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What is Domo?

Industry Specialties: Serves all industries

Domo is a cloud-based analytics platform that integrates end-to-end data management into one solution. Being SaaS, it’s available from anywhere with an internet connection. The vendor offers the best of both worlds — self-serve ease of use and data science.

Domo has a friendly interface aimed at senior management who are hard-pressed to make tough decisions daily. A breadcrumb trail at the top of the workspace will help you navigate between folders. A performant, scalable warehouse supports fast queries with in-memory data.

Domo Buzz is an instant messaging option like Slack with file sharing and is available on the mobile app also. Annotation options allowed me to add comments to my chart and mark data points of interest. If you want something more than what it offers, you can build your own apps within Domo. It’s our analysts’ pick and a user favorite in its category for these and more features.

Domo Everywhere is the embedded version, though it doesn’t offer as many options to design views as some other platforms, such as Dundas BI.

You can use Domo dashboards and reports for several critical tasks. Decide where to reduce spending and identify the factors that affect your business. Forecast demand for your services and products. Predict how unexpected events can impact the economy and your business and do much more.

There’s a 30-day free trial after which you can upgrade to the Standard or Enterprise pricing model. Or opt for the Business Critical edition to get a private AWS link that promises watertight security and reduces latency.

Some users mention performance limitations, which could be caused by shared cloud resources. The vendor offers a consumption model — pay for what you use and add unlimited users at a flat fee of $750.

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#6

Domo is ranked #6 on the top 10 Business Analytics Tools leaderboard based on a comprehensive analysis performed by SelectHub research analysts. Compare the leaders with our In-Depth Report.

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Domo Pricing

Based on our most recent analysis, Domo pricing starts at $15 (Per User, Monthly).

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Starting From
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Pricing Model
Per User, Monthly
Free Trial
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Training Resources

Domo is supported with the following types of training:

Documentation
In Person
Live Online
Videos
Webinars

Support

The following support services are available for Domo:

Email
Phone
Chat
FAQ
Forum
Help Desk
Knowledge Base
Tickets
Training
24/7 Live Support

Domo Benefits and Insights

Why use Domo?

Key differentiators & advantages of Domo

Domo wins quite a few awards and high scores in our 400+ point analysis. The SelectHub scoring engine crunches this data to compute the final score. We base our evaluation on technical, functional and vendor criteria, as well as ease of deployment.

  • Gather Data: Use data from your preferred systems and sources with over 1,000 connectors. Set up integration tasks with automation. Make cloud warehouses work for you with the Domo Cloud Amplifier. Our analysts give the platform 96 for source connectivity.
  • Perform Complex Calculations: Blend and transform data, and create calculated columns with Domo Analyzer and Magic ETL. Target specific buyer segments with behavioral, store and sales data. Domo gets 91 for advanced analytics in our assessment, putting it ahead of Power BI and Qlik Sense.
  • Manage Data: Combine, aggregate, pivot and filter datasets with Magic ETL. A handy checklist on the screen guides you through the steps. Domo is intelligent — it shows green dots if two datasets have common fields while blending. We give it a 100 for data management.
  • Acquire IoT Insights: Domo differentiates itself with full support for IoT technologies, scoring a 100 in our analysis. It integrates with AWS IoT systems for edge analytics. Writebacks are super helpful for updating remote systems.
  • Gain ML Insights: Check if you’re spending wisely — create accurate cash flow models with machine learning. Boost your chances of closing customers by calculating the lifetime value for each buyer. Domo scores 100 in our analysis for built-in data science capabilities and its constant emphasis on AI/ML.

Industry Expertise

With Domo, organizations can not only bring in the required data but also convert it into the desired format and use it for analysis. Everyone from floor executives to the C-suite can use it. Your teams can act to improve critical KPIs by drilling down into data. Domo drives operations, workforce management and product development in software, consumer goods and life sciences. Plus, Domo dashboards deliver information to financial services, media and entertainment, and education and travel companies.

Domo Reviews

Average customer reviews & user sentiment summary for Domo:

User satisfaction level icon: great

1818 reviews

87%

of users would recommend this product

Domo has a 'great' User Satisfaction Rating of 87% when considering 1818 user reviews from 4 recognized software review sites.

Synopsis of User Ratings and Reviews

Based on an aggregate of Domo reviews taken from the sources above, the following pros & cons have been curated by a SelectHub Market Analyst.

