Welcome to the Future of Guided Analytics: Introducing Insights-as-a-Service

SAme BI, DIFFerent DAy.

For 45 years, companies have been trying to solve the same problem — how to

organize and make sense of the information they need to run their business.

The good news is that, since Business Intelligence (BI) became a thing way back

in 1970, a lot more tools have been added to the proverbial tool kit, which in it’s

earliest stages consisted mostly of data warehousing tools provided by early

innovators, like IBM. Companies today have access to much more sophisticated

solutions to not just store their data, but bring it together and organize it into

dashboards and reports in an effort to extract meaning.

the reality is, most businesses are still challenged to turn data into results.

Sure, the tools have become more sophisticated, but not as fast as the

requirements have become more complicated. Business is moving faster

than most business intelligence solutions and providers can keep up.

The volume, variety, velocity, and most importantly, the value of big data

to an organization are outpacing not just the tools themselves, but companies’

and users’ ability to implement and use BI solutions effectively.

1970 1980 1990 2000 2010

Disparate records

and information

stored in the

first database

MRP, order entry

and accounting

solutions released

with slow, EOD

or weekly

batch-loading

capabilities

ERP systems

bring together

many solutions

within a central

database for

company-wide

reporting.

ETL allows for

growth. Data

querying messy

and unreliable.

Business Intelligence

is established as

a known term.

The first official BI

tools are released-

Cognos and

Business Objects.

First virtualized

(cloud) databases

take storage

into the terabytes,

and set the

stage for the

first wave of

exec dashboards.

LucidEra, one

of the first SaaS

BI providers,

begins offering

revenue and

sales analytics

on SFDC

AppExchange.

Large stack

vendors still

own 2/3 of

BI market.

LucidEra ceases

operations. SaaS

vendors GoodData

and Birst offer safe

harbor programs

for their customers

to continue doing

cloud BI.

Cloud BI begins

gaining traction

as sources and

scale climb.

Templatized

applications

emerge

focused less

on technology

and more on

user needs.

GoodData

becomes the

first entrant in the

Insights-as-a-Service

space, delivering

user driven BI

solutions that start

with insight.

Gartner notes

a shift of BI

ownership to

business groups,

as users struggle

to turn social,

marketing and sales

data into insight

in an effort to

move ahead of the

competition.

Digital data

grows to 1227

exabytes annually.

BI is pervasive in

35% of companies,

as people consume

3.6 zettabytes

of data. Data

sources multiply.

Data volume grows

to 161 exabytes

a year, IT teams

struggle to maintain

governance while

meeting growing

user needs. Business

users begin to make

BI decisions. And,

smartphones become

a thing.

Web based data

(social, internal,

SaaS) begins to

stress database

capabilities. Data

volume has hit 5

exabytes annually.

Volume, variety

and velocity

become challenges.

1.5 exabytes of

data is produced,

signaling the

advent of the

big data era.

The pressure

begins for IT to

deliver reports in

hours, not weeks

to business users

and execs.

ETL and data

warehousing

becomes the norm for

companies looking

to store increasing

amounts of data and

do faster reporting.

Vendors like Prism,

Informatica, and Ab

Initio lead the space.

Spreadsheet software

Lotus 1-2-3 is released,

for the first time users

can begin to access,

organize and control

their data.

IBM releases the first

PC. Transactional and

user-generated data

begins to grow at an

exponential rate.

BI technoloGy

BI requIrementS

WhAt’S the ProBlem here?

After almost half a century, why hasn’t the industry matured? The reason

BI hasn’t moved from the growth phase to the mature phase is because

the problem is always changing. That’s great news for cloud–based business

intelligence service providers like us who are continually challenged to innovate,

but not so great for the companies that depend on BI to deliver the insights

they need to grow their business and stay ahead of the competition.

So what’s the problem now? Believe it or not, as we sit in the middle of the

digital age, in an environment where everything is connected (people, devices,

machines and even things) — according to Gartner, the issue is communication.

Communication between the data we crave, the technology we need, and the

people who use it.

SAD FAct oF the DAy: 80% of BI Projects Still Fail.

% of win% of fail

PeoPle:75% of employees are now information workers, 100%

of business users still fighting with IT over speed/ease

of use vs. security/scale.

technoloGy:5 distinct, ever–changing technologies, most vendors

only handle 1-3.

DAtA:2.5 quintillion bytes of (potentially untrustworthy) data is

produced every day, most vendors not prepared to do the

dirty work on connection, integration, cleansing & quality.

Who’S DrIvInG the BuS...IneSS IntellIGence?

