Analytics and business intelligence (ABI) platforms enable less technical users, including businesspeople, to model, analyze, explore, share and manage data, and collaborate and share findings, enabled by IT and augmented by artificial intelligence (AI). ABI platforms may optionally include the ability to create, modify or enrich a semantic model including business rules.
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.