The Ultimate Guide to Choosing the Right BI Tool in 2024

The Ultimate Guide to Choosing the Right BI Tool in 2024

The Business Intelligence market is expected to reach $33.3 billion by 2025. More companies are turning to advanced analytics and data visualization to improve decision-making, leading to increased adoption of these tools for effective data management.
But with so many BI tools, how do you choose the perfect option? This guide will benchmark industry leaders, like Zoho Analytics, Oracle BI, and Tableau, and discuss their strengths and shortcomings. We will explore different criteria, from user-friendliness to scalability, security, and cost, to help you make an informed BI tool decision. Read on!

BI Tools Definition and Importance

Business Intelligence (BI) tools are a comprehensive proprietary or open-source application software suite for gathering, analyzing, visualizing, and understanding your data. They transform the data shared across your various systems, like sales figures, marketing campaigns, and customer interactions, into actionable insights.
For example, your BI dashboard can display key performance indicators (KPIs) that update in real-time. This will allow you to track sales trends, identify customer segments, and measure the effectiveness of marketing campaigns.

Why are BI tools important?

With the continuous flow of valuable data, relying on gut instinct won’t cut it. BI tools interpret your data to help you identify growth opportunities and make data-driven decisions that drive success. Here’s how BI tools can make a significant impact:

  • Marketing: Businesses can analyze customer behavior to personalize marketing campaigns and target the right audience.
  • Sales: You can track sales performance by region, product, or salesperson to identify areas for improvement. BI tools reveal which products are selling well and which might need a price adjustment or marketing push.
  • Finance: BI tools can help you monitor cash flow, identify spending patterns, and forecast future financial performance. For example, you can use these tools to analyze food cost trends in a restaurant and optimize its menu based on profitability.

Criteria for Comparison

There is a crowded marketplace of BI tool options. To choose the ideal tool, consider one that is reliable and secure, with features that complement your needs. We can identify the ideal BI partner for your project by comparing various criteria.

1. Price

Budget is a primary concern. BI tools are freemium options with limited features or enterprise-grade solutions with expensive price tags. Consider your project’s scale and long-term needs. Freemium options might be suitable for personal projects or startups, while large enterprises might require the scalability and robust features of paid solutions.

2. Ease of Use

Not everyone is a data scientist. Consider the technical expertise of your team. Some BI tools offer user-friendly interfaces, ideal for business users with minimal coding experience. Others cater to developers with advanced scripting options for in-depth data manipulation.

3. Pros and Cons

Every BI tool has its strengths and weaknesses. Research each tool’s functionalities and limitations. Does it integrate seamlessly with your existing data sources? Does it offer the specific data visualization options you need? Carefully consider these aspects to ensure the tool aligns with your project’s goals.

4. Specs and Limitations

BI tools have varying data storage capacities and user limits. Ensure the tool you choose can handle the volume and complexity of your data. Consider factors like the number of concurrent users and the data sources the tool supports.

5. Support

Reliable customer support is crucial for troubleshooting and maximizing the tool’s potential. Research the quality and availability of support offered by each vendor. Look for options with extensive documentation, active online communities, and responsive customer service teams.


Let’s compare some of the most popular BI tools across various functionalities to help you pick your perfect tool:

IBM Cognos Analytics

IBM Cognos Analytics offers a data exploration, reporting, and analysis suite. Security is vital with Cognos Analytics’ robust features, and its scalability ensures it can handle your growing data demands. While the standard edition focuses on data consumption, the premium version offers report creation, scheduling, and advanced manipulation.


  • 1-month free trial
  • Standard – $11.34/user/month ($136.08/user/year)
  • Premium – $45.37/user/month ($544.44/user/year)

Ease of Use:

Cognos Analytics offers a user-friendly interface plus drag-and-drop functionality. However, some advanced features may require more technical expertise.

Specs and Limitations:

The standard edition focuses on consumption and exploration. On the other hand, the premium edition offers report creation, scheduling, and advanced data manipulation.


IBM offers comprehensive documentation, online communities, and paid support options for Cognos Analytics.

