In the latest, rapid consolidation of the business intelligence software market, Logi Analytics Inc., which sells tools for developers to embed data analytics capabilities into their software applications, today said it’s acquiring data visualization firm Zoomdata Inc.

The acquisition, for an undisclosed sum, will help to further Logi Analytic’s embedded analytics capabilities, according to Zoomdata Chief Executive Officer Nick Halsey.

“By joining forces with Logi, our groundbreaking analytics software will be embedded in more applications,” Halsey said in a statement. “Many more people will be able to analyze billions of rows of data in seconds, even across multiple data sources, within the applications they use all day, every day.”

Logi Analytics offers a range of capabilities including security integration, self-service analysis, workflow analytics, predictive analytics and more. Zoomdata, meanwhile, is more focused on the real-time exploration of big data and streaming data.

“The nature of data is changing,” said Logi Analytics CEO Steven Schneider. “At Logi, our vision is to help application teams create smarter software. And with Zoomdata, product managers and developers have native access to cloud data warehouses, big data, and streaming data, plus an expert global partner network.”

Logi Analytics’ acquisition comes at a hectic time in the data analytics market, what with Google LLC buying up Looker Data Sciences Inc. for $2.6 billion just last week, ahead of today’s big news that Salesforce.com Inc. is planning to buy Tableau Software Inc. for $15.7 billion.

Those deals come amid intensifying competition in analytics among the various cloud computing players, which include leaders such Amazon Web Services Inc. and Microsoft Corp.

“Zoomdata was a data exploration and data visualization vendor that specialized in handling modern sources including big data, streaming, and cloud sources,” said Doug Henschen, an analyst with Constellation Research Inc. “It presented itself as a more scalable alternative to the likes of Tableau and Qlik, but as those vendors have been addressing their data-scale limitations and high-scale deployments moving into the cloud instead of on-premises Hadoop deployments, its opportunities dwindled. It’s a technology pickup for Logi that surely didn’t break the bank and it will extend and complement that vendor’s embedded strategy to better support streaming and high-scale data.”

But Logi Analytics still believes there’s room for smaller players like itself. It said that more than 2,100 application teams are using its analytics capabilities to improve their data visualizations, for example.

“It’s consolidation time in the BI space and today it is Logi’s turn to acquire Zoomdata, which gives it important visualization and streaming code assets,” said Holger Mueller, principal analyst and vice president of Constellation Research Inc. “Enterprises needs analytics to successfully operate their next-generation applications, and often embed analytics directly into those apps. Logi is a good partner here, and with today’s acquisition it’s much more attractive for executives that make the calls in regards to analytics strategies.”

The acquisition is Logi Analytics’ second this year. In February it announced it was buying a company called Jinfonet Software Inc., which sells tools for integrating BI and analytics software with various applications.