Pros

  • Source Connectivity: About 86% of users citing data integration said they could connect to their preferred sources easily.
  • Ease of Use: Around 82% of users discussing the interface said options and tabs were straightforward and intuitive.
  • Data Visualization: About 74% of people who reviewed Domo for graphics appreciated the ease of creating and sharing data stories.
  • Functionality: Around 73% of users who mentioned features said Domo performed as expected.
  • Support Services: About 71% of reviews discussing assistance praised the support team for being helpful and responsive.

Cons

  • Speed: About 78% of users discussing speed said the platform lagged sometimes.
  • Cost: Around 89% of users discussing price termed the platform as expensive.

Researcher's Summary:

Domo has everything data teams could wish for — self-service ETL, advanced analytics and data science. Its rich set of connectors makes users happy as they praise its robust integration APIs. Its scripting language is similar to Power BI, and knowing SQL will shorten your team's learning curve. The vendor offers daily refreshes, currently capping them at 48.

On the flip side, the interface seemed a bit clunky to me. Dashboards don’t display in the edit mode by default, which was a tad annoying. The Getting Started documentation is dated and doesn’t match the new interface. I could find my way around with help from user forums.

While the vendor earns praise for releasing frequent updates, quite a few users say some much-needed features lack depth. According to our research, Domo offers only 64% of the required functionality out of the box, which is much less than what Power BI and Tableau provide. It also underperforms in data querying, scoring only 53 in our analysis.

Some reviews mention bugs and that performance can lag when handling anything complex than simple visualizations. The slowness could be due to the multitenant SaaS model that provides shared computing. As for the mobile app, it didn’t work in the offline mode for me. I should mention here that I had opted for the trial version. A proof-of-concept will help you check if the issue persists in the paid edition.

Domo’s pay-as-you-go model is great for estimating usage but be prepared to pay more for workload spikes. According to our research, about 89% of users who reviewed the price found Domo’s consumption model expensive. Small organizations working with a lean team might find it challenging to handle billing.

Here’s what’s great about subscribing to Domo. You can create as many reports and dashboards as required — there’s no limit or additional cost. Plus, Domo allows adding an unlimited number of users. Domo accepts external data models from OpenAI, Amazon Bedrock, Hugging Face, Databricks and Jupyter Workspaces.

Despite a competitive market, Domo is an excellent product for organizations seeking data visualization and strong integration. Its flexible pricing model and recent AI updates make it a strong challenger to leading data platforms.

Key Features

  • Domo App Studio: Design custom apps for needs Domo might not address out of the box. Build your own functionality without coding knowledge. Create branded visualizations with your trademark colors, logos and fonts. ESPN enhances the fan experience by capturing and analyzing customer data using a Domo Studio app.
  • Analyzer: Save time spent cleaning data manually. Use a special editor to set up checks for data inputs. Keep tabs on which charts and dataflows use a specific dataset with the lineage option. You can choose the best chart to present your data and annotate it. Use the Beast Mode for complex math.
  • DomoGPT: Get answers to data queries using AI Chat (currently in beta). Convert text to SQL or calculations and understand your data using text summaries. Use Domo.AI in a safe, governed space.
  • Personalized Data Permissions: Create custom data views for your users and hide sensitive data. Your regional managers get exclusive views specific to their roles, while senior management can switch between full and filtered views.
  • Domo Mobile: View cards and text summaries on the mobile app. Cards fit within the small screen, giving a great user experience. Domo Buzz allows sharing files to WhatsApp, Gmail, QuickShare and Google Drive. You can even save a screenshot to your phone gallery.
  • Alerts: Stay informed about KPIs that matter to you. Set new alerts and share them with selected users or subscribe to existing ones. Choose where you want to receive the notifications — email, mobile app or SMS.

See It In Action: Marketing and Sales Analysis

Matching website impressions, clicks and user sessions with lead conversion metrics can tell me whether my marketing efforts paid off. For a Domo tryout, my CSV file included these fields and more, such as Most Qualified Leads (MQLs), Sales Qualified Leads (SQLs) and Sales Accepted Leads (SALs). Besides, I had data on successful and unsuccessful closed leads, marketing spending, orders placed and revenue.

I wanted to view the total revenue, spending and profit with a geographical map of revenue by country.

