The document provides an overview of the GoodData analytics platform. It discusses how the platform aims to democratize analytics and empower more business users, beyond just analysts. The platform is designed to distribute analytics to business networks to drive revenue, efficiency and other benefits. It achieves this through its distribution, analytics and insights services which allow customers to define, distribute and improve analytic products for their networks.

1. GoodData Platform Technical
Overview
July 2016
Going Beyond the Data
“Analytics for the Masses”
Business Intelligence 1.0 focused on generating reports and graphs. BI 2.0 focused on analytics
(trending, predictive, comparative, etc.). As we begin the third generation of business intelligence, it’s
time to reflect on whether the promise of BI has been generally achieved. For certain it has enabled
analysts, data scientists, and those that support the C-Suite to have greater visibility into the past,
present, and future. However these benefits have largely been limited to the “analytically elite,” and
while the benefits have been material to them, only a very small subset of users have been able to
leverage them in their workflows.
The time has come for businesses and industries across the globe to embrace the democratization of
analytics and empower a much larger population of “mortal” business users, - the store manager, the
procurement manager, the line manager, and so many more where commerce and business occurs.
This is Business Intelligence 3.0.
This vision extends far beyond using analytics to reduce operational costs inside the organization.
No business exists in isolation - each strives as a part of a larger B2B network of customers, partners
and shared stakeholders. Each member of this business network should be able to leverage insightful
analytics to drive greater revenue, profits, efficiency, quality, agility, and more.
© 2016 GoodData Corporation. All rights reserved. 1

2. Start With Your Network
Delivering data and analytics to members of a business network requires a
robust distribution capability. However if you can efficiently and effectively get
these resources to the people that need them, your customers can focus on
driving revenue, creating competitive advantage and improving overall B2B
network performance, rather than managing the high IT overhead associated
with typical BI solutions. This is the essence of Enterprise Data Monetization.
Since typical BI solutions are built for the analytically elite, distributing
analytics requires a more accessible way to consume and interact with the
final product. A key part of successfully distributing data is delivering in a way
that it can be consumed by “mortal” business users that are not an analyst,
power user, or “Excel junkie.”
Finally, perhaps the greatest value of distributed analytics comes from the
network itself. Harnessing the “network effect” to understand benchmarking,
competition, performance, and more will drive each member of the B2B
network to greater levels of performance.
Enterprise Data Monetization requires a new approach - a scalable analytics
platform designed exclusively for the delivery of analytics to a B2B network.
Enterprise Data Monetization requires GoodData.
Based on over 300
actual examples of
data monetization,
a cloud-
based analytic
platform,and the
proven ability to
support a vast array
of both generalized
and specialized
business
models, Blue Hill
recommends
GoodData as both
a market leader in
the emerging era of
data monetization.”
Blue Hill
Research, Report
Number: A0192,
GoodData’s Role
in the Next Era
of Analytics: Data
Monetization,
October 2015
© 2016 GoodData Corporation. All rights reserved. 2
Regardless of whether your network is made up of retail stores, suppliers, franchise locations, regional
departments, or customers, distributing targeted analytics to each participant will drive greater value
throughout your entire network.