Pros and Cons:

Strong enterprise-grade security featuresSteep learning curve for advanced features compared to some competitors
Robust mobile app for on-the-go accessLimited functionality in the standard edition
Built-in AI assistant for guided data explorationPricing can be higher than some cloud-based competitors
Web-based data modeling for data transformationMay require additional infrastructure for on-premise deployments

Microsoft Power BI

Microsoft Power BI provides users with data exploration, reporting, and stunning visualizations. A generous free plan lets you create interactive reports, while paid tiers unlock advanced features like report publishing and collaboration. The familiar Microsoft Office-like interface makes it user-friendly, especially for existing Microsoft users. It integrates with other Microsoft products like Excel and Azure, thus streamlining data analysis workflows.


  • Free – $0
  • Power BI Pro – $10/user/month
  • Power BI Premium – $20/user/month

Ease of Use

The intuitive interface makes it easy for existing Microsoft users to navigate. Drag-and-drop functionality simplifies report creation, while advanced options cater to developers.


Power BI is a cloud-based platform with secure storage and scalability for large datasets.


The free version has limited features and doesn’t allow the creation of dashboards on MacOS.

Pros and Cons:

Free plan availableLimited features in the free version
User-friendly interfaceDashboards can only be created in Microsoft Power BI, which isn’t available on MacOS. On MacBooks, you can only view dashboards via the web version.
Seamless Microsoft integration


Tableau is renowned for its exceptional data visualization and customization capabilities. It transforms raw numbers into captivating, interactive dashboards. While excelling in visuals, Tableau goes beyond basic charts. Advanced statistical analysis and data manipulation capabilities let you explore hidden trends. It leverages AI to automate tasks, identify patterns, and surface hidden insights. This empowers data-driven decision-making at scale, saving development time and effort.


Tableau offers a 14-day free trial and tiered pricing based on user capabilities:

  • Tableau Viewer ($180/user/year)
  • Tableau Explorer ($504/user/year)
  • Tableau Creator ($900/user/year)

Specs & Limitations:

  • Deployment: Secure on-premise and cloud-based deployment options.
  • Features:
    • Tableau Pulse (AI-powered insights)
    • Tableau Desktop (data access, visualization, and analysis)
    • Tableau Prep Builder (modern data preparation for cleaning and shaping data)
  • Limitations:
    • Requires at least one Creator user (highest tier) to unlock functionalities for other users.

Pros and Cons:

Unmatched visualizationsSteeper learning curve
The most extensive assortment of functions (dashboards, AI assistant), AI features, and Advanced analytics,Higher cost compared to some competitors
Secure & scalable deploymentsRequires at least one Creator user


Domo takes a unique approach to BI, offering a cloud-based platform that prioritizes user empowerment and a credit-based pricing system. With Domo, you can build dynamic dashboards in minutes with several chart types with drag-and-drop simplicity. It boasts over 150 chart types and a user-friendly interface, allowing users to data visualization quickly. Domo goes beyond raw data. You can craft compelling data stories, weaving insights with context and narrative for impactful communication.

Specs & Limitations:

  • Deployment: Cloud-based
  • Features:
    • Build live visualizations with over 150 chart types
    • Drag-and-drop creation for visualizations and data stories
    • Extensive data connector library (over 1,000 sources)
  • Limitations:
    • Credit-based pricing system can be expensive for heavy usage
  • Price:
    Domo’s pricing is based on a credit system.

    • Free Plan ($0): Provides 300 monthly credits for basic functionalities with limited features and data volume.
    • Standard Plan ($300/month): This plan includes 300 credits per month and allows you to purchase additional credit packs (every 100 credits costs $300). It offers more features and data volume than the free plan.

This option can be cost-effective for smaller teams with limited data needs, but larger-scale deployments might find costs accumulating quickly.

  • Support:
    • Free Plan: Access to free onboarding materials.
    • Standard Plan: Includes a training session with a Domo expert.

