Every industry is awakening to the incredible power of analytics. To truly become a successful data-driven organization, explore embedding intelligence into line of business applications and processes. In this article and in an upcoming webinar, I will discuss why and how to integrate analytics to deliver insights when and where decisions are made.
What is Embedded Analytics
Embedded analytics is the integration of BI, predictive and prescriptive capabilities directly into applications. For example, providing interactive reporting, forecasts, or proactive alerting within a CRM, ERP, EHR/EMR, web site, intranet or mobile app. Embedded analytics users can securely review or create reports right within the governed application environment without having to open another stand-alone application or portal.
Data-driven companies best kept secret…infusing analytics everywhere
Most line of business applications include limited reporting but they often lack rich embedded analytics functionality. By seamlessly unifying powerful analytics features within applications, users can get insights when and where they need it to act quickly and optimize outcomes.
Why Embed BI and Analytics
Per Gartner’s Magic Quadrant for Business Intelligence and Analytics Platforms 2017, “Extensibility and embeddability will be key drivers of expanded use and value. Organizations can expand use through either offering business people, both internal users and customers, more automated tools or by embedding analytics in the applications they use — or some combination of both. The ability to embed and extend analytics content in the user context will be a key enabler of more pervasive adoption of and value from analytics.”
Personally, I am convinced that it is easier to bring analytics to the user than to change a user. Selling change just might be the biggest self-service BI adoption barrier. Historically analytics adoption has hovered at around ~22%. Mobile BI has been shown to increase adoption up to 40% in the past. What can we do to motivate most of our users to embrace analytics?
Self-service BI tools today are simple and amazing. However, users might not have the time, skills, patience, or ambition to look up information in another stand-alone analytics application or reporting portal. It might not even be practical or convenient – especially if they are working outside the office.
It is easier to bring analytics to the user than to change a user
Embedding analytics keeps users productive within existing business process flows and apps that they already are using. By integrating intelligence, organizations can close that huge analytics adoption gap.
Types of Embedded BI and Analytics
There are a wide variety of approaches to integrating analytics ranging from adding basic hyperlinks with parameters, using HTML iframes aka ‘YouTube-like” embedding to true analytics amalgamation with rich SDKs, APIs or even OEM/White Label options.
Recently there has been more use of artificial intelligence and natural language generation (NLG) along with embedded analytics to further simplify interpreting shown metrics and charts for the masses. I do expect NLG and voice technologies to truly alter the human computing experience soon. We are already witnessing how popular analytics bots, Alexa and other digital assistants are becoming.
If you have not done so already, check out the latest Internet Trends Report by Mary Meeker of Kleiner Perkins. It is always an awesome outlook on current and disruptive trends that will change our world. As NLG accuracy improves and more users give it a try, they keep on coming back. NLG voice-based solutions are already rapidly replacing typing when it comes to mobile apps. For example, in May 2017 nearly 70% of requests to Google Assistant were conversational versus only 20% last year.
How To Integrate Analytics