3. The GoodData Difference
Unique Benefits for You, and Your
Unlike traditional BI vendors, GoodData is exclusively focused on delivering
analytics to our customers’ B2B networks, helping them monetize their data
with the delivery of data and analytic products. As a result, the GoodData
Platform is:
‣‣ Designed exclusively for distribution of analytics to B2B networks
(whether it’s 100s, 1000s, or 10,000+)
‣‣ Designated for customers to create packaged analytics to deliver to their
customers (content authoring)
‣‣ Aimed for the “average” business user to consume packaged analytics
and perform self-exploration to gain greater insight
‣‣ Optimized to deliver benchmarking, scorecards, and other comparative
analytics to leverage the network effect
Many organizations have struggled to find a solution that can handle the
scalable distribution and management of analytics that can empower their
customers to drive daily business decisions within their workflows. With
GoodData, you can unleash the potential of your corporate data assets and
investments to increase overall business network performance and grow new
revenue streams. This is our focus, and our strength.
Throughout the course of the GoodData Platform White Paper, we will dive
into the capabilities of the GoodData Platform, and highlight the benefits for
you and your clients.
4XCost savings vs
Internal
Development
80%+Adoption Rate of
Analytics by On-
site Managers
30Days Less
Implementation
to Go Live
Benefits of GoodData
Focus on Creating Value
The GoodData Platform empowers you to create data and analytic products that can generate new or
enhance existing revenue streams without having to worry about building complex analytic distribution,
lifecycle management automation, or having to build and maintain an entire analytics infrastructure.
With the GoodData Platform available as a PaaS service, you can provision your customers on-demand,
delivering a targeted best in class analytic experience for each of your B2B members.
Furthermore, with the built-in ability to analyze your data and analytic product usage, you can focus
your efforts on continually improving your solution to maximize utilization and user adoption.
Unmatched Scale, Delivered Securely
The GoodData Platform scales horizontally to meet the growing needs of your business. Whether
your B2B network has 100, 1000, or 10,000 members, GoodData can deliver targeted analytics to
each member, allowing them each to customize their analytics while preserving your ability to monitor,
maintain, and continuously improve each customer. The GoodData Platform puts security first.
© 2016 GoodData Corporation. All rights reserved. 3

4. Beginning with a segmented analytics distribution model, along with role-based and row-based access
controls, encryption-in-transit, encryption-at-rest, HIPAA support, SOC2 Type 2 compliance, and more,
you can be assured that your data and analytics will be securely delivered to each member of your B2B
network.
Strategic, Operational, and Ad Hoc Analysis
Go-to-Market, Deliver the Value
Whether you are delivering operational reporting embedded in a transactional application, delivering
strategic analytics via executive dashboards, or providing a highly intuitive analytics experience that
lets business users gainfully explore complex datasets, GoodData supports our customers by delivering
a comprehensive analytics experience in a single platform, without compromise
Complementing the GoodData Platform, the GoodData Professional Services team has worked with
hundreds of customers across many industries to deliver compelling data and analytic products to
market quickly with high levels of user adoption, resulting in new revenue streams, increased customer
satisfaction, and greater competitive differentiation for our customers.
Our professional services team works in partnership with customers to align product vision with business
outcomes, develop strategies to promote consumer-like adoption rates, and implement processes to
enable data driven, successful customers.
The GoodData Platform
The GoodData Platform empowers Enterprises and SaaS ISVs to define, distribute, and continuously
improve analytic and data products for their customers, partners, or distributed stakeholders.
Built with GoodData's Distribution, Analytics and Connected Insights Services, the cloud-based
GoodData Platform enables customers to deliver contextually and semantically aware "Smart Business
Applications" - bringing data and analytics to the applications where work is actually done.
© 2016 GoodData Corporation. All rights reserved. 4
The Distribution Service efficiently provisions, manages, and monitors analytic environments for
each network member, ensuring the highest levels of security, performance, and scalability without
sacrificing manageability.

5. The Analytics Service enables business users to delightfully engage with strategic analytics and
operational reporting from their business network and easily explore the data to resolve unanswered
business questions.
The Connected Insights Service uniquely enables the “network effect,” yielding greater understanding
of external influences through data enrichment as well as operational and strategic performance
through benchmarking of business network members to drive revenue.
Distribution Service
The GoodData Platform in the cloud hosts thousands of customer implementations. The analytic
distribution, automation and product lifecycle management capabilities are what enable these
distributed deployments and continuous updates of the customers’ data products.
Delivering Value to the B2B NEtwork
Distribution Automation and Lifecycle
Management
GoodData customer deployments are centrally managed as a collection of client workspaces, where
each workspace includes users, groups, analytic data, semantic schema, measures and KPIs, queries
and filters, and all visualizations - including reports, dashboards, alerts, and annotations.
A GoodData customer can manage one or many workspaces, segmenting them by department,
business unit, client, partner, etc. These advanced lifecycle management capabilities expedite all
aspects of the distribution, provisioning and ongoing updates. With the Ruby SDK, GoodData can
automate and provision analytic workspaces, dashboards, reports and datasets.
© 2016 GoodData Corporation. All rights reserved. 5

