When companies want self-service BI, what they really want is, zero-code-required tools that a BI developer/analyst can use to build on-demand standard reports

When companies want self-service BI, what they really want is, zero-code-required tools that a BI developer/analyst can use to build on-demand standard reports for business users with predefined click-through paths. And yes, software makers exaggerate in their advertising. As compared to the author's other posts, this one seems hurried and maybe a little grumpy. But, still makes an important point.