chose to work with Nordic startups.
• [04:54] Insight into Voi’s data team and how it is structured across the company.
• [07:08] A focus on metrics rather than dashboards and Voi’s single metric catalog.
• [10:44] How Voi defines key performance metrics and the idea of metric ownership.
• [12:52] Benefits of moving away from dashboards and the shift to proactive collaboration.
• [17:46] Why Voi embraces the full-stack analyst model and how it finds the right talent.
• [19:56] Advice for aspiring analysts and the power of embedded, metrics-driven data.
• [23:55] Final takeaways and what Voi’s data team has planned for the future.

👋 Connect with Magnus Dahlbäck LinkedIn

🔗 Learn more about Voi

🚖 Claim your free ride – Use promo code “MTNVOI” for 50 minutes of free travel in the Voi app!

📖 Don’t forget to check out the The Trusted Advisor

🚀 Connect with Ollie Hughes

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The age-old question among data leaders: How do you prove to the rest of the company that your team is driving real business value?

In this episode of More than Numbers Live, Ollie Hughes sits down with Lina Mikolajczyk, Director of Data and Advanced Analytics at Bumble, to tackle this biggest of challenges head-on.

Lina shares her proven strategies for transforming data teams into business-critical growth drivers. From navigating tech stack upgrades to embedding a culture of data-driven decision-making, she provides listeners with a blueprint for success.

With experience leading data teams across industries, Lina knows how daunting it is to prove impact in a new role. She offers practical insights into building credibility, measuring success, and positioning data teams as strategic partners—not just report generators. In this conversation, she breaks down:

1. The 90-day plan every new data leader should follow to assess impact and set priorities
2. How to create a data maturity survey for candid stakeholder feedback
3. Why overcommunication is the secret to managing leadership expectations effectively

Tune in to learn how to prove your data team’s impact, drive business value, and gain leadership buy-in!

• [01:05] Lina’s first BI tool and why she fell in love with Google Analytics.
• [03:00] Inside Bumble’s data team structure and tech stack evolution.
• [05:19] The cultural shift required for quicker data-driven decision-making.
• [07:43] A 90-day plan for new data leaders: build relationships, assess strengths, and set a strategy.
• [13:10] How to create a data maturity survey for candid stakeholder feedback.
• [17:23] Using survey insights to shape OKRs and track data team impact.
• [20:34] Why qualitative feedback matters as much as hard metrics.
• [21:09] Managing leadership expectations through overcommunication.
• [23:01] Lina's advice to her younger self: don’t pigeonhole yourself early!
• [25:16] The top soft skills data teams need to develop.

🔥 Head to show notes for Lina's Stakeholder Survey Template

👋 Connect with Lina on LinkedIn

🔗 Check out Bumble's website

🚀 Connect with Ollie Hughes

🎙️ Subscribe to More than Numbers

The best data teams aren't dashboard factories, they're problem solvers. Key value drivers for the organization as a whole. But how do you get there among the sea of stakeholder questions and requests?

In this episode of More than Numbers Live, host Ollie Hughes sits down with Thibaud Arbes Dupuy, VP of Business Performance at Deezer, to discuss how data teams can shift from being passive report generators to proactive problem solvers.

Thibaud shares his journey from banking and M&A into data leadership and breaks down the mindset and strategies his team uses to drive business performance.

He discusses:

1. How to reposition data teams as problem-solving engines, not just analytics support
2. Why operational clarity is the most underrated superpower of data teams
3. The hiring approach that has helped Deezer build a high-impact analytics team

Tune in today to learn how to move beyond dashboards and make data a key driver of business decisions!

• [01:14] Thibaud’s favorite BI tools and why he believes Excel still reigns supreme.
• [02:12] The story of his unexpected path into data and how strategy meets execution.
• [05:52] Inside Deezer’s data stack: speed, accessibility, and executive-friendly reporting
• [07:17] Why Thibaud isn’t “Head of Data” and how positioning under the Chief Revenue Officer changes everything.
• [11:23] Focus is everything: the number one way to ensure data teams drive real value.
• [15:57] The keys to becoming a problem-solving team, start with earning trust.
• [17:58] Deezer’s hiring secret: why they only hire junior talent and train them in-house.
• [21:02] Practical steps to stop being a dashboard factory: speak the language of business.
• [22:46] Reasons that data teams win big when they bring clarity, focus, and an opinion.