Pros and Cons:

User-friendly and empowers data visualization creation.Credit-based pricing can become expensive for heavy usage.
Extensive data connector libraryThe free plan has limited features and data volume.
Collaborative data storytelling featuresMay require additional training for advanced use cases

Zoho Analytics

Zoho Analytics offers an efficient option for businesses seeking a user-friendly and cost-effective BI solution. The platform allows you to create informative charts with a flexible UI. You can also receive AI-powered prompts to guide your analysis. Zoho Analytics simplifies data import with built-in connectors for popular databases, CSV files, and more.

Specs & Limitations:

  • Deployment: Cloud-based
  • Features:
    • User-friendly interface with drag-and-drop functionality
    • AI-powered analytics guidance
    • Collaboration features for sharing insights and reports
    • Built-in connectors for various data sources (databases, CSV, etc.)
  • Limitations:
    • The free tier has limitations on data storage and users
  • Pricing:
    • Basic ($24/month): 2 users and data storage to 0.5 million rows.
    • Standard ($48/month): Supports 5 users and 1 million rows of data storage.
    • Premium ($115/month): Accommodates 15 users and 5 million rows of data storage.
    • Enterprise ($455/month): Suitable for larger teams with 50 users and a 50 million row storage limit.

Pros and Cons:

User-friendly interfaceCredit-based pricing can become expensive for heavy usage.
Limited data storage and users in the free tierThe free plan has limited features and data volume.
Collaborative data storytelling featuresAn upgrade might be needed for larger teams.

Oracle BI

Oracle BI offers a comprehensive suite of tools catering to complex data needs, including dashboards, proactive intelligence for real-time insights, ad-hoc analysis for deep dives, mobile reporting, and more. This enables users to transform data into actionable insights. It also handles massive datasets, making it a secure and reliable solution for large enterprises with ever-growing data volumes. Oracle BI goes beyond fundamental analysis, providing data archiving, versioning, self-service portals, and robust alert systems to ensure data governance and efficient workflows.


  • It is not publicly available, contact the Oracle sales team. Estimates suggest a minimum cost of around $150/month per user.

Specs & Limitations:

  • Deployment: On-premise (may have cloud options available)
  • Features:
    • Extensive BI functionalities (dashboards, ad-hoc analysis, mobile reporting, etc.)
    • Scalability for large datasets
    • Additional features like data archiving, versioning, self-service portals, and alerts
  • Limitations:
    • Steeper learning curve
    • Non-transparent pricing (contact sales)


  • Some tutorials are available online, but the level of support might vary depending on the specific licensing agreement.

Pros and Cons:

Extensive BI functionalitiesSteeper learning curve
Scalability for large datasetsNon-transparent pricing (contact sales)
Additional features like data archiving and self-service portalsIt may require significant technical expertise

Amazon QuickSight

Amazon QuickSight is a secure cloud-based BI tool with built-in AI functionalities. It has interactive dashboards and data analysis functions. Amazon QuickSight also integrates with Amazon Q, a natural language processing tool that allows users to ask questions and receive data insights in English. You can also connect to and import data from other sources. These include cloud-based services, on-premise databases (like MySQL and SQL Server), spreadsheets, and more.

Specs & Limitations:

  • Deployment: Cloud-based

    • Automatic scaling for large user bases
    • AI-powered data analysis with Amazon Q (additional cost)
    • Extensive data connectivity (cloud, on-premise, spreadsheets)
    • High availability and security features
    • API access for programmatic control of BI assets
  • Limitations:
    • Per-user pricing can be expensive for large teams
    • Limited free tier
  • Pricing:
    • Author: $24/month, $216/year.

Pros and Cons:

Automatic scaling for large user basesLimited free tier
AI-powered data analysis with Amazon Q (additional cost)Advanced features might require additional investment.
Extensive data connectivity
Secure and reliable with high availability

Download Benchmarking

Final word

Selecting the ideal BI tool requires that you understand your specific needs. We’ve explored several options, including the user-friendly Zoho Analytics and the feature-rich Oracle BI. Ensure the BI tool can grow alongside your data. Cloud-based solutions like Amazon QuickSight offer exceptional scalability. Either way, note that the “best” BI tool isn’t a one-size-fits-all solution. So, identify your priorities and explore free trials to optimize your data and transform it into actionable insights.

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