Business Intelligence Buyer’s Guide

The BI space is highly fragmented with over 30+ tools to choose from. Read our business intelligence buyer's guide to find your best-fit.
February 28, 2024

Ever noticed that during those caffeine-fueled board meetings, there are discussions around data that transform plans into wins? Of course, not every decision is solely based on data – sometimes instincts kick in. Still, writing data completely off is a big no!

Numbers don’t lie. According to a 2019 Deloitte survey, “companies that have CEOs making data-driven decisions are 77% more likely to exceed their business goals.”

So what makes these companies data-driven? Their business intelligence! If your company doesn’t have its BI figured out yet or is planning a switch to a better solution, read on!  

In today’s flooded BI market, finding the right BI tool that suits your specific use-cases, industry, and budget isn’t a walk in the park. We get it - the data space is one of the most fragmented ecosystems out there. That’s why the expert recommendations, vendor comparisons, and key considerations shared in this guide are a great starting point.

As a bonus, check out our BI selection & implementation approach toward the end - it makes buying & using BI much quicker.

Guide me

What are BI tools?

Business Intelligence (BI) tools are like the north star for businesses. They gather and analyze data, turning it into easy-to-understand insights that help companies make smarter decisions, understand customers better, and work more efficiently.

Businesses might miss important trends or waste time on less effective strategies if not for the insights BI tools provide. They make it easy to see what's working and what needs improvement.

For example, in sales, BI tools can show which products are selling the most. In marketing, they reveal which campaigns are successful.

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Business intelligence process

A standard data flow involves collecting data from various sources, ingesting it into a central warehouse using Extract Transform Load (ETL) processes, and modeling it to define relationships within the stored data.

Business Intelligence process begins with asking questions about the data after organizing it. Here's a simple breakdown of how it works.

Visualization of the BI process
Visualization of the BI process

Benefits of using a business intelligence tool

In plain language, a BI tool turns raw data into useful insights. These insights help boost business efficiency and guide smart, data-driven decisions, giving a competitive edge in the market. Let's explore how a business intelligence tool can really benefit your business.

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Gain unparalleled visibility with dashboards

BI tools use visuals and dashboards to show how well your business is doing. They help you track important numbers, see how close you are to your goals, and find insights with easy-to-understand charts. Having a BI tool makes it simple to make smart, data-driven decisions by knowing your operations inside out.

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Boost efficiency with real-time insights

BI tools keep you ahead by monitoring unfolding data trends. They provide almost real-time access to crucial business metrics, empowering you to keep an eye on operations. This helps identify areas for improvement and take early proactive actions.

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Foster a data-driven culture with self-serve analysis

Building a data-driven culture with self-serve analysis means everyone in your team can use BI tools to make decisions based on data. These tools have easy interfaces, allowing anyone to find business answers, create reports, and explore specific insights. This builds a culture where everyone can uncover valuable insights and contribute to the company's success.

Types of business intelligence tools

BI tools fall into two main categories: Open-source and Enterprise. Understand the differences, and evaluate their pros and cons based on your business needs.

Open-source BI tools

Open-source BI tools are free tools (just about) for businesses to see and understand their data. These tools are flexible and customizable that don't cost much, making them great for companies that want to analyze data without spending a lot on software.

Pros

Lower initial cost

Most open-source tools are a steal. Sometimes, the company behind them also offers premium (but easy on the pocket) plans that come with extra services like cloud hosting and access control. It's a more budget-friendly way to get additional features.

Easy customization

With open-source tools, businesses can easily adapt and customize the software to meet their specific needs or integrate it with other systems.

Cons

Require technical expertise

Maintenance and support demand a team of highly skilled developers.

Lack of support

Open-source tools often rely on user communities for support, which may not always offer timely assistance. You might also encounter occasional bugs and issues. Moreover, the tool's uptime and maintenance are entirely reliant on the technical support team.

