- Fully functional mobile experience
- Integrations with key database software
- High pricing compared to competitors
- Outdated UI and desktop experience
The publicly traded Domo is a company offering a business intelligence (BI) software-as-a-service (SaaS) platform with a focus on small to large enterprises. Similar to Klipfolio, Microsoft Power BI, and IBM Watson Analytics, Domo is one of many sophisticated SaaS tools to fill an already crowded market.
BI the Domo way
Most business intelligence tools share common functionality and Domo has many of the characteristics of its competitors. Users can import data, streamline performance reporting workflows, and obtain real-time analytics for a variety of corporate functions. Domo offers solutions for human resources, financial management, and marketing-communications operations, among other verticals.
How does it work?
Users have the benefit of using Domo as a browser-based platform backed by powerful cloud functionality and a new corporate focus on machine learning. Through the use of external software and data sources or the Domo platform itself, users can extract real-time analytics on almost every thinkable function of an organization.
One of the available capabilities of Domo is the user ability to create virtual “cards” on the dashboard’s overview panel. These cards, similar to that of Klipfolio’s “klips,” are customizable. Users can attach metrics, live data, and visualizations to these cards that update automatically without users having to click the refresh button in their browser. Data updates every hour for basic Domo subscribers or on demand for premium business and enterprise clients. Domo also features “drop-and-drag” data manipulation, proprietary and live data visualizations and other standard BI platform functions.
The Buzz chat platform
Domo gets high marks for their in-platform chat and collaboration tool. Known as Buzz, this feature provides users with real-time collaborative functionality and the ability to disperse live and ever-changing data sets, visualizations, and other related media within the application. Buzz can integrate with external software, as well.
The dashboard and overall UX
While users with prior BI experience enjoy the tool and its features, Domo is a challenging tool for casual users lacking expertise in this area. Users unacquainted with in-depth BI tools and enterprise data solutions will fail to enjoy their Domo experience at the outset. For one, the dashboard for the platform emulates a highly technical, slightly out-of-date users experience (UX). There’s a lack of intuitive functionality, and the dated user interface can become highly congested if users fail to prioritize which metrics are essential for successful organizational measurements.
Original data and generous data storage
Domo integrates with popular data warehouses and other BI SaaS to offer constant flows of data, but users need to feed their original data into the platform for it to work. Interestingly enough, Domo itself can be used as a data warehouse with the user subscription tiers providing virtually unlimited data asset storage. By “virtually unlimited,” we mean that hosting data within the Domo dashboard is relatively cheap when it comes to high-volume data files. For example, the basic “Standard” plans for Domo offer users the ability to store up to 5 million rows of data.
Other external integrations
Domo has integrations with CRM tools, marketing applications, human resources applications, and with most mainstream office productivity suites. Domo also caters to developers by offering open API.
Domo offers mobile applications for Apple and Android devices. On both the iOS and the Android systems, the natively built Domo apps are fully functional and provide a condensed but similar experience to that of the browser-based iteration of the platform. The applications are also well designed and can sustain heavy use.
All users get access to 24/7 support from the Domo help center at no extra cost. “Standard” users can receive additional support from Domo-certified consultants. Users of the higher subscription tiers get personalized support and consultation services with their plans.
Pricing and comparison
Domo offers a 30-day free trial before enforcing the subscription to a premium plan. The “Standard” subscription plan is $83 per user per month and is billed annually. Standard users are limited to 20 user licenses and the basic service package which includes several elements described in this review. The “Professional” plan averages at $160 per user per month and the “Enterprise” plan averages at $190 per user per month, both billed annually. The Professional and Enterprise plans require consultation with the company to determine user licenses, the support regime, and the necessary customizations needed for an organization’s experience.
Domo is highly priced compared to other BI tools. Microsoft Power BI offers the majority of its platform’s capabilities for free while its premium plans only start at $9.99 per user per month. Looker averages at $50 per month under customized quotes. And, Klipfolio also has a free program and a “Starter” plan at $29 per month with up to four user licenses included.
What we think
From the proprietary data visualizations and the attempts at data manipulation automation, Domo is undoubtedly a tool that could produce an adequate return on investment for any sized organization. However, smaller campaigns and nonprofits should consider investing in simpler tools such as Klipfolio or Microsoft Power BI.
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