Analytics and Self Service

A White Paper
Eight Must-Have Criteria for
Self-Service Analytics
The Information Builders Approach
WebFOCUS iWay Software Omni

1 Introduction
2 Tools Vs. Apps: Which is Better for Self-Service Analytics?
3 Eight Must-Haves When Choosing the Right Analytics Platform
6 Self-Service Analytics and Applications for Everyone
6 For Business Analysts, Power Users, and Developers
7 For Management, Operational Employees, Business Partners, and Customers
8 Maximum Scalability
8 Optimum Data Quality
9 Conclusion
Table of Contents

Information Builders1
Introduction
Self-service analytics puts enterprise information directly into the hands of your decision-makers,
thereby increasing agility, broadening business intelligence (BI) penetration, and reducing reliance
on IT staff. If you develop a comprehensive strategy and implement the right supporting tools
to meet the needs of all user communities, you’ll go a long way toward ensuring the success of
these analytics.
Executives, operational employees, customers, partners, and other business users make better and
faster decisions when they get single-click access to relevant, real-time analytic content. Analysts and
power users need to perform deep data manipulation to uncover trends, patterns, relationships, and
anomalies. When developers and IT staff use powerful, yet intuitive tools to make robust analytic
content available to all, they provide data services and analytics in ways that make them heroes
instead of bottlenecks.
If you want to give your users exactly what they need, when and how they need it, deploy an
enterprise analytics and applications platform with a broad range of features to satisfy the widest
range of information requirements. Make self-service analytics part of a wider-reaching enterprise
strategy that blends traditional approaches to analytics with dashboards, data discovery, self-
contained analytic apps, and other self-service capabilities. This will enable power users to perform
highly complex or multi-faceted analyses – even publishing and sharing sophisticated, interactive
analytical environments to end user communities – while giving non-technical business users
fast, easy ways to answer specific questions or investigate and solve certain problems. It will also
free up IT staff to pursue new ways to meet growing demands for information, which will make
everyone more successful.
In our previous white paper, “Reinventing Self Service for the New Era of Analytics: How IT Can
Empower Business Users in the Data-Driven Generation”, we discussed the need for self-service
analytics, and the challenges organizations face when trying to satisfy different user types and
ensure that enterprise data is self-service ready. In this paper, we’ll share eight critical factors
for self-service success. From flexibility and usability to scalability, security, and data quality,
considering these criteria when choosing a self-service analytics solution will ensure that everyone
is able to make better decisions, faster. We’ll prove it too, with real-world success stories based on
Information Builders’ suite of intelligence, integration, and integrity solutions.

Eight Must-Have Criteria for Self-Service Analytics2
Some companies turn to analytical solutions to satisfy self-service demand. Vendors claim these
solutions are ideal for business users, but they’re really tailored to analysts and power users with
more advanced technical skills. Users with limited technical savvy, such as operational employees,
customers, and partners, remain in the dark.
Analytics that are simple, precise, and focused on a specific business problem will satisfy the non-
technical business users that make up the majority of your information consumers. The success
of the apps market demonstrates a transformation in how these stakeholders want to access and
interact with enterprise data.
But apps alone aren’t enough for your analysts and power users, who want more sophisticated
capabilities to address their complex information requirements. An effective self-service strategy –
one that meets the needs of all user types – calls for a combination of apps and tools.
Ameritas, a provider of insurance and financial products, created self-service dashboards and
analytic apps that streamline billing, enrollment, and reconciliation processes for Group Insurance
customers. Business users simply select the content they want to see and drag it onto their portal
to easily interact with data, answer specific questions, and solve unique problems.
Mobility also drives increased need for self-service analytics apps. Few traditional analytic solutions
are mobile optimized. They provide only static data or offer very limited interactivity, rather than
delivering engaging and interactive analytics to any device.
Logistics service provider AJ Logistics understands the importance of mobility in self-service
analytics. AJ’s clients – who spend most of their time on location at various job sites – access
a comprehensive self-service environment via their iPhones and iPads to simultaneously track
multiple projects, obtain status updates, issue commands, generate invoices, manage inventory,
and schedule deliveries.
Tools Vs. Apps: Which is Better for Self-Service Analytics?
Customer-Facing Analytics
Ameritas and AJ Logistics leverage customer-facing analytics. An essential part of
self-service, customer-facing analytics boost value by increasing pervasiveness and
extending decision-making capabilities to even more users. They also demonstrate
the need for simple and intuitive apps in addition to more sophisticated analytic and
data discovery solutions, so customers can interact with analytic content, without
learning a specific tool.

