From business owners to senior executives to marketing managers to frontline staff, entire organizations are utilizing one type of software as both a strategic and tactical tool, as well as a way to improve marketing reporting. Business intelligence software (BI) is being used to leverage big data and cloud computing in order to sort, analyze, and present complex datasets in easy-to-read reports.
Over the last 14 years, big data and business analytics have grown to over $187 billion globally, as predicted recently by the IDC.
Why are more and more companies utilizing BI software?
BI software allows you to optimize business intelligence for sales opportunities, lead generation, lead conversion, market analysis, marketing strategy, and customer segmentation. By combining various databases with real-time data and cross-departmental collaboration, organizations are able to manipulate huge volumes of data and surface an almost unlimited amount of insights. These can include:
Analytics are the backbone of business operations for organizations of all sizes and industries. In order for these organizations to understand their employees, customers, and processes—and develop effective marketing plans—they need to be able to effectively analyze their data analytics and provide a useful portrait of said data.
Looker, Tableau, Microsoft's Power BI, Databox, and Grow each provide comprehensive business intelligence tools complete with data analytics, visualizations, and collaboration with other programs. Below, we give you the 411 on these give popular BI solutions, along with details on where each one excels and where they fall short.
From dashboards to reporting, the Looker Data Platform is a one-stop shop for BI, analytics, visualization, and data management. For businesses both large and small, data can be analyzed in real time within Looker’s 100 percent in-database and browser-based platform.
The platform, which integrates with any SQL database or data warehouse, has powerful sharing capabilities. In addition, Looker’s data models, called LookML, allow non-technical users to scan an SQL database successfully without prior coding knowledge. Users are also able to create new metrics, edit the LookML data model, and have access to a large variety of visuals including charts, graphs, and maps.
Looker offers open APIs for integration with custom or third-party applications.
Looker doesn’t offer pricing information but instead develops customized quotes based on organizational needs. Variables that affect pricing include the size of the deployment, the amount of database connections, and how many users will have access to the platform.
Tableau offers a robust platform for data visualization and analytic reporting. Perfect for organizations of any type and size, Tableau offers simplicity and ease of use with drag-and-drop features, the ability to share information across an organization and create dynamic visualizations and reports, without the need for any coding or programming skills.
Tableau offers the Tableau Extensions application programming interface (API), which allows for the direct integration of web-based applications into the Tableau dashboard. Other dashboard integrations include customer relationship management (CRM) systems; integration with enterprise resource planning (ERP) tools; extract, transform, and load (ETL) software; and the Microsoft Office Suite.
In addition, Tableau offers support for hundreds of data connectors such as online analytical processing (OLAP).
Sample integrations include Facebook, Google Analytics, Google BigQuery, Google Ads, Google Sheets, Salesforce, and Twitter. Deployment options include Windows, Linux, AWS CodeDeploy, Azure, and the Google Cloud Platform.
In addition to a 14-day free trial for new users, Tableau offers customized subscription services based on number of users, and whether or not an organization needs data prepping, data cleaning, or hosting services. Plans range from $12–70 per month, per user.
With a collection of software services, apps, and connectors that work together to turn your data into coherent, visually immersive, and interactive insights, Microsoft’s Power BI gives a bird’s-eye view of any organization through its cloud-based analytics platform. It simplifies sharing and evaluation for users by allowing them to connect all of your data sources, visualize and discover what’s important, and share that information both inside and outside the organization.
Power BI integrates with Microsoft Dynamics, Salesforce, Google Analytics, Microsoft Excel, Mailchimp, GitHub, Comscore, Adobe Analytics, Acumatica, Circuit ID, and Azure Mobile Management, Zendesk, and more.
Power BI offers a free desktop version for individual users, as well as packages that start at $9.99 per month, per user, which include features like data governance, content packaging, and distribution. A free 60-day trial of this package is available. Premium plans start at $4,995 per month, per dedicated cloud computer and storage resource.
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With Databox, a cloud-based business analytics tool, users can incorporate data from multiple sources into customizable KPI dashboards that are viewable from any device. Features include drag-and-drop capabilities, customizable report viewing with multiple data visualizations, live previews, custom metrics, events, statistics, and goals.
Databox currently integrates with 70+ applications, including all major social media platforms, Mailchimp, Stripe, Zendesk, Google Analytics, Google Ads, HubSpot and more.
Databox offers a subscription-based service ranging from $49-$250 a month. They also offer a free tier that gives you the opportunity to build out 3 dashboards.
Where Databox Falls Short
With the Grow cloud-based data platform, marketers are able to combine data from hundreds of connections including Salesforce, Dropbox, Google Analytics, Twitter, and MySQL (as well as spreadsheets and in-house data sources) into one fully customizable dashboard that gives a real-time, enterprise-wide, visually beautiful view of your business analytics, trends, workflows, and key activities.
Grow currently integrates with 123 applications, including all major social media platforms, Marketo, Microsoft Excel, Salesforce, Zendesk, Google Analytics, Google Ads, and more.
Grow doesn’t offer pricing information, but instead develops customized quotes based on organizational needs. Variables that affect pricing include the size of the deployment, the amount of database connections, and how many users will have access to the platform.
In summary, you’ll want to choose a platform based on the vision you have for your organization, your data strategy, your marketing needs, and your specific business users’ needs. Whether you choose Looker, Tableau, Power BI, Databox, or Grow, you’ll want to define the future state of your business with a clearly outlined, well-thought-out data strategy that includes a tiered roadmap of how you’ll execute each step of your data architecture.
Enterprises have diverse needs and requirements and no software platform will be a perfect out-of-the-box solution that fulfills all of your business requirements. Instead, plan on customizing the application of your choice for your special wants, staff member skill levels, budget, and other needs.
Do your groundwork, look into each application in detail, read a few reviews, contact the seller for explanations, and finally select the application that offers the features and flexibility you desire.