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Martin Butler: GoodData Is Pioneering Production Analytics

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Martin Butler: GoodData Is Pioneering Production Analytics

At GoodData, we believe that the power of enterprise data goes far beyond simply making better decisions. We believe that data is valuable, and our mission is to help enterprises transform their data into a profit center.

“GoodData, somewhat uniquely, is focusing on the embedding and monetizing of analytics, transforming it from cottage industry to a mainstream profitable production activity,” said Butler Analytics founder Martin Butler in his post “GoodData – Pioneering Production Analytics.” Butler asserts that if data is to be useful, it must be integrated into what he calls the “production environment”:

‘Analytics need to be part of the production environment, and that means they need to be embedded within production applications – sales, purchasing, accounts, HR, production – and so on. But there is also something else. The terabytes of data most businesses have acquired, at considerable cost, represent an asset in their own right. This means the data can be used to generate revenue and profits. Why else would be call it an asset?’

The number of employees in any organization who need direct access to analytical tools, Butler contends, is actually quite small — sometimes no more than a few hundred in the largest corporations. However, the number of people who potentially benefit from embedded analytics can easily number in the tens of thousands. This is just one level at which GoodData offers unique value: through embedded analytics that offer mission-critical insights, when and where the user needs them.

Butler contends that the next level of analytics is the ability to use internal and external data assets to create revenue-generating data products.

“The people who will pay for this information,” Butler writes, “might be partners (a distribution network for example), suppliers and any other agents who might be able to profitably use the information services a business delivers.”

But it’s at a third level — what Butler calls “one of the most exciting developments in recent years” — that GoodData truly distinguishes itself by acting “as a data middle-man, bringing organizations together who work in related industries so they can create much higher value information products.”

By collaborating and sharing data, complementary organizations can accomplish together what no one business could do alone, offering high-level data products from which a broad audience can benefit. And as Butler notes, these concepts have the potential to transform the business analytics industry:

The winners in any industry are always those that do something different. In the business analytics space it is GoodData that has moved away from the catchy, but largely meaningless marketing cliches such as ‘self-service’, ‘ease-of-use’, ‘big data’ and others that are starting to lose their sparkle — simply because they are not delivering. Having spent a decade in a hype wilderness, businesses can now start to production-line their analytics — the real work begins.

We couldn’t have said it better ourselves.
Read the full article here.

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