More than Numbers

012: Embedded, Centralized or Hybrid: Structuring Your Data Team to Be Incredibly Effective w/ Lydia Monnington

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. What you'll learn * [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. Downloads & links 👋 Connect with Lydia on LinkedIn [https://www.linkedin.com/in/lydiamonnington/] 🗞️ Subscribe to Lydia's newsletter [https://datadeciphered.substack.com/] 🔗 Learn more about Google DeepMind [https://deepmind.google/] 🚀 Connect with Ollie Hughes [https://www.linkedin.com/in/hughesoliver/] 🎙️ Subscribe to More than Numbers Live: Spotify [https://open.spotify.com/show/4GDw6ZF9etC4cTrp5KAlYj] | Apple Podcasts [https://podcasts.apple.com/us/podcast/more-than-numbers/id1792496433] | YouTube [https://www.youtube.com/@counthq] | YouTube Music [https://music.youtube.com/playlist?list=PL-FKYxEQMLPX-SioWI5iARbVEFMGhGOTB]

011: The Power of Metric Trees: How Omaze Mapped its Way to Business Clarity w/ Callum Ballard

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. What you'll learn * [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. Downloads & links 👋 Connect with Callum on LinkedIn [https://www.linkedin.com/in/callum-ballard/] 🔗 Learn more about Omaze [https://omaze.co.uk/] 😍 See Count’s metric tree example [https://count.co/gallery/metric-tree] 🔥 Build your own with a free Count account [https://count.co/sign-up] 🚀 Connect with Ollie Hughes [https://www.linkedin.com/in/hughesoliver/] 🎙️ Subscribe to More than Numbers Live [https://count.co/mtn]

010: Insights with Impact: How Podimo's Analytics Team Solve Big Business Problems w/ Jimmy Mogrip of Podimo

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 [https://www.linkedin.com/in/jimmy-mogrip-474a978/?originalSubdomain=dk] 🔗 Learn more about Podimo [https://podimo.com/] 🚀 Connect with Ollie Hughes [https://www.linkedin.com/in/hughesoliver/] 🎙️ Subscribe to More than Numbers Live [https://count.co/mtn]

009: Break Free of the Service Trap: The 4 Keys to Being a Valuable, Effective Data Team w/ Ollie Hughes

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. What you'll learn * [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. Downloads & links 🔗 Access the 4-tenets report [https://count.co/report/oZWFMIK4OVl?frame=k8IguFHtC0V] 😍 See Count’s metric tree example [https://count.co/gallery/metric-tree] 🔥 Build your own with a free Count account [https://count.co/] 🚀 Connect with Ollie Hughes [https://www.linkedin.com/in/hughesoliver/] 🎙️ Subscribe to More than Numbers [https://count.co/mtn]

008: What Most Data Leaders Get Wrong: Lessons from a Top Data Coach w/ Tristan Burns

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! What you'll learn * [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! Downloads & links 👋 Connect with Tristan on LinkedIn [https://www.linkedin.com/in/tristanjburns/] 👋 Find Tristan’s coaching and consulting at Tris J Burns [https://www.trisjburns.com/] 🔗 Check out Tristan’s Blog [https://trisjburns.beehiiv.com/] 🔗 Learn how to create a data-centric culture with Tristan’s Data Leadership Playbook [https://www.trisjburns.com/data-leadership-strategies-for-creating-a-data-centric-culture-in-your-organisation] 🚀 Connect with Ollie Hughes [https://www.linkedin.com/in/hughesoliver/] 🎙️ Subscribe to More than Numbers [https://count.co/mtn]