Enterprise BI solutions

Enterprise BI vendors provide advanced tools and solutions to help big businesses (those with substantial revenue, huge workforce, established market presence, and complex business operations) make sense of their data. These tools help organize, analyze, and present enterprise business data in a way that makes sense.

Pros

Comprehensive feature sets

Enterprise tools offer advanced features like augmented analytics, data governance & compliance, big data integration, embedded analytics, and support for handling large volumes of data.

Wide range of integrations

Enterprise BI tools often come with pre-built connectors and integrations to various data sources, databases, and apps commonly used in enterprise environments.

Robust support and training

Support includes implementation, troubleshooting, maintenance, and training for new features.

Cons

Pricey

Enterprise solutions can be costly due to licensing fees, subscriptions, or upfront expenses.

Vendor lock-in

Heavy reliance on a vendor’s products/services means switching to an alternative solution can be challenging.

Steep learning curve

Learning to use enterprise BI tools takes time, and employees may need a while to get the hang of it.

Questions to ask yourself before buying a business intelligence tool

BI tools comparison matrix

Comparison Matrix

Founded at

Headquarter

Cloud Compatibility

Pricing Plans

Pros

Cons

Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly

Preset

Good for SMB

Azure, AWS, GCP and custom

Email, slack

Power BI

Good for SMB to mid-market

Mainly Azure

Email, teams

Lightdash

Good for SMB to mid-market

Azure, AWS, GCP

Email, teams

Sigma

Good for mid-market

Azure, AWS, GCP and custom

Email, slack

Looker

Good for mid-market

GCP

Email, teams

Preset

Preset is built on the concept of datasets. These datasets are enriched tabular structures that manifest as physical tables with extra semantics and metadata. What this means is that anyone in the organization, including data teams and business users, can query and explore dashboards built from common datasets. These datasets are curated with metrics such as calculations and table aggregations, which are always up-to-date.

Founded at

2014

Headquarter

California, US

Cloud Compatibility

Azure, AWS, GCP and custom cloud-based

Pricing Plans

Free for up to 5 users;

Professional Plan at $30/user/month;

Annual Enterprise Contracts Available

Our Recommendation

Use Preset if ...

  1. You want to build dynamic and beautiful dashboards quickly.
  2. Your company have small team of 10-20 users with budget ~$500/month.

Pros

Beautiful charts. 40 pre-installed visualization and CSS templates for custom theming. 

dbt integration & Preset semantic layer for last-mile SQL transformation. 

Built-in SQL Editor.

Cons

Limited filtering capabilities comparing to other tools, for example, limited customization for date range filter.

No support for advanced data analytics such as machine learning and predictive analytics.

User Friendly Dashboards

Preset provides a clean, modern, and customizable user interface and dashboard that are user-friendly and easy to navigate. The dashboard is highly interactive, enabling users to click on any widget to access additional information or take action.

Dashboard View for visualizations
Building View for datasets & metrics

Embedded Dashboards

You can utilize the Superset Embedded SDK to embed your Preset dashboards and analytics within your own applications. A Preset guest token allows your users to access embedded Preset resources, such as dashboards, without the need to log in to Preset as usual. Please note that embedded features come with separate pricing and require annual commitments.

Embed dashboard to your applications

Data Modelling

You can manipulate your data by:

Using Preset’s built-in SQL editor to create virtual datasets by treating the results of a SQL query as a table.

Using Preset’s Datasets feature to change the data type of the data columns and add calculated metrics with SQL or formulas.

Edit your datasets

Create datasets with SQL editor

Cross Filtering

Cross-filtering feature allows you to filter data from multiple charts at the same time

Filters Scoping

Select specific Charts or Dashboard that will be affected by a specific filter.

Drill to Details

When you want to explore the underlying data of a specific value or a set of values on the chart, for example, all columns in the dataset for rows filtered to the selected values, you can use the Drill to Detail By functionality.

Drill down into raw data

Reports

Reports are snapshots of your data that can be scheduled to be delivered on a regular basis. Reports can be sent via email or Slack, and they can include charts, tables, and text.

