James Serra

James works at Microsoft as a big data and data warehousing solution architect where he has been for most of the last nine years. He is a thought leader in the use and application of Big Data and advanced analytics, including data architectures such as the modern data warehouse, data lakehouse, data fabric, and data mesh. Previously he was an independent consultant working as a Data Warehouse/Business Intelligence architect and developer. He is a prior SQL Server MVP with over 35 years of IT experience. He is a popular blogger (JamesSerra.com) and speaker, having presented at dozens of major events including SQLBits, PASS Summit, Data Summit and the Enterprise Data World conference. He is the author of the book “Deciphering Data Architectures: Choosing Between a Modern Data Warehouse, Data Fabric, Data Lakehouse, and Data Mesh”.

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Resetting on the AI hype train

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A New Word: Etherness

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Vibe Coding a Login Tracking System

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The Microsoft SQL Year in Review

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T-SQL in SQL Server 2025: The || Operator

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Your Value from a Conference

By Steve Jones - SSC Editor

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Question of the Day

UNISTR Basics

What does this code return in SQL Server 2025+? (assume the database has an appropriate collation) 

SELECT UNISTR('Hello 4E16754C') AS 'A Classic';
A:   B:  

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