Finance BI

We build modern data infrastructure on Azure

Building on the cloud is hard. But it can give your company the flexibility it needs to do business in this fast changing world.

We can help you build a solid, flexible and cost-effective solution.

We are experts in Microsoft Azure and Databricks solutions, and have helped over 50 companies in their transformations across the years.

Ready for data to speed up your business instead of slowing it down? Let’s chat

Owner and Azure Data Consultant

Data Walnut

You worked hard to get your B2C e-commerce store off the ground. And now it’s doing well

But what is the potential of your store: how much better can it do ?

What would happen if you knew the customer lifetime value and could segment your customers ? 
And then find the best action for each segment?
What would happen if you knew the ROI of your marketing campaigns ?
What would happen if you knew the customers at risk of churn and how to retain them ?

You already have all the data, now it’s about getting your data to work for you.

Let’s take your store to the next level together

Founder

L'Oréal

Data and Finance Manager

Unilever

Strategy Analyst

Golder Associates (Italy)

Controller

Academy of Math and Science (USA)

Accountant/Controller

CPA turned Data Engineer: cut data crunching by 10 hours/week with automated processing and data quality checks ⚡️Azure - Databricks - Power BI

I can help you leverage your data in 2 ways:

1- Consulting activity: Azure data consulting
I help companies build a modern data infrastructure (data lake, data warehouse) on the Azure cloud.
Expertise: Azure, Synapse, Databricks, SQL, Python, Power BI

2- Data product: help e-commerce sites with customer retention
My solution helps e-commerce sites segment their customers, approach the segments differently and increase retention.
Expertise: Customer lifetime value, customer retention, customer upsell, B2C e-commerce.

Luca Zanna

Founder @ Drilldown | Custom-designed business dashboards for B2B SaaS that deliver insights in one click, eliminating the need for complex spreadsheets in just 60 days.

We help B2B SaaS teams build an owned data system - so metrics align across the organization and growth decisions are based on evidence.

This might resonate:

As B2B SaaS companies scale, it becomes harder to understand on where growth comes from and what to do next.

Most teams already have dashboards, data integrations, and the technical ability to build new ones. 

Yet they still struggle to agree on what metrics mean, explain drivers of revenue, or produce reliable forecasts.

What you need is one set of accurate, explainable numbers that your team can rely on.

Our work focuses on the data system underneath dashboards: the definitions, structure, and logic that determine whether analytics can support decision-making at scale.

If you’re trying to make decisions based on data but the numbers don’t line up, this explains why: https://thomasvarekamp.substack.com/p/you-have-dashboards-why-are-decisions

Thomas Varekamp

2025 in a nutshell (the good, the neutral and the bad):

The bad:

- marketing & positioning is still a challenge.
- life was very unbalanced → more stress.
- wasted a ton of money (but learned a lot).

The neutral:

- moved to Amsterdam (for a couple of months).
- got a bigger office (which we closed down).
- updated our website (like 20+ times).

The good:

- helped 11 companies with data & analytics.
- revenue grew by +30%.
- hired first full-time employee.
- got clearer on what I want from life.
- grew as a person (I feel more peaceful).

All in all, 2025 was a good year. But my goal is to make 2026 even better.

So this is what we will be doing in 2026:

Change 1: we’re becoming remote-first.

I want to travel more and have more control over my time. Everyone that works for Drilldown can work wherever they want.

Change 2: a new offer.

A recurring theme from clients was how much they valued that their teams could own and maintain the systems after we were done.

Our new offer is much more focused on transferring knowledge, not creating dependency.

Change 3: make things simpler.

From now on we're only going to focus on:

- 1 client profile: B2B SaaS leaders >$1M+ ARR.
- 1 outcome: helping you see what’s driving ARR.

I genuinely feel the right foundations are in place to make 2026 our best year ever, both personally and professionally.

Huge thanks to everyone we worked with in 2025.

Hope to build more together next year!

Best,
Thomas

ps. here’s a photo from my first surfing lesson, a fitting way to wrap up a year of trying new things, failing, and learning :)

Drilldown | Helping B2B SaaS leaders regain control by turning data into direction.

I spent €20,000 building a data platform. This year, I’m shutting it down.

Most of our clients use Dutch software to run their business.

To build great dashboards, we need to pull this data out of the tools.

The common data extraction tools do not support these sources. 

So I decided to build our own extraction tool called the Drilldown Extraction Hub: 

- fixed price.
- unlimited data.
- custom support.

On paper, it made sense. 

We onboarded a few customers and within a short time it was doing around €400 MRR. But then sucky part started.

Connectors started breaking, APIs changed, edge cases appeared…

Everything required constant custom work.

Problem #1: data extraction is not an easy one-time build. You need permanent maintenance.

Problem #2: Instead of fully focusing on what we are actually good at (analytics for B2B SaaS), I was now splitting attention between client work and engineering work. 

Not good.

By the end of last year, I made the call to stop. 

We still support existing customers, but for new clients we use existing tools.

My big lesson: focus is extremely important. Especially in the stages we’re at (~€220k revenue / year).

Keep building!

Most people know HeyReach.io as the LinkedIn tool that sprinted to $10M ARR in 29 months. Few know the real story of how they started.

- before the 2,900 monthly trial signups.
- before the 4,000+ paying customers.
- before the 8-figure revenue.

---

The founders actually began their journey in Macedonia, an place they described as "prehistoric" for startups.

