Caraway crafts beautifully designed, non-toxic kitchenware for modern consumers. As a fast-growing home goods business, they need to access data across merchandising, marketing, product, and finance. Having reliable tracking is crucial — especially during peak retail season.
When Maryssa Brogis, Senior Director of Analytics & Insights, joined Caraway, she inherited a BI instance that was slow, overcomplicated, and underutilized. “We used to have a lot of dashboards that no one touched because they loaded too slowly and were unnecessarily painful to manage,” she shared. “I knew it didn’t have to be this hard.”
The analytics team set out to improve the experience for their business stakeholders as well as their daily workflows. After evaluating several tools, they chose to migrate to Omni to enable faster, more confident decision-making across Caraway.
Results #
5x increase in data adoption across teams: marketing, operations, finance, product, brand, & more
80% faster dashboard performance & 4x fewer dashboards to serve up a cleaner, more intuitive experience for every user
AI-powered summaries & key takeaways save hours each week
Inventory planning tool built with dbt surfaces insights via Omni to help optimize merchandising, messaging, & partner coordination
Omni’s Slack & Google Sheets integrations streamline daily workflows & deliver time-sensitive insights
Essential to their Data Stack #
The Challenge #
When Maryssa joined Caraway as the first internal data hire, she inherited a legacy BI tool which wasn’t meeting the needs of the business.
“I started as a data team of one, trying to support the entire company. I’d receive complaints about our BI tool every week; things were too slow, people couldn’t filter properly, and basic things like period-over-period comparisons were painful,” shares Maryssa.
Beyond performance, usability was a major blocker, since creating custom dimensions required specific technical skills. “Our previous BI tool was hard to navigate, so people would just export reports. But then, it was hard to trust the data since it was stale,” Maryssa explains.
As Caraway prepared for another high-stakes holiday season, it became clear they needed a better solution.
The Evaluation #
Along with her growing team, Maryssa set out to find a new solution. Beyond checking all the technical boxes, they wanted a platform that could support a wide range of users, scale with their business, and be fully operational before peak shopping season.
The analytics team evaluated several vendors and ran side-by-side POCs to see how each tool held up for their use case and business users.
Their evaluation criteria included:
A fast, intuitive experience for business users
Strong performance across extensive, complex dashboards
Easier support for common retail analysis (like period-over-period comparisons)
Flexibility for ad-hoc, SQL, and Excel-style workflows
Seamless integrations with tools their team already loves, including dbt, Slack, and Google Sheets
Granular user permissions to support governed self-service
Omni stood out for its usability, speed, and thoughtful approach to Caraway’s needs and timelines.
“From the beginning, Omni felt like a true partner. They listened to our needs, respected our bandwidth during busy seasons, and helped us find a solution that worked for our entire organization, not just the data team.”Maryssa Brogis, Senior Director of Analytics & Insights, Caraway
The Migration #
Caraway signed with Omni in early 2025 with plans to fully migrate before the Q4 holiday season. To ensure a smooth migration, the analytics team baked in extra time to audit dashboards, meet with stakeholders, validate reports across platforms, and train users.
All the planning and prep paid off — the migration finished ahead of schedule.
“We thought the migration would take nine months, including time for stakeholder reviews and audits. Building in Omni was so much faster than I expected, so we finished ahead of schedule and turned off our legacy BI tool early. The whole migration was so much smoother than I thought it would be.”Maryssa Brogis, Senior Director of Analytics & Insights, Caraway
For additional onboarding support, Caraway teamed up with Count Six, a data consulting company. This engagement included an in-person session dedicated to fine-tuning Omni’s semantic layer with extra business context to optimize AI responses for their top questions.
“Working with the Count Six team helped us validate our AI setup and ensure everything was ready for our rollout. It was a great way to tie a bow on the whole project and made a huge impact on our early success with Omni,” shares Maryssa.
In total, Caraway migrated to Omni in just five months, without burning out or compromising quality. Maryssa adds, “We never felt stressed. There was no midnight oil. Just a well-paced, well-executed rollout that gave us peace of mind heading into Q4.”
Her team felt the difference, too.
“Migrating to Omni felt very straightforward,” says Lauren Jenkins, Sr. Data Analyst. “The platform is super intuitive, which made rebuilding our dashboards surprisingly easy. I’ve been through a couple of BI tool migrations, and this one was by far the easiest — thanks to the user-friendly interface and the amazing support team that answered all our questions within minutes.”
The customer support stood out across the team.
Madison Godfrey, Senior Data Analyst, adds, “Omni's unparalleled support and dedication made our migration seamless. Their team was consistently prompt and efficient in answering all our questions, big or small, with creative solutions. I've never experienced such strong and impactful vendor support."
In the end, Caraway launched Omni with time to spare before their busiest season of the year.
The Impact #
From underused reports to 5x more users and 80% faster dashboards #
Since rolling out Omni, 5x more business users are using data to make decisions. Omni has helped activate teams who have always relied on data, such as marketing, operations, and finance, as well as teams who previously rarely used BI, such as brand and product. Now, it’s easier for users across the business to track everything from organic social and campaign performance to product launches and cross-functional KPIs.