6. Project Provisioning
Easily manage projects in an iterative
fashion
‣‣ Map end customers to provision 1000s of
projects with minimal custom work
‣‣ Support segments/tiers of end customers
based on data sources, monevtization, etc
‣‣ End customer can opt into a specific
segment and can be automatically
provisioned/upgraded
User Synchronization
Automatically manage users at
scale
‣‣ Provision users, configure roles, permissions
and SSO across 10,000s of customers
‣‣ Securely add and remove users
‣‣ Change settings for user groups and
segments
‣‣ Integrate with internal systems to
automatically propagate user provisioning to
GoodData
Release Management
Seamlessly deploy ongoing releases
to end users
‣‣ Release new versions to segments of
customers
‣‣ Update the logical data model
‣‣ Update dashboards & reports without
overwriting end users’ ad hoc reporting
‣‣ Distribute changes across segments of
1000s of projects
Custom Automation
Build custom solutions to augment your
analytics
‣‣ Open APIs allow for flexible interaction when
performing a specialized task
‣‣ Robust Ruby SDK to easily perform
programmatic actions
‣‣ Update dashboards & reports without
overwriting end users’ ad hoc reporting
‣‣ Ruby Scripts automate maintenance of your
solution on GoodData’s platform
Enterprise Security
The GoodData Analytics Distribution Platform is designed to help Enterprises and Independent
Software Vendors (ISVs) securely share analytics with their business network or customers respectively.
GoodData realizes that helping to protect our customer’s data, ensure proper security regulations, and
mitigate any potential risk is essential to building trust and delivering a high level of service. GoodData
has a comprehensive set of cohesive measures and technologies in place to protect our customers.
Our security implementation allows us to adhere to the following best practices, demonstrating our
commitment to customer security:
‣‣ Service Organization Control (SOC) 2 Report
‣‣ A licensee of the TRUSTe® Privacy Program
‣‣ HIPAA Compliance
‣‣ Abiding by the EU Data Directive by entering into Model Clauses with applicable customers,
partners, and suppliers
For more information regarding GoodData Platform security, please visit
http://www.gooddata.com/security and read the GoodData Security Overview.
© 2016 GoodData Corporation. All rights reserved. 6

7. 35%
Provisioning at Scale
More than 40,000 organizations are operating on the GoodData Platform
today. The platform scales both vertically and horizontally, handling large
numbers of businesses, large user communities, and large amounts of data
from nearly any source (external, on premises, structured and unstructured,
big or small).
Born in the cloud, the open architecture of the GoodData Platform allows our
customers to provision new workspaces instantly and centrally manage them
with data and analytics distribution automation, lifecycle management, and
centralized usage monitoring.
Analytics Service
Grow Your Business, Not Data Relationships
GoodData Platform provides an integrated and packaged workspace to
accelerate business value and reduce the burden on your technical team. By
loosening the barriers between the data, analytics and insights dashboards
GoodData significantly reduces the time it takes to answer questions and see
the results with self service analytics for business managers.
Interactive dashboards and the ability to share new insights influence the
data-driven mentality of each organization in the network. A highly engaging
mobile experience with responsive, personalized KPI dashboards and
proactive alerts are offered to the end users. GoodData guides the analytic
exploration experience, driving actionable insights with best practice
recommendations within the drag-and-drop data discovery canvas. Self-
service data access enhances personal insights and allows users to blend
personal data with governed, centrally distributed data for benchmarking
across all customers.
50,000+
200,000
100s
Daily active usage
with segmented
data distribution
Customer
accounts
Active users
TBs of data
analyzed on daily
basis
Define Your Upsell Levers
Every GoodData customer can control which features to make available within their analytics, allowing
them to create any number of custom packages or tiered offerings. This tiered strategy presents a
compelling upsell path for the network of end users, and ultimately introduces a number of monetization
opportunities to drive net new revenue for the business.
‣‣ View-only dashboards
© 2016 GoodData Corporation. All rights reserved. 7

