In 2016, the business intelligence and analytics market went through another round of growing pains. Companies continued to invest in BI but the ROI of these investments are seemingly stalled as user adoption has reached saturation. But why has this happened, and how can app owners use this predicament to their advantage?
The first sign of tumult came in February as Tableau’s earnings came in lower than expectations and it land and expand strategy was called into question. Its stock tumbled nearly 50% from its close of $81.74 on February 4. Uncertainty in the market also led to Qlik’s purchase by private equity in June.
Despite these firms investing millions in improving the user experience, the bubble has burst on the promise of widespread adoption of and reliance on, standalone self-service tools. This was verified by Logi’s 2017 State of Analytics Adoption report, which found the adoption of these standalone data discovery tools has peaked, and in many cases has begun to decline – down 20% since 2014.
What this tells us is that those data-savvy users who want and use data discovery tools have already adopted these solutions. The broader market either does not see the value these tools offer or they’ve rejected them. This is largely because these tools introduce friction: They require users to exit their usual applications and demand additional training. Data shows that business users want to stay in one place, not jump from application to application to get what they need. In fact, 84% of business users say it’s important for them to be able to access analytics embedded within the applications they’re already using.