Once I had uploaded the file, the Analyzer mode gave me an editor with the Data to Visualize tabs. I could define chart properties and filter and sort the data according to a specific column. I could also define the color rules, annotate the chart or customize the tooltips from the ribbon. That wasn’t all. The Lineage view in the top menu ribbon showed me which reports were using this CSV file.

To calculate columns, Domo provides Beast Mode. A Validate button on the top right audited my formulas. Scripts are guided, so you’re not totally lost even if you aren’t well-versed in SQL, but having advanced knowledge would help your team get started quicker.

Conditional formatting has to be everyone’s favorite, hands down, and it’s mine too. I could highlight gross profit and detect the most profitable quarters at a glance.

Creating detailed geographical maps is great for location-based insights. The cherry on the cake is when you can zoom in and out easily, and Domo does it well. The map was responsive, and clicking on a region highlighted its revenue while the rest of the map faded into the background.

Here’s a view of the dashboard — right-clicking any tile opened up a popup. I could open the Analyzer, schedule reports or send them directly, and sign up for alerts.

For creating a slideshow, Domo allowed easy card searches and additions. I could drag and arrange them in any order and share them using a private link or publish them publicly.

Here’s a video of how my end users could view the revenue, spend and profit for selected companies and countries.


Approach to Common Challenges

  • Data Integration Challenges: Many organizations struggle with collecting the right data at the right time. Domo has connectors and the Workbench to ingest data from files, cloud systems and databases. The Cloud Amplifier pulls data from connected networks and systems.
  • Data Access and Complexity Issues: Lack of visibility into data can isolate teams and delay projects. The Analyzer converts long-winded tables into charts and graphs that are easy to read. Domo Buzz keeps teams connected without switching to another messaging app. Magic ETL has quick transforms for people who don't know SQL. Domo supports writeback connectors to keep data up-to-date.
  • Adoption Issues: Onboarding issues arise from a confusing interface, scanty documentation and inadequate support. The vendor preempts these issues with an interface that anyone can learn from in a few days. Its documentation is generally helpful, and support is at hand.

Limitations

Some of the product limitations include:
  • Can’t function without internet connectivity.
  • Lags behind competitors in geospatial analysis.
  • Lacks support for automated model generation and key driver analysis.

Training Resources

  • Domo University: Sign up for self-paced, virtual or in-person training and get certified as a trained Domo analyst.
  • Domo Central: Read product release notes and knowledge base articles to learn about the product. Get the tools to build custom apps with access to developer tools, APIs and SDKs.
  • Resources: Access demos, reports and articles from the Resources tab at the bottom of the homepage. Fill out a form to watch feature demos. Go through reports, whitepapers and infographics, and watch webinars on how Domo addresses business needs. Refer to an extensive glossary of data terms.
  • Events: Sign up for Domopalooza, an annual event that brings together data experts, industry innovators and Domo customers. It includes keynote addresses, feature launch announcements and breakout sessions. You can also explore other online and in-person events on the vendor’s website.

FAQs

Frequently asked questions regarding Domo include:

Q: Which is better — Power BI or Domo?
A: Our research places Power BI ahead of Domo with an overall score of 90.

Both products get 94 for data visualization, but Power BI surges ahead with better reporting capabilities. It also leads in augmented and embedded analytics and has superior mobile capabilities. A perpetually free version makes Power BI an attractive option. You’ll need at least a Pro license to share content, but it’s reasonably priced at $10 per user monthly.

Read our comparison article to see how the two fare side-by-side.

Q: How does Domo fare in comparison to Looker?
A: Domo surpasses Looker in our analysis with an overall score of 73 for enterprises with over 10K employees. Head over to our JumpStart platform to tweak the organization size and see how the two compare for your business size.

Domo scores better than Looker for advanced and augmented analytics, IoT, embedded analytics and reporting. It leads in data management, dashboarding and visualization, embedded and IoT analytics, and mobile insights.

That said, Looker has LookML for complex calculations and works great with Google products, but it can be a tad too technical for CEOs and non-data workers. However, it does give users greater control over their data.

Check out this page for an apples-to-apples comparison of the two.

Q: What is the role of social users in Domo?
A: Social users are usually external clients and partners with limited Domo access. They can interact with Domo users via Buzz chat and view reports shared with them. But they don’t have permission to create content or drill into cards. Domo users can invite them using their email addresses.