8. © 2016 GoodData Corporation. All rights reserved. 8
Interactive Dashboards and KPIs Content Creator
Delightful Dashboards
With our intuitive, responsive dashboards, answers are at your fingertips.
The highly customizable UI allows any level of user to personalize
dashboards, drill into the details and save their favorite views - all in
real-time.
‣‣ Guided drag and drop KPI creation interface with period over
period comparison and drill into dashboards
‣‣ Customizable, WYSIWYG design with embedding, white-label and
branding capabilities
‣‣ Advanced filtering to quickly personalize insights
‣‣ Interactive drills within reports and attributes or measures across
data sets for deeper analysis
Mobile Alerts & Collaboration
GoodData creates a data-driven culture by automatically publishing insights and
alerts to the right team at the right time. Easily share dashboards and reports across
multiple teams with user group management. Set proactive alert notifications for
your mobile device and never stray from the truth. You can export dashboards
and reports in standard formats and schedule emails for delivery to anyone.
‣‣ Responsive KPI dashboard and proactive alert notifications on any device
‣‣ Easily create and manage groups of users and their associated permissions
‣‣ Annotate or comment on any report and automate dashboard or report
emails to collaborate with the team
‣‣ Export any dashboard to pdf or report to csv, excel, png and other standard
formats
“On every count – from the strength of the platform, to the level of
customization, to the quick time to value – our expectations have
been exceeded by GoodData’s platform.”
Christopher Marin, Sr. Principal, Digital Marketing Ecosystem &
Analytics”
Completely Customizable ExperienceSoftware Vendors
GoodData helps customers provide a seamless experience to their clients that
reflects and elevates their brand. With technical integration and design-focused
capabilities, analytics become an integral value driver of your core product and/
‣‣ Customizable dashboards
‣‣ Ad hoc analysis and data discovery
‣‣ Advanced, predictive functions
‣‣ Export and emailing

9. © 2016 GoodData Corporation. All rights reserved. 9
Responsive Insights Exploration
Analytic Designer
GoodData’s platform allows you to explore insights within an intuitive drag-and-drop data discovery
experience. Any user can create compelling, insightful visualizations that are customized to their
workflow. The ease of discovering new insights is offered to business users with any skill level, and
accelerates productivity and efficiency for data driven decisions.
‣‣ Embrace the guided analytic experience that intelligently recommends comparisons and abstract
data points that lie outside your visibility and expectations
‣‣ Easily publish and share insights to all or select users in your team
‣‣ Automatically generate common measures and spend less time defining queries
‣‣ Perform forecasting analysis or period-over-period comparisons with just a few clicks
High Performance with Extensible Analytics Engine
Our managed solution is designed to reduce the complexity of the analytic process with fast
computations, responsive dashboards, and without performance lag. GoodData deploys a variety of
performance and query optimization techniques with the Analytics Engine, including in-memory and
sub-query cache across the platform which can handle normalized and denormalized data models
efficiently.
GoodData’s DevOps team manages platform scale, tuning and back-end operations. The integrated
operational approach reduces risk for our customers, lowers their total cost of ownership and
accelerates results for the entire B2B network.
‣‣ Scale cloud infrastructure automatically, with growth
‣‣ Deploy reusable measures and optimize query for fast performance
‣‣ Provision and update analytics workspaces
through automation, eliminating expensive
infrastructure and operational costs as you
scale
‣‣ Empower consumer-level UI
responsiveness and concurrency
‣‣ Deep integration with core systems enable single sign-on with SAML 2.0, Okta, or Salesforce
authentication platforms.
‣‣ Extensive branding and customization options for color palettes, design elements, font types and
multi-media components
‣‣ Seamless embedding capabilities with the ability to embed within any web application with an
html iframe and drill across.
‣‣ Custom branding and white labeling allows customers to remove GoodData branding elements
and apply organization branding with logo, custom url and design elements.