OK, it’s a bad joke, but still a good question. Who’s in charge of BI now on

the enterprise side? We know that vendors are working fast and furiously to

solve the challenges in connecting technology, data and people. (As a side

note, GoodData is end-to end across all 5 technologies. Plus we integrate

cloud data sources better than any solution on the market, seriously crushing

the competition at social and digital.) But who’s responsible for fixing the

disconnect on the corporate side of the equation?

You might be surprised. While IT is still actively involved in the process of

vetting and implementing BI solutions, business users are the ones driving

demand. A recently published Gartner report, “Market Trends: Business

Intelligence Tipping Points Herald a New Era of Analytics”, explains that

four distinct tipping points will accelerate the adoption of business intelligence

and analytics in 2014 and onwards — moving the market beyond systems analytics,

and even business analytics, into true personal analytics. One of those tipping

points? The need for real data discovery.

That’s right, CEOs, CMOs, CSOs, business unit managers and the analysts that

support them — are who’s driving requirements and the BI selection bus now.

And what do they want? They want insights, they want them fast, and they don’t

want to have to jump through hoops, or become a data scientist to find them.

This represents a huge shift from the days where older, semantic–layer architectures

fit the bill, to a new era where BI must be analysis (or better yet, insight) –centric,

instead of reporting–centric. (Read more about this trend on our blog)

What does that translate into in terms of platform requirements?

eASe oF uSe:Self-service exploration

PerSonAlIzAtIon:Customizable dashboards

SPeeD oF InSIGht:in memory data repositories

Fun FAct oF the DAy: 50% of Net-New Buying in BI Will Be Driven by Data Discovery Requirements in 2014.

let’S extrAct Some meAnInG

So what does this leave us? BI is now being led by business units and managers,

instead of corporate systems and IT. This changes everything.

Gartner suggests that the fundamental shift from reporting to analysis will disrupt

the market, allowing more agile entrants in the market to grab share from or even

displace legacy vendors, as they deliver new, differentiated capabilities focused

more on people and less on technology. The ones that will be the most successful

are those that can solve the communication (and enablement) challenges, allowing

users achieve faster discovery of critical business insights, while still conforming to

IT’s governance needs.

At the forefront of that fray? GoodData.

With major feature additions to our Open Analytics platform, we’re leading the

way into a bold new world of BI. See, the way we’re looking at things is that this

whole time — BI has been upside down in its approach. It’s been so heavily focused

on solving the technology and data portions of the communication conundrum with

infrastructure solutions — that the users (and the business context that they maintain)

have been left out in the cold.

Communication is the key to successful BI — but the real communication problem

has been between people, data and the insights they need to drive their business

forward. With business units now holding the proverbial keys (and budgets) to

the future of BI — we, and our competitors are being challenged to deliver solutions

that put decision-makers at the center, taking customers beyond the barriers of

traditional BI.

IntroDucInG InSIGhtS-AS-A-ServIce

As we enter this new era, with business users and units leading the charge in

sourcing and purchasing solutions that are less stack and more outcome-oriented,

there’s much to consider. Now that the traditional definition of BI has been

shattered, and the paradigms around who owns it, what it encompasses and

what it achieves challenged — is it still business intelligence, or is it something else?

We propose that we’re at the advent of a whole new category:

InSIGhtS-AS-A-ServIce: a subscription analytics delivery model that

abstracts the technology and management from the software, providing

a streamlined interface and experience focused on guided data discovery,

offering fast delivery of actionable insights.

What benefits will Insights–as–a–Service provide above traditional BI, and

what must providers do to get there?

exPeDIteS tIme to vAlue: When all of the technology and data complexity is abstracted from the implementation of an analytics tool, you start with analytics rather than data warehousing. True Insights–as–a–Service companies should produce insights in a matter of days.

IncreASeS uSer SelF-SuFFIcIency: In order to accomplish the personalization and self-service exploration that Gartner mentions as key tipping point requirements, Insights-as-a-Service companies must develop an experience that allows all levels of users to explore their data. The software not only needs to be easy to use, it also must reduce reliance on IT to bring in more information.

oFFerS more GuIDAnce thAn BuSIneSS IntellIGence: The benefit of abstracting the technology details from the analytics lifecycle is that businesses then have more time to focus on the decisions that are being made, based on the insights they get. Insights–as–a–Service companies must develop mechanisms to guide user

behavior and highlight unknown recommendations and relationships.

