Right now for many organizations, self-service analytics is a wasted opportunity. At one time, the idea of self-service analytics was attractive and people believed in its potential. But, somewhere over time, companies went off track. The promise and value exchange between data creators in the center and data self-servers out in the business was never actually fully negotiated (or fulfilled, for that matter). For true success, teams need to align and work together from the beginning in order to turn missed opportunities into untapped opportunities with data.