Case Study: FREE NOW achieves unified, scalable self-service analytics for over 50% of its workforce with Tableau Software

FREE NOW unifies data from 13 countries with Tableau, enabling self-service analytics for over 50% of its workforce

FREE NOW (formerly mytaxi), a joint venture between BMW Group and Daimler AG, is Europe’s leading taxi app serving 14 million passengers across more than 100 cities. Rapid expansion into 13 countries left the company with fragmented data silos and an aging monolithic infrastructure, making cross‑company alignment and fast, accurate decision‑making increasingly difficult.

FREE NOW moved to a 100% AWS cloud infrastructure and adopted Tableau as its single analytics layer, unifying data from all countries into one trusted source of truth. The scalable platform enabled self‑service analytics for over 50% of employees (growing from about 15 to over 400 users), improved data trust and governance, and delivered operational gains—such as optimized city service boundaries—that have enhanced service and efficiency for millions of passengers.

Free Now

Andrew Emmett

Head of Analytics