As technology advances, consumers' expectations of personalization and location-based services continue to rise. To address this, businesses need the ability to track real-time and historical data, putting both in context. Real-time streaming captures immediate events, while historical data provides context by analyzing past activity. The combination of both is crucial for operationalizing analytics and making informed decisions. A simple software approach, such as SingleStore's in-memory database with a disk-based column engine, can help businesses cover the spectrum from high-value to high-volume data, allowing them to independently address and work with both types of data in simple operations.