The close integration of analytics with standard business applications is called Embedded Analytics. Common applications where embedded analytics is used include CRM, ERP and financial systems. Embedded analytics are tuned to work with specific types of data and provide very targeted built-in support for helping to make decisions.

A report by Logianalytics found that 94 percent of independent software vendors and 80 percent of non-commercial application providers say that embedded analytics is an important feature for their users.

Goutham Belliappa, practice leader at Capgemini, said that “we’re creating whole industries that are centered around data and analytics that are going to challenge the status quo of every industry. Analytics will become so ubiquitous, we won’t even notice it. From a business perspective, it’s going to transform entire industries.”

Gene Leganza, research director at Forrester Research, told InformationWeek that ” ‘frictionless’ is a good way to describe what people are striving for in effective user experiences.  Certainly, with more automation and more behind-the-scenes analytics, how we think of analytics will change. We’ll be thinking about the results — do we like the recommendations of this site’s or this app’s recommendation engine or is that one better?  We’ll gravitate towards the services that just work better for us without knowing how they do it.”