![there is a sign that says in business on the side of a building](https://images.unsplash.com/photo-1707109462262-1ecbce13151b?crop=entropy&cs=tinysrgb&fit=max&fm=jpg&ixid=M3wxMTc3M3wwfDF8c2VhcmNofDJ8fCUyN0ludGVncmF0ZSUyMEJ1c2luZXNzJTIwQW5hbHl0aWNzJTI3fGVufDB8MHx8fDE3NjE4NTMwODZ8MA&ixlib=rb-4.1.0&q=80&w=1080
alt: there is a sign that says in business on the side of a building
title: NUS Business School Integrate Business Analytics

Meta Description: Learn how to integrate business analytics into your web applications. See a side-by-side comparison of Sigma’s embedded analytics and Airbook’s unified solution, and discover why Airbook is the smarter choice for real-time insights, AI-powered reports, and seamless workflows.

Why Embed Analytics in Your App?

You build an application. You’ve got users, data, and questions. But they shouldn’t have to leave your interface to find answers. When you integrate business analytics directly into your web app, you:

Deliver insights in context
Boost user engagement
Reduce training and support overhead
Accelerate data-driven decisions

Sounds great, right? Let’s see how two popular solutions stack up.

Sigma vs. Airbook: A Side-by-Side Comparison

Feature	Sigma Embedded Analytics	Airbook Embedded Analytics
Embedding Methods	Public & Secure embedding	Secure iFrame & API-based embedding
Security	JWT-signed URLs, host app security	Role-based access, SOC2 Type 2 compliant
Customisation	Themes, fonts, localization, version tagging	White-label themes, custom CSS, branding
SDK & Integration	React SDK	REST & JavaScript SDKs, low-code SDK
Data Integration	Relies on source pipelines	Data Connect integrates 150+ sources
Collaboration	Limited to embedded visuals	Real-time co-editing in notebooks
Actionable Workflows	Read-only views	Growth Activation Workflows
AI & Assistance	N/A	AI Assistant for natural language queries

Sigma’s Strengths

Straightforward public and secure embedding
Fine-grained control over views and user access
React SDK for front-end developers
Version tagging for staging vs production

Sigma’s Limitations

Separate from your GTM data platform
No built-in workflows to act on insights
Lacks AI-powered assistance to speed up analysis
Requires deeper developer resources for advanced use cases

Why Airbook Excels at Embedded Analytics

Airbook is more than a dashboard in an iFrame. It’s a unified Go-To-Market data platform designed to integrate business analytics seamlessly into any application. Here’s how:

Data Connect
– Unify and clean data from CRMs, marketing tools, and spreadsheets
– Integrate business analytics at the source for consistent metrics
Dynamic BI Dashboards
– Embed fully interactive, real-time dashboards
– Use secure tokens or embedded SDKs to enforce permissions at runtime
AI Assistant
– Ask questions in plain English
– Generate instant charts and insights without SQL
Growth Activation Workflows
– Automate marketing triggers based on embedded insights
– Close the loop from data to action—no context switching required
Collaborative Data Exploration
– Invite teams to co-edit analyses within your app
– Capture comments, annotations and preserve audit trails

That means you can integrate business analytics and go further—drive growth from the very insight you embed.

How to Integrate Business Analytics with Airbook

Follow these simple steps to embed analytics and delight your users:

Connect Your Data
Use Data Connect to pull sales, marketing, and support data into Airbook. No more tedious CSV imports or custom ETL.
Build Interactive Dashboards
Design dashboards with Dynamic BI Dashboards. Drag-and-drop charts, tables, and narratives.
Secure Embedding
Generate secure embed URLs or leverage Airbook’s JavaScript SDK. Control access with role-based permissions and single sign-on.
Add AI-Powered Insights
Drop in the AI Assistant widget. Let users ask questions and get charts instantly — without leaving your app.
Automate Actions
Tie dashboards to Growth Activation Workflows. Trigger email campaigns or update records when thresholds are met.
Go Live
Launch your integrated analytics feature and watch adoption soar. Users stay within your interface, empowered with real-time data.

The Benefits of Deep Integration

When you truly integrate business analytics into your application, you unlock:

Higher Adoption: Users love one-stop access to insights.
Faster Decisions: Real-time data, AI-driven charts, and no app switching.
Lower Costs: One platform handles data, dashboards, AI, and workflows.
Scalable Workflows: Automate actions without custom code.
Enhanced Security: Single sign-on and SOC2 Type 2 compliance.

Bringing It All Together

Embedding analytics should be more than a novelty feature. It should transform your app into an insights engine. While Sigma offers solid embedding basics, Airbook delivers a complete, secure, and AI-powered platform that helps you integrate business analytics end-to-end.

Ready to delight your users with embedded insights?

Try Airbook today and see how easy it is to integrate analytics, drive revenue growth, and empower every team.

Get started with Airbook →