Research paper final

Running head: BUSINESS INTELLIGENCE TOOLS 1
Business Intelligence Tools: A Comparative Study
Christopher Pauli-Garcia
Florida Atlantic University

BUSINESS INTELLIGENCE TOOLS 2
I - INTRODUCTION
Times have changed. We live in a fast paced interconnected world that requires
companies to have intelligent tools to keep up with the competition, and hopefully be ahead of
the curve. In the business world, business managers have to execute numerous data-driven
decisions daily that can help or hurt their companies. Luckily, there are many Business
Intelligence (BI) tools available that can help, and in this paper I will describe, evaluate and
compare five popular BI tools: IBM Cognos Business Intelligence, IBM Watson Analytics,
Microsoft Power BI, Oracle Hyperion Planning, and Tableau.
II - BUSINESS INTELLIGENCE DEFINITION
Business Intelligence (BI) is a broad term that means to access and analyze information
in order to improve and optimize decision-making and performance through the use of
applications, infrastructure and tools, and best practices in a timely manner (Business
Intelligence, 2017). BI gathers information from several sources, including suppliers, customers,
competitors, partners, and industries to examine models, trends, and relationships with the
goal of strategic decision making. BI processes hundreds of variables relevant to each business,
which can vary from interest rates, weather forecast, to gas prices. BI is used to study internal
data, such as company sales, with external data, such as competitors, finances, meteorological
conditions, holidays, and even sport seasons. Examining all kinds of internal and external
variables, which may impact performance, helps to define ordering levels and sales forecast,
thus anticipating business performance. BI is used by companies to analyze markets, industries
and economies in order to define the best strategy for a profitable future (Baltzan, 2015).

In order to achieve better decisions faster, BI essentially requires procedures and
programs to collect and organize data, transform it into useful information and present it to
improve business decisions (Scheps, 2008). Without BI tools, companies would just gather dark
data, which is the information regularly collected during business activities that usually are not
fully explored (Dark Data, 2017). BI takes this vast amount of data created by business and
presents it in a meaningful manner for companies to use in order to gain competitive advantage
and to make better decisions that improve and optimize business processes, and help predict
market dynamics accurately (Scheps, 2008).
BI tools help businesses to compete more efficiently and effectively, by organizing data
to support decisions in an organization. Adopting BI is a rational approach to an ongoing
improvement cycle. Continuous evidence-based actions result in a rational decision-making
process that can be supported by BI concepts and tools to help companies extract what is
significant from raw data. With the meaningful data extracted, business managers can make
better decisions. These decisions produce new data, which can serve as basis for a new analysis,
thus starting a new cycle. BI makes the decision-making process easier through timely, precise,
helpful, and actionable insights (Scheps, 2008).
In addition, BI is useful also to solving business problems. BI serves as a framework for
managing strategic operations performance. BI is flexible and evolves along the development of
computing power, data storage, computational analytics, and networking technologies. The
meaning of BI for one company can be very different for another company because every
company has its own context, installed technology, and needs. BI is interrelated with
technology, since technology benefits from the BI process, and BI grows with the development

of technology, such as Point-of-Sale (POS) systems, Customer Relationship Management (CRM),
and Enterprise Resource Planning (ERP) (Scheps, 2008). In summation, BI is used by companies
to analyze markets, industries and economies in order to define the best strategy for a
profitable future (Baltzan,2015).
III - BUSINESS INTELLIGENCE TOOLS
A Business Intelligence (BI) tool is defined as a type of software that analyses, recovers,
and reports data. BI tools are essentially used to retrieve important business information for
decision makers at their request (Visual, 2017). An overview and benefits of five popular BI
tools are presented next in alphabetical order: IBM Cognos Business Intelligence, IBM Watson
Analytics, Microsoft Power BI, Oracle Hyperion Planning, and Tableau. The user satisfaction
indicated for each tool is considered according to FinancesOnline proprietary behavior-
based Customer Satisfaction Algorithm™, used to collect customer reviews, comments and
opinions from several social media platforms (Software Reviews, 2017).
IBM Cognos Business Intelligence
Overview
IBM Cognos Business Intelligence is a complete BI tool that provides query and
reporting, analysis, dashboards, scorecards and other capabilities that allow interacting,
searching and putting together several aspects of a company in an extensive BI workspace.
Cognos offers planning, scenario modeling, collaboration, monitoring in real time, predictive
analytics and other resources that take traditional BI resources to the next level (Cognos,
2017).

