Data Engineer
Callum Reid
Callum is the person who makes "schema-less" actually work. He maintains the inference layer that turns messy event streams into clean, queryable structure.
Before Vireo he ran the analytics stack at a retailer that had fourteen dashboards for the same number. He has strong opinions about naming things, most of which he'll share unprompted.
He lives a ten-minute walk from the studio, which is convenient for both of them.
Posts by Callum Reid
Event naming conventions that survive contact with a team
A few rules for naming events that keep your analytics readable for years — and why 'page_viewed' beats 'pv' every single time.
Choosing an event schema when you have no data team
No data engineers, no problem. Start with a tiny event vocabulary, let structure emerge from usage, and keep it readable. Here's the playbook.