Self-Service BI Is a Lie (Unless You Govern the Metrics)

Self-service BI was supposed to free the data team. Give everyone a BI tool, teach them to drag and drop, and they'll answer their own questions. The data team can stop building dashboards and focus on infrastructure. That's not what happened. What happened: everyone builds their own dashboards with their own metric definitions. Marketing's "active users" counts monthly logins. Product's "active users" counts weekly feature usage. Finance's "active users" counts paying customers. Three dashboards, three numbers, one term. The data team now spends their time reconciling conflicting metrics instead of building. Self-service BI without governed metrics is just self-service chaos. What is self-service BI? Self-service BI means non-technical users can query data, build visualizations, and generate reports without help from the data team. The tools (Metabase, Looker, Power BI, Tableau, Superset) provide drag-and-drop interfaces, visual query builders, and template libraries. The promise: democratize data access. Anyone can answer their own questions. The reality: it works for simple questions ("how many orders this week?") and breaks for anything requiring business logic ("what's our net revenue retention?"). Users either define metrics incorrectly or ask the data team anyway. The data team becomes a help desk for the self-service tool instead of a help desk for SQL. Where self-service BI goes wrong Metric sprawl Without a central definition, every self-service user creates their own version of key metrics. A company with 50 Metabase users might have 30 different "revenue" calculations saved across collections. Which one is right? The one that matches the board report. Which one matches the board report? Nobody knows without checking each one. The "someone who knows" bottleneck True self-service requires understanding the data model. Which table has revenue? What does status = 3 mean? Is the amount column in cents or dollars? Pre-tax or post-tax? Including shipping or exc