Cognos is comprised of smart self-service resources that enables business to determine
and make decisions fast and with confidence ,and allow users to use reports on mobile devices
online or offline. Moreover, Cognos enables users to create and configure dashboards and
reports independently. Companies can take advantage of having the combined intelligence of
the entire organization through the built-in social networking tools that make it easier for
teams to work together. The platform is scalable and can be deployed on premise or in cloud. It
comes loaded with several analysis tools, such as advanced analysis, what-if analysis, analytical
reporting, and trend analysis (IBM Cognos, 2017a).
Benefits
Cognos is an intelligent and intuitive self-service tool for business to understand data
and present it in a effective and remarkable way. The software offers mission-critical analytics
to meet all business needs in one unified solution. Cognos Analytics is always available from a
web-based interface or mobile devices, allowing to quickly find, assess, create, and share ideas,
by exploring and adding them into daily processes (IBM Cognos, 2017b).
Cogno's self-service approach provides recommendations, forecasts user intention, and
mechanizes the analytics process in order to immediately and accurately provide results.
Cognos also enables businesses to cooperate with teams, organizations, and others to increase
value and offer governance, scalability, security and performance (IBM Cognos, 2017b).
The engaging experience with Cognos encourages business users to create or configure
dashboards and reports autonomously while providing IT with a reliable and scalable platform
that can be used either on premise or in cloud. With Cognos, business get organized and

interactive dashboards that offer highly scalable distribution and scheduling capabilities, as well
as customized visualizations. IBM offers pricing plans for enterprises and small business upon
request (Cognos, 2017).
Cognos allows to easily personalize the content and make dashboards from a desktop or
mobile device with an interactive and intuitive web . Cognos offers a complete web-based
experience without need of desktop tools. Besides, the software does not require to transfer
data, offering the convenience and advantages of cloud. The user experience in a desktop or a
mobile device is the same and Cogno's user satisfaction reaches 99% (IBM Cognos Review,
2017a).
IBM Watson Analytics
Overview
IBM Watson Analytics is a smart data analysis and visualization service that can be used
to detect patterns, and understand data independently and quickly. It is equipped with
automated predicative analytics, one-click analysis, smart data discovery, simplified analysis,
accessible advanced analytics. and self-service dashboards (IBM Watson, 2017).
Besides, Watson has unique cognitive capabilities, including natural language dialogue,
thus enabling business to have a question and answer session with Watson. It helps businesses
that need to identify a pattern or visualize report data in a dashboard (IBM Watson, 2017).
Watson is also known as a cognitive computing system. Although true cognitive
computing system nowadays is still in its infancy, Watson offers a combination of Machine
Learning (ML) and Artificial Intelligence (AI) (Baker, 2017). Watson learns from its experience,

and receives automatic updates when new information is disseminated. It offers eight
languages: English, French, Italian, Spanish, Brazilian Portuguese, Japanese, and Arabic, with
more languages being added. Currently, Watson is accessed in cloud only (Noyes, 2016).
Benefits
Watson is a smart data assistant that plays multiple roles, both as a servant and as a
guide , offering users several skill sets and roles, ranging from business analyst to data scientist.
The guidance prompts in Watson are useful for users who are new to analytics, as well as for
experienced business analysts who want to focus on the data insights rather than to see how
the data is created. Moreover, experienced data scientists can benefit from accessing directly
specific details and decision trees. Watson offers 32 business connectors to extract data from,
including spreadsheets, OneDrive, Twitter, and Paypal, among others. Besides, Watson allows
direct queries from several databases, such as Cloudera, Azure, and MySQL, to name a few.
Additionally, Watson may be used to ensure compliance and security rules. IBM offers a limited
free edition, a Plus pricing plan, and a Professional plan, which offers more storage, and allows
more than one user (IBM Watson, 2017).
Microsoft Power BI
Overview
Microsoft Power BI is a suite of business analytics tools that gives insights throughout
the company by transforming data into live dashboards and reports. It allows connection to
several data sources - including spreadsheets, big data, on-premises data sources, streaming
data, and cloud services - while simplifying data prep, and driving ad hoc analysis. Power BI
allows business to produce reports with rich graphic visualizations and to publish them on the

