Your analytics stack is dying. Here's what's going to replace it
The monolithic martech stack is collapsing. An open source, warehouse-first intelligence platform is cheaper, more honest, and actually yours.

In our recent engagement with a client, we went on a journey to transform their data pipelines, tackling inefficiencies in performance and cost within their Google Cloud BigQuery environment. Our efforts culminated in a comprehensive optimisation strategy that used Dataform, improved SQL practices, and implemented tailored solutions for significant performance gains and cost savings. Here’s a deep dive into the highlights of our project.
We began by analysing the existing data architecture, identifying key areas of inefficiency:
To address these challenges, we transitioned from BigQuery Scheduled Queries to Dataform, unlocking the following benefits:
Our optimisation efforts translated into substantial cost savings:
This project demonstrates how targeted optimisations can transform data pipelines, improving performance while dramatically reducing costs. Leveraging tools like Dataform and best practices in SQL and BigQuery, we delivered a smarter, more efficient solution tailored to the client’s needs.
The monolithic martech stack is collapsing. An open source, warehouse-first intelligence platform is cheaper, more honest, and actually yours.
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At the start of the year, if you’d asked us whether Measurelab would be standing shoulder to shoulder with Europe’s biggest consultancies by September, we would've been surprised. Not because we don't believe in ourselves, but because these things feel so distant - until suddenly, they’re not. So, here it is: we’ve been awarded the Marketing Analytics Services Partner Specialisation in Google Cloud Partner Advantage. What’s the big deal? In Google’s own words (with the obligatory Zs): “Spec