In the digital age, business users need analytics tools that surface anomalies, the unexpected connections in the data. Unfortunately, these unexpected connections would not be seen if the analytics tool uses a relational data layer, where the data is connected by a human based on pre-canned business questions. As the name applies, relational analytics tools work based on the relationships between data tables, which means the users can only "traverse" in the data based on the pre-defined relationships, which would prohibit them from seeing the unexpected connections defined by the data. On the other hand, with Qlik's Associative technology, the connections between data points are defined by the natural associations found in the data, not by the data table relationships defined by a human. This difference becomes even more important as the analytics technologies start to leverage AI.