“Analytics no longer needs to be a separate application but can be accessed within operational systems to help business users gain the visibility they require. Businesses want to have a cohesive view of information. The ability to embed analytics within an application gives them a new way of deploying analytics without limiting who can access data. Better access to data in general, also helps sell its value overall, providing organizations with the basis to justify budgetary allocations to manage their data more effectively.” Lyndsay Wise ( December 22, 2014 )