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November 30, 2017Dresner Advisory Services, LLC2017 EditionEmbedded BusinessIntelligence Market StudyWisdom of Crowds SeriesLicensed to MicroStrategy
2017 Embedded Business Intelligence Market StudyDisclaimer:This report should be used for informational purposes only. Vendor and product selections should be made based onmultiple information sources, face-to-face meetings, customer reference checking, product demonstrations, andproof-of-concept applications.The information contained in all Wisdom of Crowds Market Study Reports reflects the opinions expressed in theonline responses of individuals who chose to respond to our online questionnaire and does not represent a scientificsampling of any kind. Dresner Advisory Services, LLC shall not be liable for the content of reports, study results, or forany damages incurred or alleged to be incurred by any of the companies included in the reports as a result of itscontent.Reproduction and distribution of this publication in any form without prior written permission is forbidden.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com2
2017 Embedded Business Intelligence Market StudyDefinitionsBusiness Intelligence DefinedBusiness intelligence (BI) is “knowledge gained through the access and analysis ofbusiness information.Business Intelligence tools and technologies include query and reporting, OLAP (on-lineanalytical processing), data mining and advanced analytics, end-user tools for ad hocquery and analysis,” and “dashboards for performance monitoring.”Howard Dresner, The Performance Management Revolution: Business Results ThroughInsight and Action (John Wiley & Sons, 2007)Embedded Business Intelligence DefinedEmbedded business intelligence is the technological capability to include BI featuresand functions as an inherent part of another application.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com3
2017 Embedded Business Intelligence Market StudyIntroductionThis year we celebrate the tenth anniversary of Dresner Advisory Services and our firstever conference, Real Business Intelligence, which took place on July 11-12 on the MITcampus in Cambridge, Massachusetts!Our thanks to all of you for your continued support and ongoing encouragement!Since our founding in 2007, we have worked hard to set the “bar” high—challengingourselves to innovate and lead the market—offering ever greater value with eachsuccessive year.Our first market report in 2010 set the stage for where we are today. Since that time, weexpanded our agenda and added new research topics every year. For 2017, we plan torelease 15 major reports, including our original BI flagship report—in its eighth year ofpublication.In previous years, we added new topics to our agenda, and 2017 is no exception.Earlier this year, we published our inaugural Analytical Data Infrastructure report andadded data catalog to the existing lineup during Q2.For this, our fifth Embedded Business Intelligence report, we continue to focus on therequirement to make BI capabilities pervasive by including them as a part of otherapplications. Like our other thematic research reports, Embedded BI explores userperceptions and intentions and includes vendor rankings and a buyer’s guide, making ita valuable tool for anyone considering investing in embedded BI products and services.We hope you enjoy this report!Best,Howard DresnerChief Research OfficerDresner Advisory ServicesCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com4
2017 Embedded Business Intelligence Market StudyContentsDefinitions . 3Business Intelligence Defined . 3Embedded Business Intelligence Defined . 3Introduction . 4Benefits of the Study . 7A Consumer Guide . 7A Supplier Tool . 7About Howard Dresner and Dresner Advisory Services . 8About Jim Ericson . 9Survey Method and Data Collection . 10Data Quality . 10Executive Summary . 12Study Demographics . 13Geography . 14Functions . 15Vertical Industries . 16Organization Size . 17Analysis and Trends: Business Intelligence Users . 19Importance of Embedded Business Intelligence . 19Objectives for Embedded BI . 25Adoption of Embedded Business Intelligence . 30Embedded Business Intelligence Architecture . 35Embedded Business Intelligence Feature Requirements . 41Targeted Applications for Embedded Business Intelligence . 47Integration Resources for Embedded Business Intelligence . 53Industry and Vendor Analysis . 60Embedded Business Intelligence Vendor Ratings . 65Vendor Ratings Detail . 66Top Vendors for Embedded BI Architecture. 66Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com5
2017 Embedded Business Intelligence Market StudyTop Vendors for Embedded BI Features . 66Glossary . 67Other Dresner Advisory Services Research Reports . 70Appendix: Embedded Business Intelligence Study Survey Instrument . 71Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com6
2017 Embedded Business Intelligence Market StudyBenefits of the StudyThe DAS Embedded Business Intelligence Market Study provides a wealth ofinformation and analysis, offering value to both consumers and producers of businessintelligence technology and services.A Consumer GuideAs an objective source of industry research, consumers use the DAS EmbeddedBusiness Intelligence Market Study to understand how their peers are leveraging andinvesting in business intelligence and related technologies.Using our unique vendor performance measurement system, users glean key insightsinto software supplier performance, enabling: Comparisons of current vendor performance to industry normsIdentification and selection of new vendorsA Supplier ToolVendor licensees use the DAS Embedded Business Intelligence Market Study inseveral important ways:External Awareness Build awareness for the business intelligence market and supplier brand,citing DAS Embedded Business Intelligence Market Study trends and vendorperformanceCreate lead and demand-generation for supplier offerings through associationwith DAS Embedded Business Intelligence Market Study brand, findings,webinars, etc.Internal Planning Refine internal product plans and align with market priorities and realities asidentified in DAS Embedded Business Intelligence Market StudyBetter understand customer priorities, concerns, and issuesIdentify competitive pressures and opportunitiesCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com7
