The 2026 Business Tech Conference explored new ways to improve performance and drive innovation. Among the session highlights was the Atlas Reporting® panel, where eight companies demonstrated how they turn data into actionable insights that streamline operations, increase profitability, and unify systems.
In the months ahead, we’ll break down each panelist’s strategy and show how ADD clients are using data to work more effectively. This iteration highlights Atlas panelists Williams Energy and St. Joe Petroleum.
Williams Energy
Williams Energy from Braintree, Massachusetts offers heating oil, propane, plumbing, HVAC, and electrical services. Gavin Williams, their General Manager, highlighted how they use two specific reports: Credit Card Log and Liquid Product Prices.
“Atlas Reporting has been a strong tool for our team,” said Williams. “It gives us the visibility we need to stay on top of both customer account updates and daily pricing, without relying on manual processes. Reports like the Credit Card Log and Liquid Product Prices help us keep our data current, reduce errors, and make sure everyone is working from the same information. That consistency allows us to respond more quickly, improve our day-to-day operations, and provide a better overall experience for our customers.”
The Credit Card Log Report helps Williams keep up with customer card changes as they happen, so their team is always working with the latest payment info. When customers update their billing information on the customer portal, they’re listed in this internal report, notifying them of the changes and what credit cards are being added or removed. Customers may also be configuring their notifications to receive emailed receipts and other communications. The automated Atlas report keeps everyone in sync to ensure the best customer service experience.
The Liquid Product Prices Report is an automated email report that keeps Williams’ team updated on the latest fuel pricing, with clear visibility into both current and past prices so they can make better decisions to protect margins. This is especially important when the market pricing is volatile. The Atlas report eliminated the manual updates to a spreadsheet, saving time, cutting down on errors, and making it easier for the team to stay aligned day to day.
St. Joe Petroleum
St. Joe Petroleum is from St. Joseph, Missouri. They sell fuels such as diesel, gasoline, and kerosene, as well as providing lubricants. They also operate convenience stores. Jeff Bachman, Retail Operations Manager, details how they use a Weekly Category Margin Analysis and a Weekly Fuel Analysis Report to optimize their operation.
“Atlas Reporting is a valuable tool for our business,” said Bachman. “It gives us insights that help us identify and correct day-to-day issues such as inventory discrepancies and margin opportunities. It also allows us to take a deeper dive into sales and performance data, helping us make informed decisions that improve our overall business. Atlas offers additional reports and capabilities that we are excited to explore to drive future growth and efficiency.”
The Weekly Category Margin Analysis helps them hone in on specific convenience store activity and immediately spot and address any discrepancies. Jeff recently restructured one of his categories, and the report helped identify that a missing audit was needed for the proper adjustment. The report has also helped with monitoring margin slip due to rebates that need renewal.
Jeff also monitors their gasoline trends and margins with the Weekly Fuel Analysis Report. The report is broken down by fuel grade to help them quickly analyze trends across 13 weeks. It also allows them to hone in on important metrics, like cents per gallon (CPG) margin. With fuel prices fluctuating and tight margins, this metric cuts through the noise by providing constant visibility.
Using Data to Empower Your Business
The Atlas panel showed that while each business takes a unique approach, the value of clear, actionable data is shared by all. From strengthening margins to streamlining reporting, Williams Energy and St. Joe Petroleum highlighted how Atlas Reporting supports more confident decision-making. In the coming months, stay tuned to learn about the ways more ADD clients use Atlas.
If you’d like to learn more about Atlas Reporting, click here or email us at sales@addsys.com. To view the previous iteration of this blog series, click here.
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