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There is currently a wave of convergence in the self-service analytics market where vendors are offering increasingly comparable platforms. This report assesses the different investments made by vendors to try to differentiate themselves and offers insight about what features will attract new users.


  • Ovum believes evolution of the UI/UX and data management tools will hold the greatest appeal to enterprises. Users should not be concerned about data’s location, scale, or type, as they will expect to visualize trusted data through a code-free UI.

Features and Benefits

  • Assess the vendors and features defining the self-service analytics market today.
  • Explore the development of self-service analytics' capabilities and how they are evolving to meet changing enterprise requirements.

Key questions answered

  • How is end-user demand for self-service analytics changing?
  • Which analytics features are likely to add the most value to enterprises?

Table of contents


  • Recommendations for vendors
  • Recommendations for enterprises

The emergence of self-service analytics

  • A failure to meet new demand led to the emergence of self-service analytics
  • Initial challenges to self-service analytics platforms

Where is the market for self-service analytics in 2017?

  • Under the hood, powering the UX: cloud and AI
  • A converging market

Differentiating tools by making them more accessible is the future

  • Enterprise requirements should dictate direction
  • Increasing accessibility through a revised business model
  • More powerful data analysis and forecasting
  • Improving platform integration into the data landscape
  • Towards an intuitive, human UI
  • Investing in data management to strengthen trust and confidence in self-service analytics

Growing self-service analytics depends on growing its visibility in and value to the enterprise

  • Adding value with data management tools to handle small and big data
  • A code-free, human UI to bring the next users


  • Methodology
  • Further reading
  • Author

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