10. © 2016 GoodData Corporation. All rights reserved. 10
Self Service Data Access
GoodData promotes a single source of truth by providing business users access
to pre-approved or governed datasets that can be seamlessly explored using
the intuitive data discovery interface. This improves the efficiency, maturity and
adoption of analytics within the organization.
GoodData allows business users to easily upload their own csv files and connect
personal data by simple attributes like date to view their analysis side-by-side with
provisioned data sets.
‣‣ Easily upload personal csv files and explore trends within your analytic
workspace
‣‣ Merge personal and production data with connected dates for deeper
analysis
‣‣ Manage and update personal csv files within the load interface
‣‣ Load new production benchmarking data sets to enrich the experience
Powerful Predictions Made Easy
GoodData brings data to life with deep statistical calculations
and formulas. Users can easily add forecasts, regressions and
other statistical summaries of your data in seconds, and we even
provide templates to teach users advanced analytic techniques
like lagged correlation, time series forecasting or how to run open
source R models within the platform:
‣‣ Extensive library of 70+ statistical functions
‣‣ Choice of trend lines enhance your analysis
‣‣ Regression, correlation, and forecasting keeps you two steps
ahead
Functions Included in the Predictive Statistical Package:
‣‣ Forecast
‣‣ Standard Deviation
‣‣ Frequency
‣‣ Histogram
‣‣ Aggregation
‣‣ Linear Regression
‣‣ Covariance
‣‣ Correlation
‣‣ R-Squared
‣‣ Time Series Analysis
‣‣ Normality Testing
‣‣ Hypothesis Testing
Multi-Dimensional Analysis with MAQL
The heart of the GoodData platform is the advanced analytics that take place in every workspace,
driven by the Analytics Engine. GoodData provides advanced multi-dimensional analysis across data
sources for businesses on our secure enterprise cloud. The extensible analytical engine’s instructions
are written in a human-readable analytic query language, MAQL.
This proprietary language includes over 70 (and counting) predictive statistical, mathematical and text
manipulation functions. The analytical engine optimizes queries, updates shared caches and indexes,
and calculates results in real-time. The engine exposes the best practice recommendations within the
data discovery canvas for actionable insights.

11. © 2016 GoodData Corporation. All rights reserved. 11
Connected Insights Service
GoodData leverages the power of your network to deliver enhanced analytical capabilities that increase
visibility into your business and reveal insights that might otherwise remain hidden. These insights help
you discover your top performers to identify best-of-breed solutions, augment your data with external
content to better understand cause-and-effect, and expand on analytic maturity.
Benchmarking and Scorecarding
Another major benefit of GoodData’s architecture is its network effect that gives our clients the ability
to centralize and benchmark performance across all client projects. Our customers have the ability
to set up benchmarking workspaces with anonymized, aggregated datasets to drive continuous
improvement across your entire business network. With a scorecard, clients can focus on the key areas
and track their results with an assigned grade for each KPI metric along with an overall performance
grade. This allows the clients to measure against industry trends and drive strategy in different site
locations.

12. Data Enrichment
Engagement Analytics
Clients can add value to their analytics by overlaying existing datasets with additional third party and
industry data. GoodData integrates datasets together to enhance the value of actionable insights to
be much more telling and comprehensive. Through a synergy of your data and external influences,
end users build interactive, integrated and consistent data stories that moves their business forward.
To uncover previously unknown trends or insights, you can augment or enrich your analytic products
with:
‣‣ Demographic data: Location-specific demographic data provides a unique view into consumption
patterns, engagement, performance and other attributes that directly affect analysis across each
LOB and customer in your network.
‣‣ Firmographic data: See how business landscape in each location affects your B2B network and
their end users
‣‣ Macroeconomic data: Amplify insight with a clear understanding of macroeconomic factors
occurring in sync with your business changes.
‣‣ Social media data: Today social media engagement directly affects business outcomes. Add this
essential framework to help you understand consumer behavior and social campaigns.
‣‣ Weather data: Allow your network to interpret multiple trends by understanding how the weather
patterns influence business outcomes and performance in each location.
In addition to analytics optimization, GoodData provides customers with an Engagement Analytics
workspace. This drives user adoption for your clients by providing critical understanding of the
demand and usage patterns across your client base. Tracking adoption and engagement has enabled
our clients to create Smart Business Applications that are tuned in into the user experience, allowing
them to iterate and develop engaging analytics that brings users back.
© 2016 GoodData Corporation. All rights reserved. 12

