Self-service analytics implies that users design and develop their own reports and do their own data analysis with minimal support by IT. Most recently, due to the availability of tools, such as those from Qlik, Spotfire, and Tableau, self-service analytics has become immensely popular. Besides powerful analytical and visualization capabilities, they all support functionality for accessing and integrating data sources. With respect to this aspect of data integration four phases can be identified in the relatively short history of self-service analytics. This whitepaper describes these four phases in detail and shows how the tools Cisco Data Preparation (CDP) and Cisco Information Server (CIS) for data virtualization can strengthen and enrich the self-service data integration capabilities of tools for reporting and analytics.