Mark leads global marketing and category strategy at AtScale. A former CEO, Chief Product Officer, board member, and patent author, he previously served as CEO of StreamBase and Chief Product Officer at TIBCO, where he led Spotfire, AI, data, and streaming products. Mark is also an advisor to Warburg Pincus on AI, data, integration, and analytics, bringing deep experience building and scaling category-defining data and analytics businesses to AtScale.
May 15, 2026
The Semantic Wars Are Here. Google, You’re Next.Microsoft started a semantic war with Databricks. The next front is AI. Google customers need a semantic strategy to stay free on both. Microsoft just killed the connector that let Power BI read Databricks’ business metrics. This was the opening…
May 13, 2026
Google Paid $2.6 Billion to Prove AtScale Right About SemanticsThe Looker rename is news. The bigger story is what it means for the semantic layer in the AI era. Google is renaming Looker Studio back to Data Studio. The seemingly simple move sends a big signal: the semantic layer…
May 11, 2026
Snowflake, Databricks, AtScale, and Omni, on the same stage, on purposeThe OSI panel airs at the Semantic Layer Summit. Here's what I'm hoping shakes loose. Snowflake and Databricks don't usually sit at the same table. They compete for the same workloads, the same logos, the same line items in the…
May 7, 2026
Inside the Trillion-Dollar AI Problem: Context and ComputeSnowflake, Tableau, and BlackRock named the symptom. Jeremy Arendt at Blue Yonder is showing operators what it actually costs. Jeremy Arendt runs analytics engineering at Blue Yonder, the supply chain platform behind a meaningful slice of the world's trucks, warehouses,…
April 30, 2026
BI Tools Keep Trying to Own Your Semantic LayerEvery decade, someone reinvents the BI-embedded model. Every decade, customers end up migrating off it. The semantic layer is the context layer for AI, and putting it inside one BI tool was the original sin. Last week, Omni raised a…
April 28, 2026
Why I Stepped Off the Board and Joined AtScale as CMSOWhat I saw from the board, and why it matters if you’re betting your career on AI. When I joined AtScale’s board, I saw what looked like a best-in-class semantic layer: a way to make analytics faster, more consistent, and…
July 9, 2024
How Semantic Layers Make GenAI 3X More Accurate Than Direct SQLThis blog was written by Mark Palmer. In addition to being an AtScale Board Member, Mark Palmer is a seasoned entrepreneur and technologist. With extensive advisory experience, Palmer offers strategic insights to startups and Fortune 500 companies alike, helping them…