Domo Business Intelligence Review

American Fork, UT
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Domo At A Glance

Good: Connect data with hundreds of connectors, access information and report from single platform, customized solutions.
Bad: Expensive for a small business, difficulty with extracting data, on-premise deployment isn't offered.
Bottom Line: Business management platform that empowers all users to make better business decisions.

Product Overview

Domo provides the “world’s first business management platform” where users can access and perform analytics and report from one platform. Similar to other BI products we’ve reviewed, Domo is designed to be available for all business users, regardless of technical expertise, to help them make better business decisions.

Other benefits of Domo include:

  • More efficient decision-making
  • Better collaboration/fewer meetings
  • Ability to access data anywhere at any time
  • More empowered employees

Domo provides customized solutions aimed at roles (CEO, Finance, IT, Marketing, Sales, etc.), industry, and data connectors (such as Facebook, Twitter, Google Sheets, Zendesk, Salesforce and Excel).

Domo’s Business Cloud is the world’s first open, self-service platform to run an entire organization. The Business Cloud brings together the data, the people, and the insights business users need to find answers to critical business questions and make faster, better-informed decisions to improve business performance.

Domo also offers embedded analytics functionality. It integrates with Iframe and JavaScript, so developers can embed Domo within their portals, applications or websites.


The way Domo markets its platform is similar to the structure of a pyramid – its features are grouped under the following categories: Connect, Store, Prepare, Visualize, Collaborate, Predict and Extend.


  • Connectors – Users can import their data via over 1,000 pre-built data connectors (e.g., Facebook, Salesforce) They can also manage the status of each connector, and data uploads can be done at a time of the user’s choosing.
  • Workbench – The Workbench functionality imports on-premise data (via XML, ODBC, Excel and more) into Domo. It can also upload large amounts of data.
  • 1-Click Apps – This feature allows users to load data with pre-built connectors with just a click of a button.

Store: Users store data from all connected sources in one place. Domo’s query engine allows them to find answers fast, so there’s no need for aggregate data modeling. It also integrates to a company’s existing data warehouse.


  • Magic ETL – The Magic ETL functionality cleans, transforms and combines data in a variety of ways: ETL, DataFusion and DataFlows. DataFusion in particular doesn’t require extensive knowledge of SQL or ETL.


  • Card Builder – Users can visualize data in graphs, charts and other visualization options via a drag-and-drop interface. Card Builder uses a summary number to represent important data takeaways – the summary number can be customized by the user.
  • Stories – The Stories feature enables the user to organize visualizations into a story form by combining cards, texts and images within a dashboard. Users can customize the dashboard layout by arranging specific cards and adding background colors. They also can add in interactive filters.
  • Domo Apps – Domo Apps provide users with information to help them make better decisions. For example, Sales can use Domo Apps to analyze metrics of sales reps’ performance. Domo Apps are aimed at job roles and industries.
  • Dashboards: Create customized dashboards and collections to organize, analyze, and report on your business data. This can be done by role, department, or even KPIs.


  • Profiles – This is the social networking hub that includes a directory of users (including their job titles and contact information) so users can collaborate further. Users can also share their profiles and feeds from social media sites (LinkedIn, Twitter, Facebook and Instagram). Also, they can connect with each other via the built-in chat feature.
  • Report Scheduler – Users can schedule reports to individuals or groups at specific dates and times.
  • Tasks – The Tasks feature helps users manage workflows within Domo. Users can create projects and assign them to specific people or build a list of action items. Assignments can also be given straight from Domo based on a conversation, which eliminates the needs to send emails.

Predict: With this feature, users can create predictive models. Domo’s data prep tools use a drag-and-drop interface so non-technical users could easily prepare data. Data prep is streamlined with Domo’s data science diagnostic, data profile and data cleansing tools.

  • Insights – The Insights module monitors and analyzes data, so users get automatic insights. A text summary is sent to the individual, along with data outliers and other information that’s needed for any action.
  • Text bot – Domo provides answers to natural language questions in the form of text bots. Users can ask a question and get an instant response. Data sets can be pulled from different apps, such as Google Analytics or Adobe Analytics.
  • Alert Center – The Alert Center serves as a hub for any alerts to data, metrics and conversations, so users can take immediate action. Users can also receive alerts when key performance indicators (KPIs) is above or below a specific data threshold.

Extend: Companies can integrate Domo with pre-built connectors and apps, such as data sources and dashboards and visualizations. Domo also offers industry-specific apps, including retail, media and marketing. Developers also can build their own customizable apps via the developer portal.

Target Market

Domo provides a business management platform for many different industries, including education, healthcare, finance, manufacturing, media, tech, hospitality and retail. We’ve listed 10 of its customers below:

  • Comcast
  • DHL
  • eBay
  • ESPN
  • Fuji Xerox
  • National Geographic
  • New York Times
  • Telus
  • TripAdvisor
  • Zillow

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As it’s a cloud-based solution, Domo’s implementation is shorter than traditional on-premise solutions.

Customers work with an account executive and a customer service rep. The timeline could average between one to two months, but can be shorter or longer based on a customer requirements and resources.

Training is provided by Domo University. It offers the following training options:

  • Online training videos available 24/7
  • Web-based training either privately or publicly
  • Instructor-led training at Domo’s headquarters
  • Instructor-led training onsite at customer’s location

Customer Service & Support

Domo provides a variety of support options for its users. Customer support is available by phone, live chat and email Monday to Friday from 7 a.m. to 6 p.m. MST. Multi-language support is also available.

Users can also access knowledge base for articles as well as the online Domo community, referred to as Dojo, where they can communicate with other users.

Domo also offers premium support options that include customized service and faster response time.


Domo offers pricing based on a client’s usage of the platform, such as the number of users and data refresh rates. It has subscription-based pricing that includes the following capabilities:

  • 1,000+ data connectors
  • Unlimited data connections
  • Ability to support up to 250 million rows of data
  • 150+ interactive chart types
  • Sub-second data queries at scale
  • Drag-and-drop data merging
  • Unlimited card sharing
  • AI-driven alerts
  • Native mobile apps
  • Instant chat
  • Ability to share prefiltered dashboard to external users
  • Administrative functionality
  • Multi-factor authentication and SAML-based single sign-on
  • Apps and developer tools
  • Domo help center

Domo no longer publicly display pricing information, so please contact the vendor directly for a quote.


Some users feel it’s too expensive for a small business. Users have also reported that extracting data from Domo tend to be cumbersome. Also, there is no on-premise deployment option.


Domo Screenshot 1
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Founded in 2010, Domo has an important mission – to provide a centralized platform that contains all of the information to help users make important business decisions faster. It has received $450 million in funding from investors, including Salesforce, Fidelity Investments, T.Rowe Price and Founders Fund.

Domo has received numerous accolades, including recent ones, such as Utah Business’s Best Company To Work For in 2019, and the Cloud Awards for the Best in Mobile Cloud Solution in 2019 and 2020.

One fun fact about Domo – they refer to their employees as “Domosapiens.”

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