In this episode, Wayne Eckerson and Matthew Schwartz discuss non-traditional uses of business intelligence tools. Although BI tools have been around for almost three decades, most companies just scratch the surface of what’s possible to do with those tools. Using web layers and APIs, a company can use their imagination to customize and leverage their exiting BI tool-set to monetize data, integrate tribal knowledge and build industry-specific proprietary products. Matthew Schwartz is the chief technology officer of Sage Hospitality, one of the world's largest hotel operators. Although Matt is responsible for all aspects of Sage’s IT operations, he has a deep fondness for data and analytics, having served as a BI director for several companies, including PetSmart and Staples. Matt firmly believes in the power of BI tools to transform organizations.