We really drank the Google Kool-Aid on analytics. So, everything's going into Google BigQuery and almost everything is going straight into Google Cloud Pub/Sub and then doing some processing in Google Cloud Dataflow before ending up in BigQuery. We still do too much processing and augmentation on the front end before it goes into Pub/Sub. And that's using some kind of stuff we pulled together using Amazon DynamoDB and so on. And it's very brittle, actually. Actually, Dynamo throttling is one of our biggest headaches. So, I want all of that to go away and do all our augmentation in BigQuery after the data's been collected. And having it just go straight into Pub/Sub. So, we're working on that. And it'll happen, some time. #Analytics #AnalyticsPipeline