More than Numbers
More than Numbers LIVE - a show for current and future data leaders, analysts, and technicians. Join Ollie Hughes (Co-Founder & CEO at Count, the canvas-based BI tool) as he interviews some of the best minds in data and analytics about making the transition from support function to becoming engines of growth and an invaluable asset to the business they operate in.
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012: Embedded, Centralized or Hybrid: Structuring Your Data Team to Be Incredibly Effective w/ Lydia Monnington
05/13/2025
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 🗞️ Subscribe to 🔗 Learn more about 🚀 Connect with 🎙️ Subscribe to More than Numbers Live: | | |
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011: The Power of Metric Trees: How Omaze Mapped its Way to Business Clarity w/ Callum Ballard
05/06/2025
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 🔗 Learn more about 😍 See Count’s 🔥 Build your own with a 🚀 Connect with 🎙️
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010: Insights with Impact: How Podimo's Analytics Team Solve Big Business Problems w/ Jimmy Mogrip of Podimo
04/29/2025
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 🔗 Learn more about 🚀 Connect with 🎙️
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009: Break Free of the Service Trap: The 4 Keys to Being a Valuable, Effective Data Team w/ Ollie Hughes
04/22/2025
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 😍 See Count’s 🔥 Build your own with a 🚀 Connect with 🎙️ Subscribe to
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008: What Most Data Leaders Get Wrong: Lessons from a Top Data Coach w/ Tristan Burns
04/15/2025
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 👋 Find Tristan’s coaching and consulting at 🔗 Check out Tristan’s 🔗 Learn how to create a data-centric culture with Tristan’s 🚀 Connect with 🎙️ Subscribe to
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007: Metrics Not Dashboards: How Voi Mastered Self-Serve Analytics w/ Magnus Dahlbäck
04/01/2025
007: Metrics Not Dashboards: How Voi Mastered Self-Serve Analytics w/ Magnus Dahlbäck
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: Why self-serve analytics is about more than just dashboards and how Voi built a single, well-governed metric catalog instead Voi’s approach to reducing reliance on dashboards and enhancing problem-solving abilities within the data team 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! What you'll learn [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. Downloads & links 👋 Connect with Magnus Dahlbäck 🔗 Learn more about 🚖 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 🚀 Connect with 🎙️ Subscribe to
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006: Know Your ROI: A Proven Process to Measure the Impact of Your Data Team w/ Lina Mikolajczyk of Bumble
03/25/2025
006: Know Your ROI: A Proven Process to Measure the Impact of Your Data Team w/ Lina Mikolajczyk of Bumble
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: The 90-day plan every new data leader should follow to assess impact and set priorities How to create a data maturity survey for candid stakeholder feedback 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! What you'll learn [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. Downloads & links 🔥 Head to for Lina's Stakeholder Survey Template 👋 Connect with Lina on 🔗 Check out 's website 🚀 Connect with 🎙️ Subscribe to
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005: Decisions Over Dashboards: How Deezer Turns Analysts into the Ultimate Problem Solvers w/ Thibaud Arbes Dupuy of Deezer
03/18/2025
005: Decisions Over Dashboards: How Deezer Turns Analysts into the Ultimate Problem Solvers w/ Thibaud Arbes Dupuy of Deezer
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: How to reposition data teams as problem-solving engines, not just analytics support Why operational clarity is the most underrated superpower of data teams 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! What you'll learn [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. Downloads & links 👋 Connect with Thibaud on 🔗 Learn more about 🚀 Connect with 🎙️ Subscribe to
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004: What Data Teams Can Learn from Finance: Monzo’s Secrets to Data Accuracy w/ Phillip van Blerk of Monzo
03/11/2025
004: What Data Teams Can Learn from Finance: Monzo’s Secrets to Data Accuracy w/ Phillip van Blerk of Monzo
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: Monzo's internal data operations, including the development of in-house tools like Firehose. The importance of subject matter expertise in uncovering the truth behind data. 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! What you'll learn [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. Downloads & links 👋 Connect with Phillip on 🔗 Check out 🚀 Connect with 🎙️ Subscribe to
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003: She Trained 20,000 Data Analysts: Here's What They Got Wrong w/ Mico Yuk of Analytics on Fire
03/04/2025
003: She Trained 20,000 Data Analysts: Here's What They Got Wrong w/ Mico Yuk of Analytics on Fire