Alerts

Alerts are notifications that are sent when a specific condition is met. For example, you could create an alert to be sent when the number of failed login attempts reaches a certain threshold. Alerts can be sent via email, Slack, or SMS.

Get snapshots via email or slack
Create customized alerts
Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly
No items found.

Power BI

Power BI is a unified, scalable platform for self-service and enterprise business intelligence (BI). Connect to and visualize any data, and seamlessly infuse the visuals into the apps you use every day. Power BI offers a range of features and functionalities including a marketplace for third-party visualisations, data shaping and cleaning tools, self-service exploration and collaboration features, proactive monitoring and alerts, Azure machine learning and many more.

Founded at

2014

Headquarter

Washington, US

Cloud Compatibility

Mainly Azure

Pricing Plans

Power BI Pro Plan at $10/user/month;

Premium Plan at $20/user/month;

Annual Enterprise Contracts Available

Our Recommendation

Use Power BI if ...

  1. Your organization relies heavily on Microsoft products like Azure, Office 365, and Dynamics 365. Power BI seamlessly integrates with these platforms, which enables you to leverage your existing infrastructure efficiently.
  2. You want to uncover insights faster with Copilot in Power BI. You can describe what you need and Copilot will analyzes, pulls, and visualizes the information.

Pros

Ease of collaboration in a Microsoft-powered environment where reports and dashboards are interactive and can be published and shared with a larger audience. 

It offers a wide range of visualizations and customization options, including comparison, correlation, distribution, ranking, and more. 

Cons

There is a limit of 1 million rows returned on any query.

When data changes, you have to refresh to display the latest data, as Power BI utilizes a lot of caching.

Non-consistency in visuals may occur when data changes; different visuals on the same page or different pages can show varying results. Refreshing all visuals corrects this problem.

Intelligent Visuals

Power BI is one of the best tools when it comes to the customization functionalities of your visualizations and dashboards With the launch of Copilot, you can simply describe the visuals and insights you’re looking for, and Copilot will do the rest, which leads to faster insights.You can experience an interactive Power BI dashboard and try for yourself.

Dashboard View for visualizations
Building View for data models

Embedded Dashboards

You can use Power BI REST APIs and Client APIs to embed your Power BI dashboards and analytics in your own applications. Depending on your hosting region and node type, embedded dashboards starts at $700/month, see detailed price here.

You can check the embedded capabilities in this sandbox.

Embedded dashboard on your application

Data Modelling

You can manipulate your data by :

Create and manage relationships between tables manually or automatically though auto detect. 

Utilizing Data analysis expressions (DAX), which is a library of functions and operators, to perform advanced calculations and queries on data in related tables and columns. 

Creating data models
Using DAX to create calculations

Drill down to row level data

You can drill-down, drill-up, and expand to add another hierarchy level to the current view. You can also export the raw data into tables for further analysis.

Cross-Filtering and Cross-Highlighting

Selecting a data point in one visual on a report page will cross-filter or cross-highlight the other visuals on the page. Cross-filtering removes data that doesn't apply, and cross-highlight retains all the original data points but dims the portion that doesn't apply to your selection.

Expand to multiple levels of hierarchy

Industry-leading AI

Now with Copilot and Power BI, non-technical users can just describe their needs and Copilot can automatically create the reports, and you can ask any deep dive questions in chatbot.

“Get Insights” button

Power BI allows you to run insights on the entire dataset or on a specific report with just one button click and conveniently pin the insight charts to the dashboard.

Creating dashboard with natural language
Ask any questions and get answer in seconds

Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly
No items found.

Lightdash

Power BI is a unified, scalable platform for self-service and enterprise business intelligence (BI). Connect to and visualize any data, and seamlessly infuse the visuals into the apps you use every day. Power BI offers a range of features and functionalities including a marketplace for third-party visualisations, data shaping and cleaning tools, self-service exploration and collaboration features, proactive monitoring and alerts, Azure machine learning and many more.

