Principal Developer Advocate, Poplin Data
Raw event data like you get from GA360, Adobe Analytics or Snowplow gives you much more information than the aggregated data you see through reports but they can be unwieldy to use. Building an SQL data model allows you to build centralised business rules for things like conversions, traffic sources and rollup events while still being able to change them. When something screws up, you can paper over those changes so your business users only see a perfect timeline. This talk walked through building a data model on top of raw Snowplow data using reasonably simple SQL.
Head of Data, Excite Holidays
Tableau was a game changer for interactive data visualisation and analysis. It hasn't been quite as strong as an enterprise Business Intelligence tool. Nicholas has worked with Tableau for over 7 years and is currently responsible for every aspect of its deployment in his organisation. In this talk he shared from his experiences some of the strengths, weaknesses, and then demonstrated some more advanced technical tips/tricks/hacks that he's developed over the years. (e.g. manicured self-service, drill-through and big data).