👋 Connect with Thibaud on LinkedIn

🔗 Learn more about Deezer

🚀 Connect with Ollie Hughes

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Monzo is a powerhouse in the UK "modern banking" space, taking on the High Street incumbents to grow to 11 million customers. But what can data teams learn from a leader in the FinTech arena?

Turns out, a lot.

In this episode of More than Numbers Live, we sit down with Phillip van Blerk, Director of Finance Data at Monzo, the UK’s largest digital bank.

Phillip reveals how he’s taken learnings from the finance world to help his team at Monzo maintain top-tier data accuracy and make faster decisions.

He discusses:

1. Monzo's internal data operations, including the development of in-house tools like Firehose.
2. The importance of subject matter expertise in uncovering the truth behind data.
3. Strategies for fostering a data-first culture, treating every team member as a data practitioner.

Want to know how Monzo gets data right and what your team can learn from their approach?

Tune in to hear Phillip share actionable strategies for integrating data fluency into every level of your team and learn how to leverage data for organizational success!

• [01:04] Phillip’s first BI tool at university and its capabilities.
• [02:04] Monzo Bank’s data structure: key tools, including those developed internally.
• [04:03] Central responsibilities of Phillip’s team within finance.
• [05:07] An overview of the key tenants of data value: operational clarity and problem-solving.
• [06:01] How data teams form the glue of an organization by creating a common language.
• [08:31] Navigating the concept of objective truth within an organization.
• [11:12] How finance teams approach standardization of definitions.
• [14:30] Insights into the role of data teams in finance institutions.
• [16:24] The advantages of being a subject matter expert in the data you are working with.
• [18:42] Phillip’s advice to those early in their data careers.
• [20:42] Anonymous data letters posting questions to Phillip and his informative answers.

👋 Connect with Phillip on LinkedIn

🔗 Check out Monzo Bank

🚀 Connect with Ollie Hughes

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Have you ever wondered why so many data analysts struggle to make an impact despite their technical skills? If you’ve ever felt like your dashboards are more noise than insight or questioned how to elevate your career in data, this episode is for you.

In this episode of More than Numbers Live, Ollie Hughes sits down with data storytelling expert and co-founder of the Analytics on Fire Podcast and Data Storytelling Academy, Mico Yuk, who has trained over 20,000 data analysts. Mico breaks down:

1. The three biggest mistakes data analysts make
2. Why data storytelling and empathy are the real superpowers of modern analysts especially in the age of AI.
3. How applying “TLC - tenderness, listening, and clarity” is the key to success

Mico shares hard-won insights on how data analysts can shift from chart monkeys to strategic thinkers. Tune in to learn how to break the cycle of ad-hoc analytics and truly drive value in your organization!

• [00:53] Mico’s first BI tool and the most common data tools analysts use today.
• [02:53] The "epidemic" of bad analytics: asking the wrong questions, getting lost in the tools, and failing to think critically.
• [06:27] Top 3 Reasons that data storytelling and mindset matter more than visualization.
• [07:55] How critical thinking, not dashboards, sets top data analysts apart in the AI era.
• [11:04] Why modern data analytics should focus on workflow, not just data presentation.
• [12:46] How to fix broken analytics: when to iterate versus when to start from scratch.
• [14:54] The importance of enhancing human-to-human interaction to generate value.
• [18:06] Why accepting that hospitality, sales skills, and other keys to a successful data career.
• [19:39] What TLC means in data analytics - tenderness, listening, and clarity and why it’s important.
• [19:55] Career advice for data analysts moving on how to move forward in their careers.

👋 Connect with Mico on LinkedIn

🎙️ Listen to the Analytics on Fire Podcast

🔗 Grab all mentioned downloads and links via the show notes page

🚀 Connect with Ollie Hughes

🚀 Learn more about the Count Canvas

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