Callum Ballard, Analytics Director at Omaze, shares insights on leveraging metric trees to enhance business clarity in a charity prize draw organization. He discusses the pitfalls of traditional dashboards that lead to metric overload and emphasizes a mathematical approach to metrics for better decision-making. Callum explains how to build your first metric tree, proving its value to stakeholders, and reveals how this visualization technique can uncover hidden opportunities and streamline team focus on vital KPIs.
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Omaze Charity Prize Draw Model
Omaze is a charity prize draw company offering multimillion-pound houses as prizes while raising millions for UK charities.
They've raised over £80 million for charities like Age UK and Alzheimer's Research and aim to surpass £100 million soon.
insights INSIGHT
Operational Clarity Reveals High-Impact Metrics
Operational clarity means understanding how different business metrics interrelate mathematically to explain top-line results.
This clarity helps prioritize efforts on high-impact metrics rather than getting distracted by low-level KPIs with less influence.
volunteer_activism ADVICE
Start Small to Win Buy-In
To convince a business to adopt metric trees, start by creating a simple version showing key metrics and their connections.
Demonstrate its value by pinpointing root causes and uncovering improvement areas to gain stakeholder buy-in.
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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.
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.
More than Numbers 