Founded at

2021

Headquarter

California, US

Cloud Compatibility

Azure, AWS, GCP and custom cloud-based

Pricing Plans

Free if you host on your own;

Cloud version starts at $400/month;

Annual Enterprise Contracts Available

Our Recommendation

Use Power BI if ...

  1. Your organization relies heavily on Microsoft products like Azure, Office 365, and Dynamics 365. Power BI seamlessly integrates with these platforms, which enables you to leverage your existing infrastructure efficiently.
  2. You want to uncover insights faster with Copilot in Power BI. You can describe what you need and Copilot will analyzes, pulls, and visualizes the information.

Pros

SQL-first approach, which is developer-friendly. 

Git-Based Version Control. 

Lightweight and easy setup. 

Granular data access control (user permissions at the table and column levels, granting appropriate privileges to different user roles). 

Open-source customizability.

Cons

Limited security and governance features compared to other tools.

Scalability and performance may not be on par with some commercial BI tools specifically designed for handling large volumes of data and complex analytics workloads.

Limited visualization and customization capabilities.

SQL-First Approach

Lightdash allows users to use their favourite text editor and test changes in a sandbox before merging to production. You can also use live previews and development environments to speed up our development workflow.

You can experience an interactive Lightdash Marketing dashboard to try it out yourself.

Dashboard View for visualizations
Explore View for explorations

Using DBT for modelling

In Lightdash, everything you need for BI is written as code in your dbt project. You can use dbt to transform all of the data from your data warehouse, then use Lightdash to explore the data. To get a model in dbt Lightdash-ready, you need to define all of the columns that you want to explore in Lightdash and then test them out in a Lightdash preview environment.

Use dbt to power your data models in BI tools

Self-serve exploration

Anyone can get to the right answers quickly using pre-built metrics can get to the right answers fast using pre-built metrics. Define your business metrics once and make it available everywhere for your whole team to use. Lightdash offers powerful analytics capabilities, including the ability to perform advanced calculations and create custom metrics. Users can also create custom data pipelines to transform and clean data before it is visualized.

Using Tables and the Explore view

A Table is the main starting point for exploring data in Lightdash. It contains a group of related dbt models, dimensions, and metrics. You can explore tables, under table view.

Self-serve exploration to build your own reports

Data drill down and Cross-Filtering

It also have the most frequently used features, such as Viewing the underlying data and cross-filtering.  It also enables us to implement chart-to-dashboard by using a data point on a chart.

Drill down into raw data
Cross filtering for the entire dashboard

Share insights with your team

You can share a URL to a 'work-in-progress' data exploration or share a link to a saved chart or Download results as a .csv or a .png of the chart.

Share charts with your team
Export charts and raw data

Personal access tokens & Whitelisting email domains

You can create a personal access token (PAT) to authenticate in the CLI or with the API to provide additional security. Also. organization admins can add allowed email domains to their organization settings so that anyone with those email domains can automatically join their organization (without explicitly inviting them).

Personal access token

Whitelist email domains
Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly
No items found.

Sigma

Sigma Computing is a cloud analytics platform that provides instant access to cloud data warehouses through a familiar spreadsheet interface. It enables live data exploration from various sources, promotes collaborative analytics, supports SQL queries, allows for embedded analytics, offers robust data modeling and transformation capabilities, and empowers self-service analytics. Sigma also provides great customer support, training resources, and community channels for users.

Founded at

2016

Headquarter

California, US

Cloud Compatibility

Azure, AWS, GCP and custom cloud-based

Pricing Plans

Annual Enterprise Contracts

with 14-Day free trial

Our Recommendation

Use Sigma  if ...

  1. Your business teams are mostly familiar with excel, and need to export data into Excel or Google Sheet for their own analysis.
  2. Your data team never leaves cloud data warehouse and want to do explorative analysis of large amount of data in seconds.
  3. You want to enable your clients/customers to perform self-serve analysis in an embedded dashboard.

Pros

Works with billions of rows of data quickly. 

Empowers self service analytics via the spreadsheet interface and allows business users to drill down to exact row level data. 

