Alex is a Data Platform MVP, and is the owner and principle consultant at Purple Frog, a Microsoft Data Analytics consultancy in the UK with multinational clients in a variety of sectors. He specialises in all aspects of data warehousing, ETL, cubes, Machine Learning and Power BI using the Microsoft stack. Alex is also the creator of Power BI Sentinel, a governance and disaster recovery tool for Power BI. Alex has an MSc in Business Intelligence, is a chartered engineer, is on the organising committee for both SQLBits and Data Relay, and leader of the Birmingham Data Platform Group. Alex is also a regular speaker at many SQL Server events around the world including Data Relay, SQL Bits, SQL Saturdays, Data Grillen, 24 HOP and the PASS Summit.