Forrester pessimistic about enterprises's ability to turn data into insight and well executed action. Those that manage the task will gain dominant competitive advantage over laggards. BI vendors that focus just on self-service, data discovery and visualisations won't help the matter. Only those that combine analytics for all users (personas) across the enterprise and embedding in not just enterprise apps but workflows with Bi-directional write-back can combine insight and action

Why is traditional BI software poor at write-back and actionable insight?