We asked our digital marketing experts here at The Search Agency what their top picks are for the best business intelligence tools. These are end-to-end marketing integration tools that allow marketers and agencies to unify all their data, KPIs and stakeholders across teams, channels and platforms.
We chose these four to be ranked because they’re possibly the most recognized and used in the industry, and they’re also the most respected based on results, features and ease of use.
4. Google Data Studio (Beta)
Although still in beta, we felt it important to feature this tool on this list because of our affinity for Google and its products. We love integration, and when it comes to reporting, any tool that integrates easily with Google Analytics is great in our book. When it comes to integration, one of the features we appreciate the most is that you can pull in more than just Google Analytics data, such as data from Facebook – so long as it’s in a Google Sheet. If you can get your data into a Google Sheet, you can pull it into your reporting in Studio. While we wish the integration was more seamless, we do like that this tool was designed with clients in mind and offers plenty of features to customize and optimize reports to make them easy for everyone to digest. Check out SearchEngineLand’s step-by-step guide on how to access and use Google Data Studio.
One business intelligence tool that’s relatively new in the business intelligence space and creating a lot of buzz is Domo. Jumping onto the scene in 2010, the cloud-based software offers a beautiful interface and integrates on-premise data and external data sources within the cloud. Domo offers over 100 connectors right out of the box. There’s a lot of hype about Domo; some of it’s well-deserved, some of it isn’t. For instance, Domo does an outstanding job of delivering appealing executive dashboards, and it’s landed a number of major clients. However, Domo’s current features and price point don’t deliver the value we think most businesses deserve.
If you’re choosing a business intelligence tool for your analytics, you have probably heard about Tableau Software. Tableau provides desktop, server and hosted software that allows users to connect, explore and visualize their data. Tableau has native connectors that enable it to query relational databases, cloud databases, flat files and spreadsheets. It’s been around for over 14 years, has won awards and provides a great deal of resources such as community forums, blogs and online training, so it definitely carries some weight in the industry. With that said, if you’re looking at enterprise business intelligence reporting tools, Tableau will not fit every need. It’s not for operational/tabular reporting. In these cases, Tableau is an excellent tool to augment an enterprise suite.
For our industry and market, this is the best tool out there. Datorama is used throughout our agency to consolidate data and reporting from all our marketing and advertising tools into one system. It helps alleviate the time and effort put into reporting by automating the process and allows us to more easily gain insights from our data. The other tools on our list are great, but they either don’t offer a lot of the same features or they’re geared towards general use which means some important features are not yet built into them. The latest news about Salesforce acquiring them for almost $800 million dollars is great proof of the tool’s capability for agencies and marketers. We think Datorama is the perfect solution for centralizing marketing and advertising data, and for automating reporting.
Do you have any favorite business intelligence tools that didn’t make it into our top picks? Would you have ranked our list differently? Let us know in the comments.