Easy data manipulation via familiar Excel formula and built in formula to parse JSON in seconds. You can also easily write the transformations back to your data warehouse. 

Users can collaborate via the Live edit collaboration feature, like editing on Google Sheet together. 

Cons

Limited visualization options comparing to other BI tools like Tableau.

No Python or R notebook integrations.

Spreadsheet-like UI

Sigma is built for modern cloud data warehouse with your familiar spreadsheet-like UI and your most frequently used features, such as excel formula and pivot tables to manipulate data. You can experience an interactive Sigma dashboard to try it out yourself.

Dashboard View for visualizations

Workbook View for explorations

Embedded Dashboards

Sigma allows you to provide your customers with easy self-serve access to their data within your product via embedded dashboards. You can customize the dashboard theme, authenticate your customers using existing sign-on framework, and setup row-level security for the embedded dashboards.

Consumer Facing Result
Embedded dashboard on salesforce

Data Modelling

You can manipulate your raw data, such as changing data type, format, and parse out JSON easily via Sigma’s Datasets feature. Create a new calculated field simply by inserting a column and write Excel formula.

Dataset used to empower workbooks (i.e. dashboards) and updates to the dataset is cascaded to all workbooks built on it. You can also connect directly to dbt to centralize your business logic, and view the metadata for the dbt job, columns, and tables.

Embedded dashboard on salesforce
Add calculated fields with formula

“Bringing your own data” with Input Table

When your data is not in the data warehouse, such as finance forecast, you can use Input Tables to integrate new data entries into your analysis. Another useful use case of input table is to dynamically updating calculations in Sigma and creating a sample scenario model.

Enter your own inputs
Use growth estimate column for what-if analysis

Drill down to row level data

For business users, they can check the details behind the rolled-up data by drilling all the way to the specific transaction or item.

Dynamic dataset parameters & controls

Creating dataset parameters and referencing them allows you to dynamically replace values used in calculations, which allows you to ask the all-important “what if” from your data.

Show additional data in tooltip

You can customize the content of the data point tooltips and add additional fields to provide more information.

Drill down to one level deeper
View more data in tooltip

Workbook collaboration with Live Edit

Teams can work together on workbook drafts real-time, with all editors seeing and contributing to one live draft.

Taking notes and leave comments

You can add comments, notes, and analysis right alongside your charts and data so you never have to wonder “What did we do here?” again.

Real time collaboration
Add comments to metrics
Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly
No items found.

Looker

Looker is a comprehensive enterprise platform designed for business intelligence, data applications, and embedded analytics. It enables users to access, analyze, and act on the up-to-date, trusted version of their data and deliver trusted data experiences at scale, from the cloud of their choice—empowering them with real-time insights.

Founded at

2011 (Acquired by Google in 2019)

Headquarter

California, US

Cloud Compatibility

Azure, AWS, GCP and custom cloud-based

Pricing Plans

Pay as you go at $5000/month;
Annual Enterprise Contracts Available

Our Recommendation

Use Looker if ...

  1. You are on Google ecosystem. You can use your Google credits for Looker license.
  2. You are an enterprise prioritizing data governance, scalability, and advanced data modeling capabilities.
  3. You are seeking robust self-serve data exploration capabilities for your business users.

Pros

A single source of truth for business metrics with Looker’s semantic layer powered by LookML, which is Looker’s own SQL-based modeling language. 

Looker excels in providing centralized data governance, allowing administrators to manage data access and control permissions to the most granular levels. 

User friendly for business users to do self-service data explorations. 

Cons

Initial setup process takes long time and effort.

Learning curve for developers to pickup and implement LookML across the organization.

The tool can slow down for large and complex queries, sometimes takes long time to load dashboards.

Poor mobile experience.

Self-serve Explorations

Looker's direct connection to live, row-level data enables you to dig deeper into the metrics and gain a deeper understanding of the underlying "why". Business users can access “Explores”, which are created and verified by the data team, ensuring everyone is looking at metrics with the same definitions.

