Web analytics is a poor example, most web analytics solutions are single source and a well understood domain. I think the article is referring more to a typical

Web analytics is a poor example, most web analytics solutions are single source and a well understood domain. I think the article is referring more to a typical BI scenario where you might be consolidating data from multiple sources into a data warehouse and have (had) typical BI processes in place like ETL etc. We've been through self service BI before except it was more like a "self service covert BI" thing where silo upon silo of Excel spreadsheets existed in secret locations to those in the "know".