Gartner states that this tipping point has already begun, and we absolutely

agree. In fact, we, and leading market analysts, believe that GoodData is

strongly positioned to deliver the future of guided analytics, as the first entrant

in the Insights–as–a–Service category.

GuIDInG the Future oF AnAlytIcS

How did we arrive at this conclusion? Well, we’ve been doing this since 2007.

One thing (among many) that makes us really unique is that all of our customers

projects live on the same computing fabric, in our multi-tenant, cloud platform

environment. All 140,000 users; all 50,000 projects; and 100s of their data sources.

This gives us a significant advantage over our competitors, who are still deploying

projects in one-off silos, missing the opportunity to develop key learnings across

their customer base.

What it gives us in an unprecedented understanding into how and why our

customers succeed, leveraging best practices culled from every customer at

every step of the BI process — from data connection through visualization--via

our end–to–end, fully–managed platform. We then bounce these up against

our implementation and account management teams, identifying trends and

validating KPIs, essentially gathering BI on our own BI.

From templatized applications to fully–custom projects, we know what types

of data our customers care about; what challenges they face with that data;

how to model those various sources together; common KPIs and metrics for

various industries and projects; and even the ideal visualizations to communicate

those stories. Additionally, we’ve learned the importance of experience and

support — our services team is often the secret sauce that takes a project from

good to great, guiding our customers along the path to results based on the

lessons of thousands of project iterations.

We call the institutional knowledge we’ve developed from seven years

of deployments, services expertise and the activity and metadata that

exists within more than 50,000 projects in our cloud-based open

analytics platform — collective intelligence. It gives us an unmatched

ability to understand the best practice insights and processes that are

driving businesses today. And we’re using it to solve the communication

challenge between people, their data, and the insights they need, delivering a

one-of-a-kind, human experience that guides users to fast discovery and action.

PeoPle:We understand your business and challenges. We build

customized enterprise–grade solutions around the insights

you need.

InSIGhtS:We don’t stop at insights, we start there — giving the tools

you need to iterate and act upon best practice KPIs, without

engaging IT.

DAtA:We work as an extension of your team — managing the

entire data pipeline on your behalf. so you can focus

on decision–making.

your PlAtForm For SucceSS

We’ve harnessed this collective intelligence in our powerful Insights Engine,

paving the way for a more intuitive and suggestive experience that actually

recommends better ways to explore your own data.

Our Analytical Designer delivers on business users’ need for powerful, fast

data discovery — suggesting best practice KPIs that expose people to new

perspectives on their data. With its easy drag and drop format, it serves as

a canvas for inspiration. The beauty of the guided interface is that it gives

business users and analysts the access they require to best practices,

while also allowing them the flexibility to integrate their own experiences

and judgement into the design of their visualizations. It’s the intersection

between your expertise and ours.

We also offer a unique interface called the Data Explorer. The Data Explorer

allows users to add and integrate newly available data, without requiring IT

support, alleviating communication challenges while speeding time to insight.

Want to see what data poetry looks like in motion? Check out the new interface.

GuIDInG the Future oF AnAlytIcS

With these changes, GoodData has turned the outdated, technology-driven

BI model inside out, pioneering a new category where insights (and the users

that turn them into action) come first, Insights–as–a–Service. Leveraging collective

intelligence, GoodData has disrupted the industry in much the same way as

Google, Amazon and Netflix did when they began using behavioral metadata

to improve search results, personalize the purchase experience, and recommend

products. Suddenly customers could find information more quickly, they were

better informed. They had a higher level of trust and confidence in their decisions.

Via the power of collective intelligence, GoodData is creating a new paradigm

with a guided analytics experience that is faster, smarter, more personal.

What else do we do really well?

We oWn your ProBlem:We build and run the technical infrastructure, reducing

complexity while managing scale and updates via our

SaaS-based solution.

We FInD your SolutIon:Whether you choose a templated solution, or a custom build,

we’re here to right fit your project to your org and give you

the support you need.

We PoWer your SucceSS:With our sales, marketing, and social accelerators, we’ll have

you to your first insight in weeks and we’ll stick with you as

your needs mature.

When your netWork IS your net Worth

What’s the opportunity then, for businesses who choose GoodData? It’s the

ability to benefit for the very first time from the “network effect” of other

companies using the same types of technologies. The chance to move faster

using best practices; sidestep pitfalls by avoiding past mistakes; work in an

environment of visibility instead of isolation; unfetter discovery while still ensuring

proper governance; spend more time taking action instead of managing complexity.

With the network, companies can focus on their net worth — making smarter

decisions and taking wiser actions in real-time to achieve business wins.