“Switching to Omni has been transformative. Dashboards now load in seconds, and the built‑in AI tools empower every team member to explore, modify, and analyze data independently. This shift has eliminated bottlenecks and made data ownership truly end‑to‑end across all our channels. The flexibility has been a game-changer and it’s drastically improved our speed, autonomy, and ability to make smarter, data-driven decisions.”Hailey Soderlund, Director of Growth, Caraway
In addition to improved adoption, dashboards load 80% faster compared to their previous tool in part due to Omni’s templated filters. The analytics team uses these to set up dynamic toggles between time periods and metrics, which reduces the need for repetitive reports. For example, dashboards used to be packed with tiles showing week-to-date, month-to-date, and year-to-date metrics. Now, all of those times can be captured in one tile with a simple toggle to change the time period.
“Omni has completely changed how I work day to day — it’s unbelievably fast, which makes running reports an absolute dream,” says Marley Rowan, Senior Manager of Growth (Paid). “The speed and workflow improvements alone have been game-changing, and I love how easy it is to filter and compare different time periods.”
Saving time every day with AI #
While AI wasn’t originally on their BI criteria list, it quickly became one of Caraway’s favorite features in Omni. During onboarding, the analytics team sat down and brainstormed their most common questions: “What were sales yesterday? What’s our average order size? Which products are trending?” Then, they worked with Count Six to tune Omni’s AI assistant, Blobby, to ground answers in their business context.
Now, Omni’s AI powers quick chart explanations, anomaly detection, dashboard summaries, and executive readouts. When preparing for her weekly executive meeting, Maryssa has started using AI to identify key trends and talking points instead of manually pulling the data and synthesizing insights from scratch — saving hours each week.
“When we asked AI to explain a chart for the first time and it gave us an accurate response, our team literally screamed out of excitement. People always ask for help interpreting data, and now Omni’s AI gives them a starting point and saves my team time.”Maryssa Brogis, Senior Director of Analytics & Insights, Caraway
By proactively surfacing context and trends, Omni’s AI reduces the burden on Caraway’s small analytics team while empowering non‑technical users to get fast, trustworthy answers.
Optimizing merchandising with inventory tracking using dbt + Omni #
As heavy dbt users, Maryssa and her team use Omni’s dbt integration to ensure the work they put into their dbt environment is reused in Omni. For example, they’re able to automatically surface dbt metadata like field and table descriptions in Omni dashboards and AI, instead of having to copy and paste between tools manually.
They’ve even found a more unique way to help their operations and merchandising teams make time-sensitive decisions and keep up with demand. To optimize their inventory management, Maryssa’s team built a robust inventory tool in dbt to track historical stock levels, current availability, and future projections. Then, those insights are immediately available to business users with Omni.
Everyone from operations analysts to digital product managers now receives scheduled dashboards showing what’s out of stock, close to running out, or coming back soon. These insights power “back in stock” alerts, reseller partner updates, and messaging adjustments for campaigns. Maryssa shares, “Using dbt and Omni allowed us to build something that helps everyone plan appropriately — whether it’s pausing messaging for low inventory, coordinating with reseller partners, or updating the website ahead of launches.”
This visibility and speed have transformed how Caraway manages reordering and holiday readiness to ensure the right products are available and marketed at the right time.
“The transition to Omni was pretty seamless — the way the data is organized and the Excel-like formatting make it very intuitive to pick up and use. The expanded inventory reporting has been extremely helpful with in-stock management as we prep for our key holiday selling period. Overall, I'm very pleased with the transition and better experience for getting the data I need on a daily basis.”Leah Heydarpour, Associate Director, FP&A
Automating workflows with Slack and Google Sheets #
Caraway’s marketing and growth teams rely on Google Sheets to track fast-changing metrics like hourly sales and pacing. Before Omni, they had to manually populate Google Sheets with new inputs. Now, Omni’s integration automatically sends updated data from Omni → Google Sheets — saving up to two hours per person per day. And when business users need to add data that doesn’t live in their data warehouse, they use Omni’s data input to easily upload CSVs.
Scheduled dashboard deliveries to Slack also keep stakeholders informed about key metrics without having to log into Omni or chase down the right dashboard. During high‑stakes events like Black Friday, these automations will ensure that leadership, operations, and marketing can act without delay.
Together, these integrations make it even easier to meet business users in the tools they’re already using — saving time and bringing more data into decision-making.
With Omni, Caraway has transformed the way data is used across the business. What started as a high-stakes migration turned into a major upgrade — with faster dashboards, broader adoption, and smarter decision-making powered by AI and reliable insights.
"Omni is now our organization’s sole source of truth — giving every team one place to check performance and dig into customer and product insights. Dynamic dashboards help us track the pulse of the business and the ad-hoc workbooks help us go deep without needing to bounce between tools. The trust and speed we get removes friction, saves hours, and empowers everyone to make informed decisions which shows up in how quickly we align and act.“Kyle Turadek, Senior Director of Growth & E-Commerce, Caraway
As the team looks ahead to new product launches and another busy holiday season, they’re equipped with a modern, flexible analytics stack that keeps pace with the business — and helps every team stay one step ahead.