The best self-service environments optimize the user experience through a secure, interactive,
intuitive, and personalized environment for information access and analysis. Consider the eight
characteristics below when choosing a platform to support your self-service analytics strategy.
1 Usability
An intuitive interface will promote high levels of pervasiveness and maximize return on
investment. Analysts and power users can start with a blank slate and build sophisticated analyses.
Non-technical business users will get simple, straightforward apps that let them interact with
information with little or no training. And business analysts and IT staff will have a comprehensive,
yet user-friendly way to publish, share, and operationalize insights for all information consumers.
Major grocery retailer Food Lion created an intuitive self-service analytics and reporting
environment that allows managers to access financial information via the corporate intranet,
and automatically schedule the distribution of daily sales results by e-mail. Sales and financial
information is now received days to weeks sooner, and managers perform better analysis
of weekly store promotions, quickly detect buying patterns, and respond to changes in the
marketplace.
North American Lighting shares more than 100 reports, dashboards, and BI apps with workers
through a convenient and visually compelling interface for instantly analyzing and interacting with
complex data sets. This consistent, real-time view of plant operations and performance accelerates
the planning of production schedules, ensures that orders are filled efficiently, and enables more
accurate tracking of customer shipments.
2 Scalability
Breaking out of the tool mentality will make self-service analytics available to a larger number of
stakeholders and create an environment that serves both power users and non-technical users.
Environments that are user friendly expose more information to more consumers.
Furthermore, a scalable underlying architecture will effectively support a growing user base,
without driving up hardware and maintenance costs – even when the number of users reaches
into the hundreds of thousands. Licensing is also an important consideration. Many analytic
solutions offer licenses for named users only, which increases software-related expenses. A
solution with a more flexible licensing model supports the largest number of users at the lowest
total cost of ownership.
Scalability was important for global retailer Ace Hardware when it extended decision-making
capabilities to all types of internal and external users. The company built a universal self-service
analytics and reporting platform to accommodate corporate users, customers, retail partners, and
suppliers. Field staff monitor vendor performance and improve merchandising programs, while
10,000 users get accurate information wherever and whenever they need it.
Eight Must-Haves When Choosing the Right Analytics Platform

3 Security
Data security is crucial when opening up analytics to new audiences. Preventing unauthorized
viewing of confidential information is even more important when data is shared among external
user groups like customers and partners. A platform with multiple levels of security creates a
comprehensive, tightly integrated security net for the most sensitive data and applications.
4 Data Services and Integration
Data services and integration allow IT to enable the data environment and open up all information
– from internal systems like CRM, ERP, and legacy applications, as well as social, cloud, mobile, and
other sources – to all your end users.
5 Functionality
A broad range of capabilities, delivered through a single integrated platform, will address the
unique needs of the many types of information consumers in your organization. A unified
environment with dashboards and scorecards for executives; data visualization and predictive
analytics for analysts and power users; self-contained analytic apps for employees, customers,
partners, and other business users; and robust development tools for IT staff will promote
pervasiveness by giving each user exactly what they want. It’s even better if that functionality
is available as needed, so it can be easily purchased and plugged into the environment as your
requirements evolve.
Elavon, a full-service credit card processing company, provides consolidated, comprehensive
analytic, mobile, and reporting capabilities to executives and field staff through a three-tiered
application comprising analytic dashboards for 600,000 merchants, self-service reports for
business analysts, and structured ad hoc reports for employees. Full mobile capabilities offer
support for the native interface characteristics of any smartphone or tablet. The self-service
environment enhances many critical facets of Elavon’s operations – from sales and marketing to
business planning and customer service.
6 Performance
End users expect superior performance from self-service analytics, even when large data volumes
are processed or a high number of queries are generated. Slow response times can lead to
frustration, or even abandonment of the environment altogether. A supporting platform with the
right performance-related features will optimize performance at all times, even when working
with high volumes of data or responding to a large number of simultaneous queries.

7 Personalization
Information is only truly relevant when users can tailor it to their very specific needs. Giving users
full control over what they see and how they see it will drive greater levels of BI pervasiveness.
8 Information Integrity
Accuracy, consistency, and completeness are important when information is shared with a broad
user base. An underlying platform with fully integrated data quality management ensures that all
data is timely, trusted, and readily available for self-service access.
Big Data
Massive volumes of data, sometimes from unstructured sources, flood many
environments in real time. Providing self-service access to this big data can pose
challenges. A comprehensive platform with all the capabilities highlighted here will
empower your users with a fast, convenient way to interact with big data.