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: The three biggest mistakes data analysts make Why data storytelling and empathy are the real superpowers of modern analysts especially in the age of AI. 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! What you'll learn [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. Downloads & links 👋 Connect with Mico on 🎙️ Listen to the 🔗 Grab all mentioned downloads and links via the 🚀 Connect with 🚀 Learn more about the 🎙️ Subscribe to
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002: Data as a Growth Engine: Inside Cleo’s Winning Playbook w/ Conor O'Kane of Cleo
02/25/2025
002: Data as a Growth Engine: Inside Cleo’s Winning Playbook w/ Conor O'Kane of Cleo
Speed is everything when it comes to data; and Cleo, an AI-powered money assistant, has mastered the art of fast, data-driven decision-making. And it's a crucial reason behind them being one of the UK's fastest-growing startups. In this episode of More than Numbers Live, we sit down with Conor O’Kane, Head of Analytics at Cleo, to unpack how data isn’t just a support function but a core driver of Cleo's explosive growth. From starting with a small analytics team to scaling a 35-person analytics division within a 300-person company, Conor shares how embedding analysts into product teams fosters: Strategic thinking; Rapid iteration, and High-impact decision-making He also reveals why Cleo prioritizes speed at every level—from tool selection to team structure, and shares their publicly available skills framework, which is a must-read for anyone in data. Want to learn how to build a high-impact analytics team, leverage data for real business impact, and accelerate decision-making in your own organization? This episode is packed with actionable insights to help you do just that! Tune in to hear how Cleo's approach to analytics can transform the way you think about data-driven growth. What you'll learn [01:22] Conor's first BI tool experience and reflections on how analytics has evolved. [04:30] Cleo's data team structure: 60 data professionals in a 300-person company. [06:32] Ways that Cleo has optimized for speed in its modern data stack. [09:52] Reasons that Cleo avoids adding unnecessary data tools to maintain agility. [11:17] The power of embedding analysts into product teams for strategic impact. [14:48] How Cleo's publicly available skills framework elevates analytics as a career path. [18:05] Shaping strategy, not just reporting on data: what makes Cleo's analysts different. [21:58] Choosing a company that fuels your growth (and other data career advice). [25:54] Insight into Conor's goal-setting and accountability approach. Downloads & links 👋 Connect with Conor on 🔗 Learn more about Conor's company: 🔗 Check out Cleo's must-read 🚀 Connect with 🎙️
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001: AI Isn’t Enough: Why Governance Still Matters w/ David Jayatillake, VP of AI at Cube
02/04/2025
001: AI Isn’t Enough: Why Governance Still Matters w/ David Jayatillake, VP of AI at Cube
Data teams have the power to drive business growth, but only when they have the right tools, strategies, and data to turn insights into action. In this debut episode of More Than Numbers Live, we discuss how AI and semantic layers can transform data teams with David Jayatillake, VP of AI at Cube. Tuning in, you'll learn about the four tenets of driving business value through data teams: Operational clarity Problem-solving Decision efficiency Impact measurement We also dive into practical applications of AI in data workflows and explore the steps for accelerating access to data insights, automating root cause analysis, and enhancing collaboration between engineers and business teams. David is a seasoned data leader with extensive expertise in credit, payments, and revenue management. As a two-time founder, investor, and AI enthusiast, David is passionate about finding innovative ways to leverage data for growth and competitive advantage. Tune in now for insights into the risks of poorly implemented AI tools, actionable strategies for effectively integrating AI into data workflows, why storytelling is a vital skill, and more! Brilliant data bits [Adoption of AI] is always a GTM [Go-To-Market] problem. It is not usually a product problem ~ David Jayatillake [0:19:12] I believe [that] AI can be very helpful in many different settings and not just for analytical ~ David Jayatillake [0:11:50] What you'll learn [01:01] Hear about David's early experiences with Business Intelligence (BI) tools. [02:39] Learn about Cube’s internal data stack and how its semantic layer is structured. [05:30] Discover the benefits of a semantic layer and how it improves data governance. [06:39] Find out about Cube's shift to using SQLMesh and its impact on data modeling. [10:20] Unlock a proven framework to help data teams drive value. [11:45] Explore how AI is enhancing workflows and improving operational clarity. [14:23] What impact AI has on problem-solving, speed, and root-cause analysis. [17:28] Insights into the gaps and limitations of AI and what to expect in the future. [19:37] Examine how AI will benefit data development and engineering tasks. [20:35] Unpack the risks and dangers of poorly designed and implemented AI tools. [23:38] Get tips for managing expectations when leaders push for AI dashboards. [25:41] Why David thinks sales and storytelling skills are essential for a successful career. Downloads & links 👋 Connect with David: | | 🔗 Check out David's company: 🚀 Connect with 🎙️
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