Blog
Playbooks, deep-dives,
and honest opinions.
How we think about data, AI, and the plumbing underneath them. Short reads, no vendor speak.
- analytics
Google Search Console + Google Analytics together tell you som…
Apr 23, 2026·6 min readGoogle Search Console + Google Analytics together tell you something neither can alone
Search Console tells you which keywords you rank for. GA4 tells you which pages convert. Your warehouse tells you which keywords generate revenue.
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PostHog shows you what GA4 can't — sessions, replays, and the…
Apr 21, 2026·6 min readPostHog shows you what GA4 can't — sessions, replays, and the 'why'
GA4 says your bounce rate is 60%. PostHog shows you the exact 8 seconds where every user gets confused and leaves.
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What Google Analytics actually tells you (and what it doesn't)
Apr 18, 2026·7 min readWhat Google Analytics actually tells you (and what it doesn't)
GA4 tells you someone visited your pricing page. Your warehouse tells you they visited three times, came from a Google Ad, and their company just raised a Series B.
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Your QuickBooks data is lying to you (and you don't know it)
Apr 16, 2026·7 min readYour QuickBooks data is lying to you (and you don't know it)
QuickBooks is built for accountants, not for business intelligence. The moment you go beyond a basic P&L, you're making decisions on incomplete numbers.
Read - ai
Claude Code source code leak: the architecture lesson nobody's…
Apr 1, 2026·4 min readClaude Code source code leak: the architecture lesson nobody's talking about
Anthropic accidentally shipped Claude Code's source to npm. The leak was the headline — the real takeaway is how they architect context management, tool orchestration, and agent memory.
Read - ai
Company readiness for adopting AI
Mar 20, 2026·4 min readCompany readiness for adopting AI
Your CEO wants AI. Before you say yes, four questions every CTO should be able to answer — honestly — on day one.
Read - engineering
Google Cloud Workflows for ETL: a serverless alternative to Ai…
Mar 5, 2026·4 min readGoogle Cloud Workflows for ETL: a serverless alternative to Airflow
How to orchestrate ETL pipelines with Google Cloud Workflows, Cloud Run Functions, and dbt Cloud. No Airflow cluster, no infra team, no idle compute.
Read - migration
Talend vs dbt: what nobody tells you before you migrate
Feb 20, 2026·5 min readTalend vs dbt: what nobody tells you before you migrate
Talend vs dbt isn't just SQL vs drag-and-drop. It's the audit, the iteration trap, and the parallel-run discipline that decides whether your migration lands.
Read - engineering
BigQuery NET.REG_DOMAIN and NET.HOST — stop writing regex to p…
Feb 8, 2026·3 min readBigQuery NET.REG_DOMAIN and NET.HOST — stop writing regex to parse URLs
NET.REG_DOMAIN and NET.HOST handle URL parsing in BigQuery natively. Cleaner SQL, correct TLD handling, zero regex. Here's how to use them.
Read - process
How we deliver analytics projects — our 7-step process
Jan 22, 2026·3 min readHow we deliver analytics projects — our 7-step process
Every consultancy says they have a process. Most of them dress up 'we'll figure it out as we go'. Here's ours, in writing.
Read - ai
Chatbots with Snowflake Cortex Analyst
Nov 10, 2025·6 min readChatbots with Snowflake Cortex Analyst
Cortex Analyst lets users ask questions in plain English and get SQL-backed answers from Snowflake. Here's how it works, where it shines, and where it doesn't.
Read - engineering
Extracting a domain or subdomain from a URL in BigQuery
Oct 20, 2025·4 min readExtracting a domain or subdomain from a URL in BigQuery
Three approaches to URL parsing in BigQuery — regex, NET functions, and UDFs. When to use each, and why NET.REG_DOMAIN wins for most teams.
Read - migration
Migrating from Talend to dbt for modern data engineering
Sep 15, 2025·7 min readMigrating from Talend to dbt for modern data engineering
A practical guide to replacing Talend's visual ETL with dbt's SQL-first approach — from audit to parallel validation to the day you turn Talend off.
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