An enormous gap exists between empowered and disenchanted users. Sixty-four percent
of respondents in a recent TechTarget survey rated the success of their self-service project as
“average” or lower. The amount of training required by most self-service tools, and the complex or
confusing nature of the solutions in place, were among the reasons cited.
Information Builders provides a unique combination of features to give all users self-service access
to timely, relevant, and trusted information, regardless of their requirements or skill set. A reliable,
high-performance architecture meets the most rigid security requirements and easily scales to
support large self-service environments with hundreds of thousands of users.
Differentiated Self-Service: Tools for analysts and InfoApps for the masses.
For Business Analysts, Power Users, and Developers
Building on the industry-familiar Microsoft Office Ribbon Interface, WebFOCUS App Studio
simplifies user experience and workflows. Developers can create application content immediately,
without a costly and time-consuming learning curve. App Studio dramatically increases
development efficiency by eliminating the need for developers to use multiple tools to piece
together an analytic application.
Self-Service Analytics and Applications for Everyone

Developers and IT teams can build rich, engaging self-service analytic environments and much
more with WebFOCUS App Studio. This robust application development platform eliminates
the complex multi-tool paradigm that exists with most other solutions and provides a single, fully
integrated environment for rapidly designing and creating any type of analytic content.
With WebFOCUS InfoAssist, analysts have the power to assemble information into highly
complex charts, dashboards, and other analytics from multiple information sources. These
analytics can then be shared with non-technical users to reduce IT backlog and make business
units more self-sufficient. They can also gain deeper insight from all kinds of data. Business
analysts can author beautiful data visualizations, or retrieve and decipher data from spreadsheets,
departmental databases, enterprise data warehouses, and third-party data sources faster than ever
before. Multiple charts, graphs, maps, and other visualization styles can be combined into analytic
dashboards and interactive InfoApps™, then published to other users via the web and mobile
devices, to help find the answers to pressing questions and issues.
For Management, Operational Employees, Business Partners, and
Customers
WebFOCUS empowers non-technical business users with intuitive ways to independently access
and analyze enterprise information.
Data-savvy business users and developers can publish and share InfoApps, which deliver
interactive analytic content such as data visualizations, charts, graphs, and reports to business
users through a portal for an easy “app store-like” experience. InfoApps go beyond dashboards by
offering a variety of controls and filters on a custom user interface to aid in decision support.
With WebFOCUS, you can also create powerful self-service environments that include:
■■ Customizable dashboards and reports to satisfy the need for financial statements, analytics,
charts, forecasts, scorecards, and more
■■ Guided self-service, which provides familiar controls that allow users to create millions of
permutations from a single report
■■ Active Technologies, which combine data and analytical capabilities in a single analytical
document for offline analysis
■■ Advanced analytics, such as data visualization and predictive analytics, to facilitate insight
■■ BI Portals, to serve as a dynamic repository, management, and distribution system for InfoApps,
dashboards, visualizations, and other BI content

Maximum Scalability
Information Builders’ solutions are the most scalable on the market today – up to 1,000 times more
scalable than competing applications. Other vendors boast about scalability, but are referring
to the amount of data that can be processed, or the number of reports that can be generated.
Others claim their products support large user bases, but won’t tell you the amount of resources
required to do so. Information Builders’ solutions minimize the hardware, software, and staff
needed to implement and maintain large-scale self-service environments.
Optimum Data Quality
Fully integrated solutions promote data quality and play an integral role in the data strategy that
supports successful self-service environments. iWay tools and Omni products from Information
Builders ensure that data is always timely, trusted, and readily available for self-service access.
■■ Real-time data quality management and profiling maximizes the consistency, completeness,
and correctness of data across all information assets
■■ Data governance allows data stewards and other stakeholders to manage and control
information at every stage and in every system
■■ Master data management (MDM) consolidates millions of records, and makes unified and
validated master data instantly available to a wide range of enterprise applications and systems

With the right supporting technologies, you can effectively and economically meet the self-
service needs of everyone – from executives, operational employees, customers, and partners
to power users and developers. An underlying platform that is intuitive, flexible, and feature-
rich ensures a superior, personalized user experience, while promoting security, performance,
scalability, and information integrity.
The Information Builders suite of intelligence, integration, and integrity solutions enable self-
service success by giving you tools for publishing, sharing, and operationalizing insights for users
across your enterprise. Companies like Ameritas, AJ Logistics, Ace, North American Lighting,
Elavon, and Food Lion rely on Information Builders to support self-service environments that
increase productivity, enhance decision-making, and drive better business performance.
Conclusion
Want to Learn More?
To find out more about leveraging the power of self-service analytics, read Information Builders’
white paper, “InfoApps™: The New Era of Self-Service Analytics.”

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