web and in mobile devices for use throughout the company, allowing creation of personalized
dashboards that offer a 360-degree view of their business Power BI is scalable and has
embedded governance and security. The user interface is intuitive, and familiar to Microsoft
users (Microsoft Power BI, 2017).
Benefits
Power BI offers unlimited access to data on premise and in cloud, with integration to
many third-party software and Microsoft tools like Excel, Azure and SQL Server. The platform
also provides access to a large collection of learning materials, such as video tutorials, blogs and
presentations, and is considered easy to use. Power BI enables interactive and attractive
visualizations that can be shared easily, with features such as drag-and-drop for simple report
creation and fast publishing (Microsoft Power BI, 2017).
Power BI features simplified answers to complex questions, making interaction with
data fast and easy. The tool fosters collaboration through dashboards and reports that can be
shared on the go. Power BI notifies others about updates or changes in data, keeping everyone
on the same page. The system is flexible for being compatible with Windows, iOS, and Android.
User satisfaction reaches 99%. Power BI offers a free version and monthly subscription for Pro
version (Microsoft Power BI, 2017). In March 2017, a Premium version was launched, and a free
trial was offered on a first come first serve basis for a limited period (Machlis, 2017).

Oracle Hyperion Planning
Overview
Oracle Hyperion Planning is a consolidated tool for planning, budgeting, and forecasting,
based on Microsoft Office and web, that integrates both financial and operational planning
processes. In order to create a cost-effective enterprise understanding, it offers a strong
modeling framework based on sales and operational rules that helps develop consistent and
accurate financial forecasts (Oracle, 2017a).
Hyperion is accessed through the web-based Workspace and has two user-friendly
features: a Web Client plug-in for web browsers and zero footprint client. Although zero
footprint Client has many benefits, the Web Client plug-in is more popular because it is easier,
more flexible, and highly functional (Cody, 2010).
Hyperion can be used to create state-of-the-art forecasts, business plans, and budgets
for large and medium companies. The tool is designed to support an hierarchic order, which
allows to combine all significant departments for planning purposes. That is, it allows to get the
ins and outs of a company and focus deeper into specific departments, enabling to make
individual and collective evaluations (Oracle, 2017a).
Benefits
Hyperion's benefits to customers include saving time, increasing accuracy and
decreasing costs. Being equipped with powerful data analysis tools, the software decreases
time of planning, budgeting, and forecasting cycles by weeks or months. Planning cycles are

also reduced due to the anywhere, anytime mobile feature, which streamlines collaboration
and alignment in the entire company. Moreover, Hyperion eliminates the time lapse for reports
to be refreshed after plans are updated by having built-in reporting and dashboards (Oracle,
2017a).
The software also increases the accuracy with predictive planning and rolling forecasts,
allowing business to map out their path more successfully. Additionally, it reduces the cost of
ownership because of its intuitive scalable architecture and seamless integration with ERP
sources that accompany the company's growth. Besides, planning, analysis and commentary
are simplified because of its hybrid data model. Hyperion also offers better application
deployment, management tools, and packaged data integration (Oracle, 2017a). The tool
provides instant calculations and quick aggregations allowing the creation of reports and
dashboards with planning information in a matter of minutes. (Oracle, 2017b).
Hyperion is ideal for bidirectional data integration with ERP systems, legacy applications,
data warehouses and other business data sources. It enables concurrent collaboration on large
volumes of plans and reports among business users, and provides enterprise backups, making
it perfect for business application. It is suitable for sophisticated users, with its ad-hoc modeling
resources to quickly examine data intersections using pivot and drill capabilities, as well as for
the occasional user, for its intuitive guidance. Oracle offers a free trial and information on
pricing plans upon request (Oracle, 2017b).
Moreover, Hyperion can be accessed in the Oracle Cloud, or via a third party data
center, or both. Besides, the software is flexible for retrieving and evaluating data, giving users

