Which unusual mean of transportation Alex use from time to time? Why monitoring of data quality does matter and what is the very efficient contrary of SCD in SSIS in BI loading process? Which skill is important if you want to jump into the IT market? Find out the answers on these questions and much, much more. Alex Whittles is the owner and principle consultant at Purple Frog, a SQL Server Business Intelligence consultancy in the UK with multinational clients in a variety of sectors. He specialises in all aspects of dimensional data modelling, data warehousing, ETL and cubes using the SQL Server stack. Alex has an MSc (Master of Science) in Business Intelligence, is a chartered engineer, and a member of Mensa. Community leadership includes being on the SQLBits committee, Director of SQL Relay, founder and leader of the Birmingham Data Platform user group. Alex is also a regular speaker at many SQL Server events around the world including SQL Relay, SQLBits, SQL Saturdays, 24 HOP and the PASS Summit. This talk has taken place during Data Relay (formerly SQL Relay) conference in Reading (UK), on 11th October 2018 (Thursday). Interviewers: Kamil Nowinski.