Embedded analytics is a window for the end user into the data that is held within a particular software application. The analytics platform that is embedded into a software application may be unrecognizable to the end user as a separate piece of software. This is called white-labelling - where the analytics platform is completely rebranded to blend in with the look and feel of the rest of the application into which it is embedded. This allows enterprise applications to market the analytics as their own. Alternatively, the analytics platform may be grey-labelled - the platform provider’s brand name will remain. For example, it may say ‘powered by Yellowfin’ in the footer of the analytics module.