This document discusses using SQL-MapReduce (SQL-MR) for advanced analytical queries. SQL-MR allows parallelization of complex SQL queries using MapReduce functions. It simplifies architectures by eliminating the need for separate data warehouses, datamarts and cubes. SQL-MR enables new forms of analytics like deep, complex, operational and self-service analytics without restricting queries. The marriage of SQL and MapReduce offers significant potential by parallelizing analytical logic processing.