Hey, I am Timo! Great to meet you.

I am the founder of Deepskydata and usually spend my days thinking about better growth data setups.

These thoughts eventually end up in products, playbooks, workshops, blogs and videos. If I don't do this, I enjoy my time with my family in the beautiful surroundings of North Jutland in Denmark.

Hey, I am Timo! Great to meet you.

I am the founder of Deepskydata and usually spend my days thinking about better growth data setups.

These thoughts eventually end up in products, playbooks, workshops, blogs and videos. If I don't do this, I enjoy my time with my family in the beautiful surroundings of North Jutland in Denmark.

My Work

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Deepskydata

The growth intelligence add-on for Product Analytics and CDP setups

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Analytics Implementation Workbook

My book about the essentials you need to know to create impactful analytics setups

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Growth Measurement Lab

My collection of playbooks and short courses

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Fix My Tracking

Together with Barbara we help you to send the correct data to your ad platforms

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Growth Intelligence YouTube

My YouTube channel with deep dives on product analytics and growth intelligence

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Latest Posts

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Basic analytics skills in the dawn of agentic whatever

On my YouTube channel, the video "How I would start as a Data Consultant - if I could press Restart" is the most watched video with over 7,000 views (which is a lot for my channel). I have published it in October 2022. So 3 years ago. It does not mention AI in any way, because it did not matter then. But it does now. Time for an update. Even when it is a bit more meta than the first one. A lot of people trying to predict how AI will change data work. Will analysts disappear? Will data engineers

Nov 10, 2025 • 13 min read

Pragmatic Orthodoxy - Data Signals #1 - 03.11.25

Hello, welcome to a new bi-weekly format of this newsletter. I am thinking about it a while already, how I can share interesting content I come across. It shouldn't be just a next, here is a list of great articles I read, type of post. These are great, but there are already plenty of them. So, I developed this signal format. The basic idea is that I highlight interesting ideas and thoughts I come across when reading a post. Then spend some time with an AI model to riff and brainstorm over thes

Nov 3, 2025 • 5 min read

dbt blues

When dbt Labs announced their merger with Fivetran, the data community had feelings. A lot of them. The dbt fear index—Oliver from Lightdash's brilliant term for the spike in repository forks—told the story better than any LinkedIn post could. 🚨 The dbt Fear Index just spiked 🚨 The number of of dbt forks are going crazy on rumors of a Fivetran acquisition and the timing couldn't be more wild with Coalesce right around the corner. In… | Oliver Laslett | 59 comments🚨 The dbt Fear Index jus

Oct 22, 2025 • 16 min read

The End of Digital Analytics

as we know it. When Amplitude announced their new chief evangelist some days ago, most people saw a standard hire - congratulations comments galore. I saw something different: a clear signal that digital analytics as we know it is fundamentally over. This wasn't just any hire. They brought in someone who embodied everything that Google Analytics 4 represented—the old marketing analytics world that digital analytics had been built around for two decades. It's like watching a species evolve in r

Sep 15, 2025 • 32 min read

Vibe Analytics: When Everyone Becomes an Analyst (And Analysts Become Everything Else)

1. Introduction: The Vibe Shift So, vibe coding is a thing. I won't spend this post arguing why vibe coding is a thing, because that's not really the purpose here. To be honest, the whole thing is in a weird space right now. On one hand, you see the super enthusiastic people posting about how they built a million-dollar app over a weekend. Definitely not true. But on the other hand, you see very experienced developers pointing out how this whole thing cannot really work. And then in the middle,

Jun 4, 2025 • 11 min read

The Double Three-Layer Framework for Tracking Setups

It all started on a drizzly Tuesday, somewhere between the flat-pack sofas and the cafeteria (vegan) meatballs. You just landed a fresh analyst role at IKEA, and your first orders were simple on paper: figure out how shoppers use the in-store screens. Sounds clear, right? But here’s the thing—“use” lives on several floors of the same house. Swipe to scroll? Tap to check stock? Stand there day-dreaming in front of the rug-chooser? Each layer tells a different story. Step 1 — Spot the many flavo

May 27, 2025 • 8 min read