Alexander Arvidsson

Alexander is the Lead Data Transformation Architect at Advania Sweden AB, where he spends his days helping clients of all shapes and sizes to take better care of - and make more sense of - their data. He has spent the last 27 years poking around with data, databases, and related infrastructure services such as storage, networking, and virtualization, occasionally emerging from the technical darkness to attend a Star Wars convention somewhere in the world. He is a long-time Data Platform MVP, frequent international speaker, podcaster, Pluralsight author, blogger, and a Microsoft Certified Trainer, focusing on the Microsoft data platform stack.

Sessions for 2026

Turning insights into action: The art of data communication

Learn how to design reports that matter and turn insights into action. This PreCon covers understanding your audience, creating impactful reports, and using storytelling and communication techniques to ensure long-term impact.

Fabric FinOps - Cost Optimization for Fabric

Microsoft Fabric's "fixed pricing" is just the start - optimizing capacity units across workloads is key. This session covers CU concepts, workload efficiency, and the bigger picture beyond technology costs.

Previous Sessions

Roche's Maxim of Data Transformation - By Example

Roche's Maxim of Data Transformation states that "data should be transformed as far upstream as possible, and as far downstream as necessary". Simple, powerful, and beautiful - but what does it really MEAN? Come find out through example.

Stand Fast - How Governance Can Save You a Fortune

Why is it that cloud projects often end up way more expensive than they should? The answer might surprise you: a lack of governance. Come learn how to turn governance from limitation to enablement.

Knee-Deep In Tech Live @ SQL Bits

Come be a part of the audience for a recording of an episode of Knee-Deep in Tech, a bi-weekly technology podcast! The topic for this year's recording is: Agile, DevOps; DataOps and all the other methods - help or hindrance?

The Untruthful Art - Five Ways of Misrepresenting Data

In this age of information it is imperative to be able to be able to clearly, simply and accurately explain and communicate sometimes complex data.

+5 Wisdom - Learn to Ask Better Questions to Solve the Right Problems

By asking the right questions we can solve the actual problem - not only the problem we think we are facing. Take a step back, look further, and ask better questions. We'll show you how.

Spell of Transmutation - Using Debezium to Transfer Realtime Data Changes to Event Hub

Getting changes from SQL Server to Event Hub can be tedious. I'll show you how to set up Debezium to automate SQL Server change data capture into Event Hub and explain why this matters for your serverless architecture!

Knee-Deep In Tech Live @ SQL Bits

Be part of a live audience recording of an episode of Knee-Deep in Tech!

Learning to Listen - Making the Most of Mentoring

Being a mentor or a mentee offer amazing opportunities but come with their own sets of challenges. We'll help you make the most of mentoring!