13. Proven Expertise
We’ve been partnering with market-leading companies since 2007. Over
the course of thousands of implementations we have learned that a lack
of go-to-market strategy is one of the top reasons why enterprise data
products fail. To enable your success, GoodData offers a comprehensive
set of Professional Services and Support offerings that focus on your
success. Staffed with industry-leading experienced professionals that
create best-in-class solutions with the GoodData Platform, we help you
through inception, development, testing, launch, and maintenance, to
ensure success across the entire data and analytic product lifecycle.
Implementation:
Continued Success:
Our customers leverage GoodData’s expertise at all
phases from conducting market analysis, end-user
focus groups/interviews, and product design workshops
to developing habit-forming design, outlining product
roadmaps, creating effective pricing all the way through
packaging and launch strategy.
We stay laser focused on our customer’s needs through
a set of structured phases, checkpoints, and feedback
cycles. Our team provides continual assistance with
planning and executing on release goals and development
timelines, building and maintaining data architecture, and
conceptualizing and developing your data product with
the overall goal of achieving immediate and significant
results.
A GoodData partnership doesn’t stop once your analytics
are up and running across your B2B network. We help
you move up the analytics maturity curve by enhancing
existing data products, providing world-class round-
clock technical support, and offering extensive training
programs to get you up and running as rapidly as possible.
‣‣ Take charge of the continued success of your
products by leveraging GoodData Success
‣‣ Advisory Service that acts as an extension of your
team
‣‣ Resolve any questions or issues with our award-
winning support team available to you 24x7
‣‣ Ensure that your team is enabled to develop and
deliver by leveraging a variety of online training
resources or custom on-site training programs.
GoodData Names
Leader in Cloud Business
Intelligence by Forrester
Research
GoodData was cited as a
Leader in the The Forrester
Wave™:
Cloud Business Intelligence
Platforms, Q4 2015 report
by Forrester Research, Inc.
GoodData Named a
Leader by Nucleus
Research for the Third
Time in Row
For two years, GoodData
has been recognized
as a Leader in the bi-
annual Nucleus Research
Technology Value Matrix
for Business Intelligence
and Analytics
Nucleus Research
recognizes BI and
analytics leaders based
on key functionalities,
including data discovery
and visualization
products, cloud-based
and as-a-service business
intelligence tools that
improve business value
with high levels of usability.
“GoodData offers a
cloud-based platform-as-
a-service that prioritizes
helping users build a
solution in areas such as
sales, social and marketing.
We’ve found that because
the company offers
easily scalable data for
a wide range of users,
customers are getting a
higher ROI from this type
of offering,” said Anne
Moxie, analytics analyst
at Nucleus Research
GoodData Granted
2015 Cloud Computing
Excellence Award TMC,
a global, integrated media
company, recognized
GoodData as a 2015 Cloud
Computing Excellence
Award winner. The Cloud
Computing Excellence
Award, presented by
Cloud Computing
magazine, recognizes
companies that have most
effectively leveraged cloud
computing in their efforts
to bring new, differentiated
offerings to market.
© 2016 GoodData Corporation. All rights reserved. 13

14. About GoodData
GoodData empowers organizations to commercialize and monetize their data. We do this by providing
the platform and expertise to quickly create and distribute Smart Business Applications that open new
channels of revenue and increase customer retention.
Our clients include enterprises like Penton that need to deliver data products or packaged analytics
to their B2B networks and software companies like Zendesk that want to embed analytics within their
existing applications.
GoodData is headquartered in San Francisco and is backed by Andreessen Horowitz, General Catalyst
Partners, Intel Capital, TOTVS and others. For more information visit our website and follow GoodData
on Twitter and LinkedIn.
© 2016 GoodData Corporation. All rights reserved. 14
©2016, GoodData Corporation. All rights reserved. GoodData is a registered trademark of GoodData Corporation in the United States and
other jurisdictions. Other names used herein may be trademarks of their respective owners.
SLA and Trust
GoodData offers a 99.5% uptime SLA for enterprise deployments, setting an industry benchmark. We
provide high-availability and failover of the platform by having multiple load balancers handling traffic
from the outside of the platform, forwarding load to multiple application server instances hosting
the public API. If any of these servers go down, balancers automatically route traffic to the remaining
"healthy" application servers. The asynchronous tasks infrastructure is also fully redundant. Our award-
winning support team has operation engineers at the ready 24x7 with detailed monitoring, alerting
and log messages available to them enabling them to respond to issues quickly.