Data is the new oil, but how to run your business on it?

Raymond Meester
4 min readApr 24, 2024


Imagine you are in 1964, Dubai. You are standing in this small fishing village and look around. To the west you see the sea, in all other directions there is the dessert. How in the world could a flower grow here? Let alone a booming, vibrant city that it is 60 years later. The answer, of course, is oil.

The website VisitDubai states:

In 1966, everything suddenly changed for Dubai: it struck oil. With the discovery of oil, the late Sheikh Rashid bin Saeed Al Maktoum began the development of Dubai. He started transforming the city from a small cluster of settlements near Dubai Creek to a modern port, city and commercial hub.

That seems such a simple statement. There was oil, so they got rich. Of course, this oil has been around for a long time. When the people of Sumer invented writing, the Babylonians cultivated their famous gardens, and Mohammad conquered the Arabian Peninsula and spread his message.

But oil was of little use at those ancient times. It was useless to write on stone tablets, you could not use it to grow crops or feed the horses of the army. It only became black gold when it began to move people, when people discovered the energy it contains to power their cars, boats and factories.

But even in 1964, you had to know where to look. You had to figure out that there was wealth not in the dessert or in the sea, but under your feet. And you needed the tools to bring it to the surface. The same story goes for data.

Let the data flow

Today you can walk through your company’s building. You look at your desk and talk to your colleagues. But your company’s oil, the data that makes your business run, is hidden away in some data center. Stored in databases, files, or somewhere in the cloud.

Big companies know all too well that their data is the new oil. I spent years working for billion-dollar companies like supermarkets, e-commerce, and fast-food companies. They let the data flow so they could grow their business. Through data and application integration, these companies could:

  1. Combine and transform data to create dashboards and reports. And use them to make better-informed decisions and analyze customer behavior.
  2. Build business processes across and independent of applications that are unique to their business proposition.
  3. Automate internal processes to free up resources to focus more on their customers.

Those billion dollar companies spend millions of dollars on the tools to move data at the right time, to the right place. Software that cost tens of thousands of dollars, and sometimes even millions. Operated by me and other integration specialists and consultants.

We know the protocols, the enterprise integration patterns and have deep knowledge of programming and middleware. But what about small and medium size businesses?

There is a wealth of data under every business, large and small. After years of working for these large enterprises, I thought to myself, how could I unlock data for every company? Data, that’s right under their feet. Nicely said, how to democratize the integration and automation of data. In simpler words, how to move your data cheap and fast.

This is why I created This is a fully hosted platform with all the necessary integration patterns and dashboards. Here you design your data flows with low-code tools. The result is that any company can achieve the same result as billion dollar companies. And not with big expensive tools, specialists that take months to set up the environment, but within ten days.

At the end it’s your data

My dev team set up the integration platform as a service so that you can do everything yourself with a little bit of training. We understand that not everyone has the time or wants to focus on data integration. For that, we work with technical partners who take care about the details, or even business partners who provide ready-made solutions in industries like wholesale, retail, and logistics.

Thanks for reading the story behind my platform, but in the end it’s all about your data. If you want to dig into your own or your customers data, then we’re happy to work together on a use case for free. You can always DM me on LinkedIn or one of my colleagues: