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Incorta Direct Data Mapping™ reduces query times by more than 10x without any transformations, reshaping, modeling, or data aggregating. 


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James Avery Artisan Jewelry Chooses Incorta Direct Data Platform to Accelerate Critical Real Time Insights

Texas Jewelry manufacturer selects Incorta’s self-service, user-friendly tool to gain autonomy over and streamline data report development

SAN MATEO, CA, December 8, 2020 Incorta, a cloud-agnostic data analytics company, today announced the successful go-live implementation of its Direct Data Platform at James Avery Artisan Jewelry, a family-owned jewelry retailer based in Texas. Incorta’s Direct Data Platform gives business users the ability to analyze complex, full-fidelity business data in real-time.

With 98 stores located in four states, James Avery chose Incorta because the manufacturer of finely crafted jewelry needed a platform that allowed it to quickly access data from its Oracle EBS, Demantra, Advanced Supply Chain Planning, and Micros POS system without the immense cost and inflexibility of a traditional data warehousing environment. Incorta’s user-friendly, intuitive interface allows James Avery’s supply chain and accounting teams to onboard quickly and to enable self-serving reporting.

“Incorta’s Direct Data Platform reduces cycle time on developing reports enabling James Avery to have access to insights and information on demand,” said Harsha Bellur, James Avery’s chief information officer.  “Incorta’s simple and intuitive report building interface and quick response to complex queries improves our agility and responsiveness to manage the business.”

Prior to Incorta, James Avery analyzed its Oracle ERP data using NoetixViews, IBM Cognos, and a traditional data warehouse to build multiple reports for the company’s data needs. With the Incorta platform, business users at James Avery have self-service access to its analytics and reporting needs from different business domain datasets, thereby reducing the number of report requests from the business intelligence team.

“Incorta’s Direct Data Platform gives business users at James Avery access to immediate insights so they can remain agile and make quick, informed decisions without having to wait for complex data warehouses to be built, which is a common challenge in other data analytics tools,” said Osama Elkady, CEO at Incorta. “Incorta’s unified platform allows everyone to become self-sufficient, giving them the space to be curious and explore how their data can lead to increased business value.”

James Avery’s supply chain and accounting teams will use Incorta to run their own reports independently, extrapolating insights from valuable data at lightning- speed. Incorta enables a seamless path from data analysis to decision-making by providing Direct Data Mapping and an in-memory platform that significantly reduces query response time. 

“Incorta’s Direct Data Mapping allows us to get insights instantly as opposed to waiting on the need to build complex ETL and data warehouses for Oracle EBS,” said Sandeep Vittalam, James Avery business intelligence architect. 


About Incorta
Incorta is the data analytics company on a mission to help data-driven enterprises be more agile and competitive by resolving their most complex data analytics challenges. Incorta’s Direct Data Platform gives enterprises the means to acquire, enrich, analyze and act on their business data with unmatched speed, simplicity and insight. Backed by GV (formerly Google Ventures), Kleiner Perkins, M12 (formerly Microsoft Ventures), Telstra Ventures, and Sorenson Capital, Incorta powers analytics for some of the most valuable brands and organizations in the world. For today’s most complex data and analytics challenges, Incorta partners with Fortune 5 to Global 2000 customers such as Broadcom, Vitamix, Equinix, and Credit Suisse. For more information, visit

About James Avery Artisan Jewelry
James Avery is a vertically integrated, family-owned company located in the heart of the Texas Hill Country. We offer finely crafted jewelry designs for men and women in sterling silver, 14K and 18K gold, gemstones and leather handbags. James Avery jewelry is designed by our own skilled artisans in Kerrville, Texas. We are a multi-channel retailer with 98 James Avery stores in four states. Our jewelry is also available in more than 220 Dillard’s stores in Texas and 28 additional states, airport stores in Austin and Houston, Army and Air Force Exchange Service locations at Fort Hood and Fort Belvoir and nationwide through James Avery crafts jewelry in Texas workshops in Comfort, Hondo and Kerrville, made of the finest materials sourced worldwide. For more information, visit or