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.