Apple’s Siri, Amazon’s Alexa, and Google’s Personal Assistant don’t require their users to open a separate application. In fact, their path to adoption is based on invisible integration: they’re just there if you ask. This is the method that Ovum predicted in 2005 (perhaps a little early) that enterprise applications vendors would adopt to add value to and differentiate their solutions. Well, better late than never, and as we wrote in our 2017 Trends to Watch for analytics, "Embedded analytics is, in Ovum's view, the means by which analytics comes to a mass market."
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