2017 Embedded Business Intelligence Market StudyAbout Howard Dresner and Dresner Advisory ServicesThe DAS Embedded Business Intelligence Market Study was conceived, designed, andexecuted by Dresner Advisory Services, LLC, an independent advisory firm, andHoward Dresner, its president, founder and chief research officer.Howard Dresner is one of the foremost thought leaders in business intelligence andperformance management, having coined the term “Business Intelligence” in 1989. Hehas published two books on the subject, The PerformanceManagement Revolution – Business Results through Insightand Action (John Wiley & Sons, Nov. 2007) and Profiles inPerformance – Business Intelligence Journeys and theRoadmap for Change (John Wiley & Sons, Nov. 2009). Helectures at forums around the world and is often cited by thebusiness and trade press.Prior to Dresner Advisory Services, Howard served as chiefstrategy officer at Hyperion Solutions and was a research fellow at Gartner, where heled its business intelligence research practice for 13 years.Howard has conducted and directed numerous in-depth primary research studies overthe past two decades and is an expert in analyzing these markets.Through the Wisdom of Crowds Business Intelligence market research reports, weengage with a global community to redefine how research is created and shared. Otherresearch reports include:-Advanced and Predictive AnalyticsBig Data AnalyticsBusiness Intelligence Competency CenterCloud Computing and Business IntelligenceCollective InsightsTMEnd User Data PreparationIoT Intelligence Location IntelligenceHoward conducts a weekly Twitter “tweetchat” on Fridays at 1:00 p.m. ET. During theselive events the #BIWisdom “tribe” discusses a wide range of business intelligencetopics.You can find more information about Dresner Advisory Services atwww.dresneradvisory.com.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com8
2017 Embedded Business Intelligence Market StudyAbout Jim EricsonJim Ericson is a research director with Dresner Advisory Services.Jim has served as a consultant and journalist who studies end-user managementpractices and industry trending in the data and information management fields.From 2004 to 2013 he was the editorial director at Information Management magazine(formerly DM Review), where he created architectures for user andindustry coverage for hundreds of contributors across the breadth ofthe data and information management industry.As lead writer he interviewed and profiled more than 100 CIOs,CTOs, and program directors in a 2010-2012 program called “25Top Information Managers.” His related feature articles earnedASBPE national bronze and multiple Mid-Atlantic region gold andsilver awards for Technical Article and for Case History featurewriting.A panelist, interviewer, blogger, community liaison, conference co-chair, and speaker inthe data-management community, he also sponsored and co-hosted a weekly podcastin continuous production for more than five years.Jim’s earlier background as senior morning news producer at NBC/Mutual RadioNetworks and as managing editor of MSNBC’s first Washington, D.C. online newsbureau cemented his understanding of fact-finding, topical reporting, and serving broadaudiences.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com9
2017 Embedded Business Intelligence Market StudySurvey Method and Data CollectionAs with all our Wisdom of Crowds Market Studies, we constructed a survey instrumentto collect data and used social media and crowd-sourcing techniques to recruitparticipants.We include our own research community of over 5,000 organizations as well ascrowdsourcing and vendors’ customer communities.Data QualityWe carefully scrutinized and verified all respondent entries to ensure that only qualifiedparticipants are included in the study.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com10
2017 Embedded Business Intelligence Market StudyExecutiveSummaryCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com11
2017 Embedded Business Intelligence Market StudyExecutive Summary Users rank embedded BI technology 12th among 33 topics under our study in2017. Over time, the perceived overall importance of embedded BI increasedrapidly (pp. 19-24). Vendor sentiment is at an all-time high in 2017 (p. 60).The most important objective for embedded BI is "in-context insights andanalysis." Broadening access internally is the next most important (pp. 25-29).We characterize adoption of embedded BI as strong and increasing year overyear. More than half of respondents already use embedded BI, sharply up yearover year. R&D, BICC, and IT are likely early adopters (pp. 30-34).Users seek and prefer lightweight embedded BI architecture, most often throughHTML and web services. Other architectures are not growing in 2017 (pp. 35-40).Industry support for embedded BI architecture closely mirrors user requirements(pp. 61-62).Users most want features in embedded BI that can manipulate non-static BIobjects through drill-down and filtering. Single sign-on is also important (pp. 4146). Industry support for user feature requirements is strongly supported (pp. 6364).Internally developed apps and web portals are the most likely application targetsfor embedded BI, and most app targets are for internal users (pp. 47-52).Central IT is the most likely integration resource for embedded BI, but businessanalysts increasingly take hands-on integration roles (pp. 53-58).Embedded BI vendor ratings are shown on p. 65.Copyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com12