Domo allows five user types: administrator, privileged, editor, participant and social.

  • Administrators and privileged users can create content, manage roles, export data and invite users.
  • Editors can create and modify content but don’t have user management permissions.
  • Participants form the largest group — they’re report consumers and can’t create or edit content.

You don’t need to acquire separate licenses for the various user types.

Q: How well does Domo perform with large datasets?
A: Domo can handle large datasets, but just as every business has unique needs, every system has its limits. Here are some questions to ask when planning for scalability. How often do you need professional dashboards and reports? On average, how many queries do you expect the system to handle daily, weekly or monthly? Is your internet connection stable and do you have a backup connection?

If your organization's data is massive, it would be wise to invest in intelligent techniques that make good use of Domo’s cloud technology. Consider purchasing access to Domo’s warehouse, Adrenaline, to improve performance.

Q: Can Domo handle complex data analysis and modeling?
A: Domo has a data science module within Magic ETL that includes AI modeling, classification and clustering. Classification is a supervised ML method to assign labels to new data based on a training dataset. Clustering is an unsupervised method that sorts similar data points into groups.

Besides these straightforward grouping methods, you need outlier detection. Domo allows you to upload your dataset and identify values that deviate from the overall pattern.

Domo has AutoML and integrates with Jupyter Notebooks to train and deploy machine learning. You can even prepare data in R and Python and upload it to Domo. With text insights, you can save precious time analyzing data that can run into millions of rows.

Q: How robust is Domo's data security and compliance?
A: Domo boasts industry-standard security protocols and certifications, including ISO 27001 and SOC 2 Type II. It secures data in motion and at rest with TLS certificates. Plus, it logs system and network events for security audits. Domo supports SSO and MFA (multifactor authentication). Customers can set up their own encryption keys.

Cost of Ownership

Frequently asked questions regarding Domo pricing include:

Q: How much does Domo cost per user?
A: Opting for Domo involves purchasing credits. The vendor charges a flat fee of $750 per user. To calculate the total expense, add the user fees to the price of the credits you intend to buy.

If you have 100 users and plan to purchase $10,000 worth of credits, your total annual cost for Domo would be:

  • $750 per user * 100 users = $75,000
  • $75,000 + $10,000 = $85,000

A credit utilization report within the application will help you track the expense.

Q: Is Domo a cost-effective solution for small businesses?
A: Yes, a consumption model avoids spending on features you won’t use. Plus, it helps anticipate costs once you establish a usage pattern. To calculate what it’ll cost, carefully note your data volume, user seats and requirements carefully. Use these numbers to compare Domo with other alternatives.

Q: Are there any hidden costs associated with Domo?
The Cloud Amplifier will enhance Domo services in the cloud but will come with a price tag.

Other cost centers can be:

  • Domo Everywhere
  • Writeback connectors
  • Data egress fees from cloud data providers during data export/import
  • Training
  • Advanced support

Data science features are freely available with the paid package. However, using them will consume credits from your allotted quota.

Category

Description

Price/Details

Domo Standard
  • Tier 1 support
  • Shared account team
  • Training resources
  • App Studio
  • Security
    • User passwords
    • Admin console
    • 2-factor authentication/single sign-on

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Enterprise
  • Everything in the Standard tier
  • Personalized data permissions
  • Dedicated account team
  • Volume discounts
  • Preferred support packages

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Business Critical
  • All Enterprise features
  • Volume discounts
  • HIPAA Compliance
  • Private AWS link

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    A note from Domo

    We all have data. In 2024, data isn’t the novelty. But what you do with your data is. What you create with your data is what really matters—and that is Domo’s specialty.

    Domo is a complete data platform that empowers you to do more and build more with your data. Our customers tell our story best. One customer, a regional grocery chain, uses Domo to forecast hourly staffing needs, so no store is ever under-resourced.

    Another customer partners with Domo to give construction contractors AI-powered dashboards. Instead of having to click through filters, they can speak directly to this app, asking questions whose answers will help keep their workers safe.

    Still another customer, a hospital system, built a tool that connects its electronic medical system with its clinical operations data to better understand why harm events happen. Domo illuminated what’s happening so that the hospital staff could better coach staff and better serve patients.

    In short, Domo helps customers of all kinds make the most of their data—all while keeping the sensitive information safe.  

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