Business Analytics: Transformation and Leaders in 2025

Integrated Analytics Solutions Are Growing in 2025

MIAMI, October 28, 2025 – Integrated analytics continues to play a central role in how organizations process their data and derive measurable returns from their analytics investments in 2025. The integration of analytics capabilities directly into core business applications enables companies to reduce development costs, accelerate deployment, and expand insights into the context for non-technical users. For software vendors, integrated analytics has become a source of revenue and growth that enhances customer experience and strengthens platform loyalty.

Alexander Wurm, a senior analyst at Nucleus Research, said, “Generative AI is transforming integrated analytics from a passive reporting layer into an active decision support system. As these capabilities mature, organizations will see a stronger ROI with faster decision-making cycles, higher user engagement, and deeper integration of analytics into daily workflows and software experiences.”

Providers are making significant investments in product development to ensure user-friendly, scalable solutions that meet governance-related expectations. Platforms include comprehensive user management and integration capabilities designed to support multi-tenant environments. Developer experience has become a significant differentiator with flexible integration paths ranging from low-code integration offered by leading providers to advanced Software Development Kits (SDKs) for full customization and brand alignment.

The most significant development this year in the integrated analytics field is generative AI. Providers are embedding AI assistants that allow users to query data in natural language, automatically create visualizations, and receive role-specific narrative insights. These innovations are removing technical barriers and making data interaction more intuitive and conversational, thus driving adoption.

As a result, the market is rapidly evolving toward intelligent, user-centric analytics experiences that deliver tangible operational and financial value.

Companies leading in the 2025 Value Matrix stand out in terms of functionality and usability, offering comprehensive solutions that provide high ROI and support large-scale adoption. Among this year's leaders in the Value Matrix are Domo, Looker, Oracle, Power BI, Tableau, and ThoughtSpot.

Specialist providers offer deep and tailored functionality for complex requirements. These include GoodData, insightsoftware, Qrvey, and Sigma.

Accelerators provide simpler solutions that enable rapid adoption with less complexity, focusing on usability and quick deployment. This year's Accelerators include Embeddable, Sisense, Yellowfin, and Zoho.

Core Providers deliver reliable functionality suitable for basic needs. This year's Core Providers include Luzmo, Metabase, Strategy, and Toucan Toco.