The purpose of BI being to gain insight, the simplest and quickest tool works best, and often that's whatever built in reporting a SaaS platform provides, for me.
On the other end of the spectrum, Tableau has been my go-to for a long time now. It has a good user experience for those developing dashboards, and a great UX for dashboard users. I'm a fan of the data visualization principles of Edward Tufte and Stephen Few and Tableau does a great job in naturally guiding you to better dashboards and the speed at which it allows you to iterate your thoughts while developing dashboards is the best I've found. Their cloud service makes it easy to build and share interactive dashboards without any infrastructure. However, it is a little more fragile to maintain without investing in some infrastructure.
Somewhere in the middle, the Google Suite is a great solution for simple BI when you need broad sharing, low cost, and the ability to edit some of the data. We've built many dashboards and scorecards this way, including our company "one page scorecard" that tracks.
We're using Amplitude at Capiche now; I'd used Looker at a previous job and have found Amplitude to be far easier to use. On the far more basic scale, Google Data Studio can be a good way to get insights from Google Analytics and more, though without as much detail as Amplitude or similar tools.
Then, a discussion from a couple weeks ago about what business intelligence tools you use had the most people say they used Metabase, Amplitude, and Microsoft Power BI, with others using Looker, Databox, and Holistics.
This other discussion on best data visualization tools has some other simpler tools to start out, where Metabase again came up strong along with Chartio.
- Amplitude for quantitative data
- Fullstory for individual deep dive (not sure if this counts as BI)
- Tagai.io for qualitative data
- Typeform for surveys
I am guessing the question is regarding general-purpose BI tools rather than specific tools that are built for web or product analytics such as Google Analytics or Amplitude/Mixpanel?
For general-purpose BI tools, I would recommend MS PowerBI. Especially, if you work with large Excel based datasets. It is user-friendly and Microsoft is expanding the number of integration with PowerBI. It also has an embedded solution. Most importantly, it is one of the most cost-efficient tool out there. A PowerBI license cost $10/user/month compared $70 USD/user/month.
I agree with @ajay, Tableau is the best. But for digital marketers, i think web platforms are more efficient and easier to use.
In my company we've been using Windsor ai 's connector and platform for pretty much all of our data.
Especially they have a new Google Analytics and CRM connector, which they will be explaining next Tuesday.
Here is a link if you're interested :
Exploratory.io has been rapidly become my go-to BI tool. It’s essentially a nice UI on top of R. I love being able to use random R libraries to transform my data. Having the power of R at your fingertips makes it possible to wrangle and transform data all in one place.
It also has integrated dashboard hosting. Only problem is that their dashboards are limited in their interactivity (so your report consumers can’t easily slice and dice the reports you create). But I don’t see any reason why they won’t add this functionality over time.
Ranked in terms of usage frequency.
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