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This research provides our view on the forces shaping the evolution of the business intelligence (BI) and enterprise performance management (EPM) markets in 2016, and how they influence those organizations that use, or are planning to acquire analytics solutions to influence or even entirely reshape their organizations.


  • Exploratory analytics is the beginning of the evolutionary endpoint for BI.
  • Smart governance and data management will shape exploratory analytics’ success.
  • Cloud will become the default home for new data.

Features and Benefits

  • Provides a view into what Ovum believes will happen in the analytics market in 2016.
  • Provides a snapshot of the current analytics market and the key players.
  • Discusses the next steps for the analytics market.

Key questions answered

  • How is the analytics market maturing?
  • What is the next step in the evolution of the analytics market?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Business trends and technology enablers

  • Trends in analytics

Exploratory analytics is the beginning of the evolutionary endpoint for BI

  • What do we mean by "exploratory analytics"?
  • What are the capabilities of exploratory analytics solutions?
  • Why exploratory analytics will consume the world of curated, canned analytics
  • Big picture versus exact picture: two valid use cases, not two separate solutions

Smart governance and data management will shape exploratory analytics' success

  • Why data governance needs to adapt
  • We are heading to a hybrid data governance future
  • Architectures that support modular data governance will flourish
  • Self-service data management will come to the fore

Cloud will become the default home for new data

  • No longer just a deployment model, but an engagement model
  • Data gravity is real, but security concerns are largely emotional
  • The business case for cloud analytics is nuanced
  • There is strong vendor support for cloud analytics now

Embedded analytics in transactional applications will take analytics to new horizons

  • Embedding provides incremental benefits in a way invisible to most users


  • Methodology
  • Further reading
  • Author

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