# Strategic Decisions in Data Reporting : where to build metrics?

URL: https://honeydew.ai/blog/strategic-decisions-in-data-reporting-where-to-build-metrics/

Adam Morton met David Krakov, Honeydew’s CEO, and talked about… well… semantic layers 🙂

One of the first questions we ask in discovery calls is where the metrics reside. Data teams build metrics in ETL, during ingestion, in BI, or in a semantic layer. Choosing where to build your metrics isn't just a technical decision; it's a strategic one - and definitely part of this balance between creating flexible reports and maintaining consistency.

You can read Adam’s [newsletter](https://www.linkedin.com/pulse/future-reporting-adam-morton-ijqfc/?trackingId=lnU2ThAlRDGm%2BjrNwyECPw%3D%3D) or just watch the [video](https://www.youtube.com/watch?v=r9hU6XY8kGU&t=1746s) where Adam and David discuss the semantic layer challenge in more depth with a demo of Honeydew.

## About Adam Morton

Adam Morton is an experienced data leader and author in the field of data and analytics with a passion for delivering tangible business value. Over the past two decades Adam has accumulated a wealth of valuable, real-world experiences designing and implementing enterprise-wide data strategies, advanced data and analytics solutions as well as building high-performing data teams across the UK, Europe, and Australia.

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