Gartner defines analytics and business intelligence platforms (ABI) as those that enable organizations to model, analyze and visualize data to support informed decision making and value creation. These platforms facilitate the preparation of data and the creation of interactive dashboards, reports and visualizations to uncover patterns, predict trends and optimize operations. By doing so, they empower users to collaborate and effectively communicate the dimensions and measures that drive their organization. The platforms may also optionally include the ability to create, modify or enrich a semantic model, including business rules. Analytics and business intelligence platforms integrate data from multiple sources, such as databases, spreadsheets, cloud services and external data feeds, to provide a unified view of data, breaking down silos and transforming raw data into meaningful insights. They also allow users to clean, transform and prepare data for analysis, in addition to creating data models that define relationships between different data entities.
Augmented analytics uses AI to automate analytics workflows in platforms, contextualizing user interfaces with automated insights, generative storytelling explanations and collaborative exploration. Driven by machine learning (ML) and generative AI, augmented analytics enables natural language queries and personalized analytics catalogs. It democratizes advanced analytics with augmented data ingestion, data preparation, analytics content and DSML model development. It also curbs human biases and accelerates insights for diverse users.
Gartner defines integration platform as a service (iPaaS) as a vendor-managed cloud service that enables end users to implement integrations between applications, services and data sources, both internal and external to their organization.
Marketing dashboard tools collect and integrate marketing data from multiple sources, visualize it, and enable visualization and exploration through a web-based interface. The technology helps marketers deliver near-real-time data and reporting to stakeholders across the marketing organization and the enterprise. These tools cater to the business user rather than the technical professional, as they do not require you to manage a data warehouse or to define a semantic layer. The market features SaaS-based offerings from large, diversified providers as well as small pure-play vendors. Some of these sell marketer-focused solutions, and others have tailored their IT-focused offerings to this new buyer segment.