Today, we’re hearing from telematics solutions company Geotab about how Google BigQuery enables them to democratize data across their entire organization and reduce the complexity of their data pipelines.

Analytics and data visualizations have the power to elevate a software product, making it a powerful tool that helps each user fulfill their mission more effectively. To stand apart from the competition, today’s software applications need to deliver a lot more than just transaction processing. They must also provide insights that help drive better decisions, alert users to matters that require their attention, and deliver up-to-the-minute information about the things that matter most.

Organizations are improving the quality of their marketing analytics at less cost, which is translating into more overall marketing efficiency – all by adopting the modern data stack.

In the past, most software applications were all about “data processing.” In the parlance of old-school management information systems, that meant an almost exclusive focus on keeping accurate transactional records alongside any master data necessary to complete that mission. Transaction processing is important, of course, but in today’s world, applications are expected to deliver a lot more than that.