These are kinds of innovations businesses that adopt Insights-as-a-Service

solutions can expect to benefit from as we enter the next phase of guided

analytics. As your Analytics Ally, GoodData is here to help, as you take the

next step in your journey to insights.

Imagine the results you could achieve in a world where your:

cmo can react within 10 clicks and 2 minutes to news that

sales are off track. Using the Analytical Designer, she’s guided

for the first time to the discovery that upping the Facebook

ad spend will help her exceed marketing sourced revenue goals.

Clear Export to Report

FILTERS DRAG HEREORADate: This quarter

Series

Engagement

show in %compare to the same periodof year before

#

X axis

Date

group by quarter

4,178.004,557.00

5,187.004,813.00

Enga

gem

ent

US Short (Date)

6k Series 1

5k

3k

4k

2k

1k

0kQ1/2014 Q2/2014 Q3/2014 Q4/2014

Apply

Comparewith same periodthe year before

time

RECOMMENDED NEXT STEPS

Analytical Designer

engagement

DATA FIELDS

?Engagement

Engagement Goal

#Engagement % Till Goal#

#Engagement Prev Q#Engagement Rate % Chang...#Engagement Till Goal.#

Social E-Commerce Dashboards Reports Manage Search Data AnalystAnalyze

Imagine the results you could achieve in a world where your:

Director of Digital marketing can experiment with new

channels. Using the Data Explorer, he can easily pull in

new data sources, evaluate their projected contributions

based on best practices and invest in those with the highest

anticipated ROI.

Social E-Commerce Operational Metrics Forecasts Predictive Channels Yearly OverviewAdvanced Analytics

Social E-Commerce Help Chief Marketi...?

TIMELINEDEVICECAMPAIGNPRODUCTCHANNELTYPE

Filters

Paid All All All All Jul 2014 - Dec...

7,200

19,216

27% 110k

45%PREV Q

OF GOAL OF

MONTHLY HISTORY

SINCEPREV Q3,600

W1

This Last

0

Visits total

30k33%2,004

PREV Q

17% 20kOF GOAL OF

SINCEPREV Q

Engagement

3.34k

ENGAGEMENT HISTORY

26% 1MMOF GOAL OF

Jul 2

014

Aug 20

14

Sep 20

14

Oct 20

14

Nov 201

4

Dec 20

14

Conv % Chatter Act

Sales total

.32MM36%194k

PREV Q SINCEPREV Q

MONTHLY HISTORY

Impr

essio

ns

145,379

Company ComparisonConversion Funnel

Imagine the results you could achieve in a world where your:

Director of Analytics can respond to a request from the

CEO to take recently released market data to forecast the

impact of recent survey results on their share of voice and

sales for the quarter – all in less than 10 minutes.

Multiple Regression Analysis ( Using R)Historical Facebook Interactions Trend

Predicted Interactions

8

28

21

14

7

0

04/0

2/20

14

04/0

8/20

14

04/0

9/20

14

04/1

0/20

14

04/2

9/20

14

04/3

0/20

14

05/0

1/20

14

05/0

2/20

14

05/0

6/20

14

05/0

7/20

14

05/0

8/20

14

05/0

9/20

14

05/1

3/20

14

05/1

4/20

14

05/1

6/20

14

05/1

9/20

14

05/2

0/20

14

05/2

2/20

14

05/2

3/20

14

05/2

6/20

14

05/2

7/20

14

05/2

9/20

14

05/3

0/20

14

i Facebook Interactions = #Likes + #Comments + #Shares

MESSAGE DAY OF WEEK

MESSAGE POST HOUR

MESSAGE TYPE

PAGE FANS

1

2

3

4

Sunday

9:00 am

non-photo

2500

Forecast Dashboards Reports Manage Search Chief Marketi...Help?

Statistical AnalysisStat Functions Time Series Forecasting Regression Analysis Multiple Regression Analysis (Using R) Lagged Correlation Outlier Analysis Normality Check

About GoodDataThe industry’s first Insights–as–a–Service

provider, GoodData helps organizations

of all kinds tackle their data challenges,

delivering business-changing insights in

a fraction of the time.

Our Open Analytics Platform is the

only solution that puts the power of

Collective Intelligence at your fingertips

— leveraging best practices developed

from millions of user interactions to

recommend better ways to explore

your data.

GoodData. We start with insights, so

you can end with results.

team@gooddata.com 415-200-0186 @gooddataGet in touch. gooddata.com

leArn more, Do more

Interesting in learning more? Watch this short video to see how

GoodData is changing the game.