Dashboard View for visualizations
Explore View for explorations
Drill down and explore metrics in details

Embedded Dashboards

Looker’s embedded dashboards works with public embedding and private embedding via Looker login, Google OAuth, OpenID Connect, or even SSO. Lookers offers extensive customization of the embedded dashboard, granular access and data control, and you can even configure the session-level security such as how long users can stay logged in.You can experience a looker embedded dashboard at Atom Fashion (requires Google account to log in).

Embed dashboard to your applications
Embed dashboard to your applications

Data Modelling

Looker's data modeling relies on LookML, the Looker Modeling Language. LookML is used to create semantic data models, describing dimensions, aggregates, calculations, and data relationships in your SQL database. By writing a LookML model, Looker constructs SQL queries tailored to a specific database, facilitating efficient data analysis and exploration.

Use LookML to create semantic layer

Your Looker data model exists in two states: Production Mode and Development Mode.

Development Mode

Development Mode lets you make changes to LookML files and to preview how they will affect content on your instance. The changes you make to LookML files in this Mode do not affect the production environment, until they are pushed to the production environment.

Production Mode

Production Mode is the production version of Looker. Everyone using a Looker instance in Production Mode accesses their projects in the same state. Project files are read-only in this mode.

Use development mode for building semantic layer

Drill down to row level data

For business users, they can check the details behind the rolled-up data by drilling all the way to the specific transaction or item.

Filters Galore

Offer users the magic of data manipulation with multiple types of filters, providing intuitive and powerful environments for personalized exploration and empowering users to find the information they need independently.

Cross Filtering

Cross-filtering makes it easier and more intuitive for viewers to interact with a dashboard's data and understand how one metric affects another. With cross-filtering, users can click a data point in one dashboard tile to have all dashboard tiles automatically filter on that value.

Drill down into more details
Dynamic and powerful filters

Threshold based Alerts

The user-friendly alerts available on each tile of a Looker dashboard allow you (and your users) to react to small changes before they become big problems.

Unique Visualization

Different businesses require different visualizations. In the Looker Marketplace there are a host of add-on visualizations, built to fit more custom data needs. And if you want something even more bespoke, you can add custom Javascript visualizations for everyone to leverage.

Create customized alerts
Powerful visualizations library
Pricing
Structure
Compute
cost
Scalability
Ease of use
Real-time data processing
Partner ecosystem
Customer support
User access control
Performance
Cost management
Other features
Pricing
Ease of use for power users & developers
Ease of use for business users
Visualizations
Embedded dashboards
Cloud compatibility
Support
Notifications
Mobile friendly
No items found.
Book a free consultation

Business intelligence future trends

The BI space is buzzing with exciting trends that are about to shake things up. Thanks to new technologies and the ever-changing needs of businesses, we're in for some fascinating developments.

How 5X can help you procure and implement a BI tool

Assessing needs for best-fit vendor recommendations

We assess your systems, pain points, and priorities to recommend BI tools aligning with your budget, industry, and specific needs.


Creating proof of concepts with your actual data

We quickly build dashboards with your chosen tools and live data, slashing the process to under 2 weeks, avoiding demo scheduling and data team hurdles.


Streamlined negotiations and contract handling

5X manages negotiation, paperwork, and contracts, dealing with BI vendors to secure enterprise agreements, sparing you from complex sales talks.


Seamless integration with the rest of your data stack

Our end-to-end platform ensures easy integration of your chosen BI tool with other tools through a 1-click process. Onboard data vendors onto 5X, and your new BI tool seamlessly configures with existing tools, eliminating manual work for focused analytics.


Effortless migration & support to new tools

Switching to a new BI tool is effortless. Our specialists manage data migration, customized planning, and user training, ensuring a seamless transition. Post-migration support guarantees success.


Unified billing, user management, and insights

5X consolidates vendor bills into one monthly payment, simplifying finances. It also centralizes user access, usage monitoring, and dashboard access in a single location.


Book a free consultation

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