Analytics are everywhere. It may not seem that way, but as consumers we interact with analytics every day — be it Apple health dashboards, your budget on Mint or the breakdown of a product review on Amazon.
Interacting with this data creates a curious phenomenon – the desire for more control, more capabilities and more visualizations. At Logi, we call this the Continuum of Self-Service Analytics. In short, the Continuum theory suggests that as users gain access to more data their expectations scale. Most of us begin as “Consumers” of defined information before becoming “Creators” seeking more control to create our own charts. Some eventually turn into “Analysts” who desire a blank canvas to begin their analysis.
While this trend has been thoroughly vetted with market research, I think it’s worthwhile to take day-to-day examples of this trend to further the point.
I live in the DC Metro area so gridlock is a natural state of being. However, like many others I rely on navigation solutions to conduct a never ending game of cat and mouse with traffic (despite seemingly always being stuck on the losing end). My platform of choice is Waze, the Google owned mapping solution that crowd sources data to provide near real-time traffic updates.
Waze provides me a dashboard (pictured) which provides insight into traffic along my route, miles remaining and my ETA. The remaining real estate is occupied by additional menus. As a user I’ve grown accustomed to this data but now I want more. I’ve gone from being a consumer – having structured information shared with me – to a creator seeking more control of the data provided.
I’d like the ability to add widgets that would allow me to see my wife’s ETA at home, and to monitor the ETAs of other routes to decide whether to take an alternate path. A gas price widget would be nice, as would the ability to see how many traffic reports have been made in the last X minutes – and I would decide how many minutes.
In short, I’ve come under the influence of the continuum and I’m not alone in this phenomenon.
So, why would Waze considering adding these types of features?
- I’m not alone. According to Logi’s 2016 State of Embedded Analytics (SOEA) 87% of users want analytics embedded within their apps.
- It keeps me loyal. The competition is clamoring to win me over. Again, according to the SOEA, 75% of software vendors are investing in embedded analytics. Waze is just one of dozens of navigation apps – and while I do like what it offers, my switching cost is very low. If another vendor offered more appealing features, I wouldn’t hesitate to jump.
- It keeps me in the app. If there are data I want but cannot get within the application, I leave the experience. Since Waze relies on ad revenue, anytime I leave the experience it’s a direct hit on its bottom line. Thus, keeping me engaged and invested is critical.
Waze is just one of thousands of examples of how analytics are becoming a part of everyday life and creating increasing demand for embedded analytics. Your employees and your customers are exposed to this as well, and their demands for data and analytics skills are changing too.
It’s this concept on which Logi developed its platform – a solution that grows with consumer demand to ensure your offering is always in line with customer expectations. As people continue to interact with data their needs, expectations and demands grow and Logi has developed a mentality that embraces this evolution.