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Built-in BI is about using the info you already have to make better decisions, which is why you buy an ERP solution and use in-context analytics. The ability to present this synthesised information to the user, very naturally, at the precise point in time when it is needed, has real-time potential to improve business outcomes. And that’s the difference between in-context BI and traditional BI, which is always, by its nature, based on what happened in the past.