Their first venture, Howitzer, burned through $500k as they fell into the "White Knight" trap: trying to hire expensive managers to fix their problems.

It didn't work. 

So they decided to build a product where they owned the growth. 

That was v0 of HeyReach.io.

---

In 2023, with only 3 months of cash left, they negotiated a life-saving AppSumo deal at 2:00 AM in a club.

That cash injection allowed them to answer the question:

“𝘏𝘰𝘸 𝘥𝘰 𝘺𝘰𝘶 𝘴𝘤𝘢𝘭𝘦 𝘰𝘶𝘵𝘳𝘦𝘢𝘤𝘩 𝘸𝘪𝘵𝘩𝘰𝘶𝘵 𝘳𝘦𝘭𝘺𝘪𝘯𝘨 𝘰𝘯 𝘱𝘢𝘪𝘥 𝘢𝘥𝘴?”

They positioned themselves as the LinkedIn layer of the modern sales stack (Clay + Smartlead + HeyReach). 

They exploded.

Between 2023 and 2025 they saw:

→ 10-15% Month-over-Month growth.
→ A surge to 2,900+ free trials per month.

Then, data visibility became the bottleneck.

Stripe couldn't handle the complexity of their growth and caused internal chaos. 

The CEO would see $20k in "churn" and demand answers, while it was just failed payments that would be recovered the next day. 

As Ilija Stojkovski put it: 

"𝘞𝘦 𝘸𝘦𝘳𝘦 𝘭𝘪𝘬𝘦 𝘧𝘳𝘪𝘦𝘯𝘥𝘴 𝘩𝘢𝘷𝘪𝘯𝘨 𝘢 𝘤𝘩𝘢𝘵 𝘣𝘶𝘵 𝘥𝘪𝘴𝘤𝘶𝘴𝘴𝘪𝘯𝘨 𝘤𝘰𝘮𝘱𝘭𝘦𝘵𝘦𝘭𝘺 𝘥𝘪𝘧𝘧𝘦𝘳𝘦𝘯𝘵 𝘵𝘰𝘱𝘪𝘤𝘴. 𝘕𝘰 𝘰𝘯𝘦 𝘩𝘢𝘥 𝘵𝘩𝘦 𝘴𝘢𝘮𝘦 𝘴𝘰𝘶𝘳𝘤𝘦 𝘰𝘧 𝘵𝘳𝘶𝘵𝘩."

---

That's when we crossed paths and helped them at Drilldown to build a custom data infrastructure in just 4 weeks.

We moved them off generic dashboards and built a single source of truth.

In December 2025, HeyReach.io officially crossed $10M ARR.

They’ve proven that world-class tech companies can be built from anywhere.

My 8 unpopular opinions on B2B SaaS analytics in 2026:

1. CAC:LTV is mostly a vanity metric. It tells you where you stand, not what to fix.  Cool for VCs, useless for your team. 

2. Averages are your enemy. Segment your data to find your biggest growth levers.

3. Having 100% accurate numbers is overrated. Knowing trends over time and direction is more important.

4. If you are spending $5k/month on data tools before having product-market fit, you're being robbed.

5. Using "Free" open-source tools is EXPENSIVE. Buying a managed service is almost always cheaper than your hourly rate spent debugging.

6. Founders: if you're spending Saturdays fixing broken pipelines, that is a failure of prioritization. Your time is worth more than a Weld subscription.

7. AI writes great code, but it will never 100% understand your business. Humans must be responsible for insights.

8. Context > code. The hardest part of data is not technical. It's understanding how the business works.

Data analytics can have huge impact on your business, both positive and negative.

Good luck!

Currently digging in some B2B SaaS that used analytics to reach $1B+ valuation. Did you know this about Slack?

Slack began as an internal tool for a failing gaming company. 

When they analyzed the retention data, they found a specific “magic number”: 2,000 messages. 

Teams with fewer than 2,000 messages were likely to churn, but teams that crossed this had a 93% retention rate.

They engineered their entire onboarding and “freemium” limit around this metric. 

The free plan allows users to view 10,000 messages, giving teams enough space to blow past the 2,000-message “hook” before hitting a paywall.

This retention engineering helped Slack become the fastest-growing enterprise app in history, eventually acquired by Salesforce for $27.7 billion.

Crazy stuff

After building the same dashboards, data structures, and metrics 10+ times, I stopped rebuilding them from scratch.

I call this the SaaS intelligence system. 

It gives every SaaS company the things they should already have, but often don’t:

1. accurate, real-time ARR waterfalls everyone agrees on.
2. dashboards to go from revenue → accounts → users.
3. metric dictionaries so definitions don’t live in people’s heads.

That alone removes hours of manual work and discussions.

But the real benefit comes from what this foundation enables:

1. data enrichment → reach better users.
2. marketing attribution → acquire more of them.
3. customer health scoring → reduce churn.

It gives leadership and operators a reliable system to make decisions, without needing a big data team for maintenance.

The cool part: everything runs from the data warehouse.

That’s what the SaaS Intelligence System is: the core data setup most B2B SaaS teams end up rebuilding anyway.

I put together a short doc showing the 5 dashboards we recommend for $2M–$10M B2B SaaS teams. 

This is what that foundation looks like in practice.

taplio

The Battle

Luca Zanna

Thomas Varekamp

Followers

Posts

Engagements

Likes

Performance ScoreThomas Varekamp's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Luca Zanna

Thomas Varekamp

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Thomas Varekamp's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreThomas Varekamp's LinkedIn Performance