We live in an increasingly data-driven world. With data everywhere in our lives, the expectation to access meaningful information when making business decisions has only grown—and your applications are no exception.

Monetizing your data or embedding analytics into your core products are great ways to facilitate insights and provide meaningful data when and where your customers need it. Whether you’re a software provider adding analytics to your amazing products, or an organization offering data to your partners or customers, you can add value by integrating rich, analytical capabilities into your applications, portals, and services.

An effective embedded analytics integration offers much more than just pretty report snapshots. If you want to offer a superior experience with an embedded analytics solution, here are some things to consider.

1. Empower customers with self-service analytics

Ease of use and interactivity are key to providing the self-service that customers expect from modern business intelligence. Today’s solutions also enable analytics use cases with previously challenging sources and quantities of data, including IoT and geospatial data. Robust modern platforms natively connect to and surface data that matters for decision-making, and features like predictive analytics can help to provide a more complex and meaningful analysis through a simpler, intuitive user interface.

“As we transition away from traditional print reports to an information and analytics provider, we want customers to be able to dig deeper into data wherever necessary,” said Manca Vitorino, Head of Data Operations at ICIS, the world’s largest petrochemical market information provider. Manca’s team increased value to customers with fast, accurate BI through embedded, interactive visualizations that give customers a different way to digest and explore their data.

2. Provide a continuous look, feel, and flow

The most tightly integrated embedded solutions don’t just maintain consistent branding, but thoughtfully keep users in their workflow. Customize your embedded analytics solution beyond the color scheme with custom modifications like sliders and buttons that tie the visual analytic exploration nicely into your application or site functions. You can white-label embedded analytics or integrate them directly to bring data to life right in your application—and in context.

A higher education site shows university recruiting data using Tableau embedded analytics, and uses a left-hand navigation that's consistent with the rest of its web experience.

A higher education consultant can embed Tableau analytics to explore diversity within university recruiting data, using a left-hand navigation that's consistent with the rest of the web-based experience.

Create a seamless experience with APIs that enable single sign-on and interactivity with other systems. Empower your customers to view and interact with data anytime, anywhere—including from mobile devices and other hardware.

"Being able to easily track patterns and trends in sales and analytics embedded into their daily processes delivered a unique solution for our customers."

Read the full story: ARC delivers advanced analytics, detailed performance intelligence, and competitive benchmarking to major airlines.

3. Ensure stability and scalability

To minimize deployment roadblocks, be sure your embedded solution will align to your data strategy and jive with your current technology investments—whether you’re deployed on-premises or in the cloud, running on Windows or Linux. It’s not only important to get up and running easily, but to be able to scale your embedded analytics solution as needed to maintain healthy performance for your users. Your analytics may be mission-critical to your customers, so you want to ensure the data they need is always available.

Leading oil and gas technology and services company Zedi struggled to find an efficient, scalable analytics platform to integrate into its SaaS remote asset management solution. “The old solution was really awkward and slow and clunky, and it just was not a good experience,” said Doug Watt, Senior Technology Product Manager. "Tableau has the performance we need for our customers and the scalability required for our internal deployment." Now, Zedi reduces customer risk with faster insights.

4. Design your BI with the end user in mind

A manufacturing website can display personalized analytics content based on the user logged in, powered by Tableau's row-level security features.

With row-level security in Tableau, a manufacturing organization can personalize the embedded analytics content that appears when a user is logged in to their custom portal.

You can lessen the learning curve for your customers with an intuitive analytics solution that helps them ask questions of their data quickly. And the more you understand how they use that data, the better you can design their analytics to work for them.

This can even mean working directly with your customers to get feedback throughout the design process—as Joshua Smith, Creative Director, Analytics at Front Health and Midwest Health Collaborative, explained in his presentation at Tableau Conference 2018. Joshua’s team conducted social research and interviews, dived into previous reports, developed decision-mapping, and even invited end users to wireframing and whiteboarding sessions—all to understand their goals, decision-making, and how to jointly develop analytics that empower them to take action from within their existing workflows.

5. Get to market fast—and stay innovative

Getting to market faster means offering greater speed to insight for your customers—before your competitors can. But deploying a great analytics solution quickly today doesn’t guarantee its value tomorrow. To keep up with evolving customer needs, you’ll need to ensure you can continuously innovate and make valuable improvements to your analytics solution quickly. This means dedicated research and an ongoing resource investments to keep the analytics component as valuable to your customers as your core product.

"Once we saw Tableau’s interactivity and how easily you can drill in and out of data components, we were quick to realize that we can’t build these capabilities ourselves—it would just be a never-ending project with full-time programmers. So why not just buy the best tool for the job?"

Read the full story: RollMaster deployed embedded cloud analytics in three months and saw ROI in six.


A real estate application shows Tableau embedded analytics that use predictive modeling to forecast housing prices based on market trends.

Advanced, predictive analytics can help users forecast housing costs based on market trends, using Tableau embedded analytics within a real estate application.

6. Partner with an industry leader

Should you choose to integrate a widely-used, leading analytics solution, you'll be able to offer your customers best-in-class analytics and constant innovation driven by trusted expertise and global user feedback—keeping your teams focused on your core business. You’ll not only benefit from less time required to develop and launch, but customers may already be familiar with some features and functionality.

Offer your customers the best analytics experience

Thinking of embedding analytics into your product or service? Learn more about Tableau embedded analytics—sign up for a live demo of our embedded analytics integration, read up on important considerations for building vs. buying business intelligence, learn about data monetization opportunities, and more.

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