Today, product teams generally have two options for getting the insights they need. They either send requests to an analyst’s backlog and wait for omnichannel insights, or they have to self-serve insights from a single digital channel.
If product teams don’t have self-serve functionality, they have to wait days, or even weeks, for the deep insights they need. If they have follow-up questions, that could mean a longer wait time. This leads to fewer insights, fewer data-driven decisions, and fewer opportunities to optimize the product experience.
If product teams are able to self-serve data, it’s often from an interface that can only answer simple questions about a single dataset. Teams aren’t able to do any in-depth analysis on their own, and they have no insights into what role their product plays in the broader customer experience.