Every business trying to compete and win needs intelligence – about their customers, suppliers, products, partners, and markets. Over the decades, the pursuit of that intelligence has gone by different names.

No matter what it’s called, the challenge has always been the same: How can businesses analyze data to make discoveries that lead to competitive edge?

It’s a noble goal. But the attempt to get there has been filled with complexity and plagued by disappointment. Along the way, each generation of BI has come a little closer to fulfilling the promise.

It wasn’t until now, with the third generation of BI, that we have the potential to spread the power of analytics to every business user in the enterprise – and finally unlock all the value in data.