Self-Service Analytics- There is a convergence going on between lines of business and IT. As part of this convergence line of business leaders are looking to harness the power of data. Self Service Analytics is a form of business intelligence (BI) in which line-of-business professionals are enabled and encouraged to perform queries and generate reports on their own, with nominal IT support. Self-service analytics employees simple-to-use BI tools with basic analytic capabilities. The underlying data model is simplified or scaled down and cleansed for ease of understanding accuracy and straightforward data access.