Embedded analytics enables organisations to integrate analytics capabilities into their own, often software as a service, applications, portals, or websites. This differs from embedded software and web analytics (also commonly known as product analytics).[1]
This integration typically provides contextual insights, quickly, easily and conveniently accessible since these insights should be present on the web page right next to the other, operational, parts of the host application. Insights are provided through interactive data visualisations, such as charts, diagrams, filters, gauges, maps and tables often in combination as dashboards embedded within the system. This setup enables easier, in-depth data analysis without the need to switch and log in between multiple applications. Embedded analytics is also known as customer facing analytics.
Embedded analytics is the integration of analytic capabilities into a host, typically browser-based, business-to-business, software as a service, application. These analytic capabilities would typically be relevant and contextual to the use-case of the host application.
The use-case is, most commonly business-to business, since businesses typically have more sophisticated analytic expectations and needs than consumers. Here, though, the word "business" in "business-to-business software as a service", could also refer to organisational, operational use cases that ultimately benefit consumers (such as healthcare, for instance), e.g.: clinics & hospitals, care & correctional facilities, educational establishments (on/offline), government departments, municipalities, museums, not-for-profit organisations, overseers & regulators amongst others.
Business-to-business-to-consumer use-cases might also be possible, for example a wealth management software as a service application serving wealth management organisations, where a user might be an advisor to consumers.