2017 Embedded Business Intelligence Market StudyStudyDemographicsCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com13
2017 Embedded Business Intelligence Market StudyStudy DemographicsOur study includes a cross-section of data across geographies, functions, organizationsize, and vertical industries. We believe that, unlike other industry research, thissupports a more representative sample and better indicator of true market dynamics.We constructed cross-tab analyses using these demographics to identify and illustrateimportant industry trends.GeographyNorth America, which includes the U.S., Canada, and Puerto Rico, represents 66percent of respondents (fig. 1). EMEA accounts for the next largest group (24 percent),followed by Asia Pacific and Latin America.Geographies Represented70%66%60%50%40%30%24%20%10%7%3%0%North AmericaEurope, Middle East andAfricaAsia PacificLatin AmericaFigure 1 – Geographies representedCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com14
2017 Embedded Business Intelligence Market StudyFunctionsIT (33 percent), the Business Intelligence Competency Center (BICC) (19 percent), andExecutive Management (16 percent) are the functions most represented in ourembedded business intelligence sample (fig. 2). This functional mix is similar to our2016 survey.Examining trends and behavior by function helps us compare and contrast plans andpriorities in different areas of organizations.Functions 0%Figure 2 – Functions representedCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com15
2017 Embedded Business Intelligence Market StudyVertical IndustriesRespondents from Technology (14 percent), Healthcare (8 percent), and FinancialServices (8 percent) are represented most in our 2017 sample, followed by Consulting,Education, and Telecommunications (fig. 3). We include responses from consultants—who often have greater interaction with initiatives and deeper industry knowledge thanmany customer counterparts. This also yields insight into the partner ecosystem for BIvendors.Vertical Industries Represented16%14%14%12%10%8% 8%8%6% 6%6%6%5%4% 4% 4% 4%4%3%2% 2% 2% 2% 2% 2% 2% 2%2%1% 1% 1% 1% 1% 1% 1% 1% 1%0%Figure 3 – Vertical industries representedCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com16
2017 Embedded Business Intelligence Market StudyOrganization SizeRespondents reflect a mix of organizational sizes and structures (fig. 4). Smallorganizations of 1-100 employees represent 32 percent of the sample. Mid-sizedorganizations account for 27 percent, and the remaining 41 percent of respondents arefrom large organizations with more than 1,000 employees.Organization Sizes Represented35%32%30%27%25%22%19%20%15%10%5%0%1 - 100101 - 10001001 - 5000More than 5000Figure 4 – Organization sizes representedCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com17
2017 Embedded Business Intelligence Market StudyAnalysis andTrendsCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com18
2017 Embedded Business Intelligence Market StudyAnalysis and Trends: Business Intelligence UsersImportance of Embedded Business IntelligenceAmong the 33 strategic business intelligence topics we currently study, embedded BItechnology ranks 12th (fig. 5). This finding (identical to 2016), places embedded BI nearthe top third of all technologies and initiatives strategic to business intelligence, behindthe most mainstream BI practices (reporting, dashboards, and end-user self-service) butahead of other widely discussed initiatives including cloud, big data, and Internet ofThings. This reflects continuing high demand for embedded technologies and ananticipation of future deepening business intelligence/analytics penetration.Technologies and Initiatives Strategic to BusinessIntelligenceReportingDashboardsAdvanced visualizationEnd-user "self-service"Data warehousingData discoveryData mining, advanced algorithms, predictiveData storytellingIntegration with operational processesMobile device supportEnterprise planning / budgetingEmbedded BI (contained within an GovernanceEnd-user data preparation and blendingCollaborative support for group-based Data catalogSearch-based interfaceCloud computingIn-memory analysisBig Data (e.g., Hadoop)Location intelligence / analyticsAbility to write to transactional applicationsStreaming data analysisPrepackaged vertical / functional analytical Cognitive BI (e.g., Artificial Intelligence- Text analyticsNatural language analytics (natural language Social media analysis (Social BI)Open source softwareComplex event processing (CEP)Internet of Things (IoT)Edge computingVideo analyticsCritical0%Very important20%Important40%60%Somewhat important80%Not important100%Figure 5 – Technologies and initiatives strategic to business intelligenceCopyright 2017 – Dresner Advisory Services, LLChttp://www.dresneradvisory.com19
2017 Embedded Business Intelligence Market StudyAcross five years of study, the overall importance of embedded
The DAS Embedded Business Intelligence Market Study was conceived, designed, and executed by Dresner Advisory Services, LLC, an independent advisory firm, and Howard Dresner, its president, founder and chief research officer. Howard Dresner is one of the foremost thou
