007: Metrics Not Dashboards: How Voi Mastered Self-Serve Analytics w/ Magnus Dahlbäck

Apr 1, 2025

Magnus Dahlbäck, Senior Director of Data and Platform at Voi, shares insights from his work at one of Europe’s leading micro-mobility companies. He discusses the importance of a well-governed metric catalog over traditional dashboards, enhancing data accessibility. Magnus explains how Voi's shift to a metrics-first approach has empowered teams and increased business impact. He also touches on Voi’s innovative data stack and the transformation of data teams into proactive problem-solvers, fostering collaboration and strategic insights within the organization.

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ANECDOTE

Analysts Embedded in Business Teams

Voi's data analysts embed directly within business and product teams daily.
This embedding fosters close collaboration with engineers, designers, and PMs, enhancing domain knowledge.

INSIGHT

Metrics as Business Language

Voi prioritizes metrics over dashboards to avoid contradictory data and dashboard chaos.
A single, well-governed metric catalog establishes a unified business language throughout the company.

ADVICE

Clear Metric Ownership Matters

Define metrics with clear ownership by business and technical owners to ensure alignment.
Collaborate closely with business departments to evolve and agree on relevant metrics.

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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 LinkedIn

🔗 Learn more about Voi

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

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🚀 Connect with Ollie Hughes

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