Stefan Groschupf, the co-founder and chief executive officer of analytics software maker Datameer, visited theCube to have a chat with SiliconANGLE founder John Furrier and Wikibon’s Dave Vellante.

Groschupf gave us a rub-down of his company’s history, originally a 90’s IT consultancy turned software firm. They started focusing on Hadoop around 2005 according to him, when the open data analytics engine started picking up momentum and they managed to haul in bigger customers such as telcos and media companies.

Datameer’s offering is a solution that combines traditional BI with Hadoop, opening it up to business users. Groschupf explained that, thanks to half a million lines of code, APIs that can plug-in to various data sources and a visualization element, users who are experienced with simple spreadsheet programs such as Excel can manage Hadoop data analytics. Hadoop is known for highly complex, which is why Datameer’s solution naturally appeals to a big portion of enterprises venturing into the big data space.

Groschupf noted that his company caters to a rather broad spectrum of users, from the IT department o marketers that are looking at ways to integrate log file data with consumer data such as social media interactions.

He continued to elaborate on integration, which is a key aspect of Datameer’s value proposition. Their platform uses rest APIs to provide access to a lot of different data sources, and also to integrate with companies’ IT systems. That includes mainframe machines, security solutions, and so on, the Datameer chief said.

During the interview Datameer’s CEO also talked a bit about Hadoop in and of itself. He said that while the software is highly complicated, the advantages do outweigh its downsides. Hadoop eliminates storage and compute limitations, making it possible to analyze huge amounts of data quickly. It’s also open-source, which further adds to its performance-driven efficiency.