practical insight into the performance of the company. It is user-friendly due to its Microsoft
Office-based interface, thus making easy to learn how to use the system. As a result, Hyperion
is attractive to many users, scoring 99% of user satisfaction. (Oracle, 2017a).
Tableau
Overview
Tableau is a BI tool that allows business to quickly connect, visualize, and share data
seamlessly across devices, from computer to tablet. It allows to create and publish dashboards,
and distribute them among colleagues, partners or customers to promote collaboration
(Tableau Reviews, 2017). Tableau has three modules: Desktop, Server, and Online (Tableau
Products, 2017). Tableau Desktop is a self-service analytics solution that allows business to look
at the data and answer questions at a fast pace. It offers a personal, and a professional edition.
Tableau Server can be on premise or public cloud and enables business to publish dashboards
from Tableau Desktop on any web browser or mobile device (Tableau Reviews, 2017). When
using a Tableau Service (Tableau Online or Tableau Server), data flows continuously from one
platform to another. Tableau offers a mobile version that comes with several apps and allows
to easily and quickly access data and perform queries from anywhere with just a few taps
(Tableau Products, 2017).
Benefits
Tableau is considered a revolutionary new approach in BI that does not require
knowledge of programming (Tableau Reviews, 2017). Its interactive dashboards is based on
people's natural ability to quickly recognize visual patterns, providing actionable insights on the

spot. Powerful calculations can be made quickly using drag and drop on the dashboard. With
Tableau maps, the user can create interactive maps automatically for over 50 countries
Tableau connects to data on premise or in cloud, including big data, SQL databases,
spreadsheets or cloud apps, while having the flexibility to integrate with the existing data
infrastructure. It allows to centralize management of all metadata and security rules, with
flexibility and control, seamlessly integrating with the company's existing security protocols.
Tableau investigates data by starting with large traditional dashboards and processing
them into complex cloud-based source analyses. Instead of exploring with a single method
approach, users can combine approaches and data views for deeper findings. In the end, all
conclusions are displayed in comprehensive data visualizations, made so effortlessly that they
can be easily shared with clients and partners from different segments (Tableau Reviews, 2017).
Tableau gives business the option of storing it in the cloud or on a local server and
offers annual subscriptions and single payment licenses to meet the needs of different
companies. Tableau offers flexible prices for small business and enterprises. Prices of modules
vary according to the number of users. By having a flexible policy, Tableau is made accessible
to business from all segments and sizes (Tableau Reviews, 2017).
Tableau developers state that the platform has a 10 to 100 times faster data analysis
mechanism than the competition due to its fast paced modernized technology and operation
speed. Tableau gives access to a supportive team and automates regular data updates to help

companies get new information fast. Its user satisfaction achieves 93% (Tableau Reviews,
2017).
III - BUSINESS INTELLIGENCE TOOLS COMPARISON
In order to objectively compare the five tools examined in this paper, two scoring
methodologies were chosen: Customer Satisfaction Algorithm™ for user satisfaction, and G2
Score for user ratings. As explained in section III - Business Intelligence Tools, Customer
Satisfaction Algorithm™ was created by FinancesOnline to collect customer reviews, comments
and opinions from several social media platforms (Software Reviews, 2017). In regards to G2
Score, it is a result of the Grid℠ Scoring Methodology created by G2 Crowd. This methodology
rates products according to user reviews and aggregated data from online sources and social
networks in real time, in order to calculate user satisfaction and market presence, which is
represented by G2 score (G2 Scoring, 2017), as shown in graph below.
Source: G2 Scoring (2017)

In terms of user satisfaction, Cognos, Power BI and Hyperion reach 99%, based on
Customer Satisfaction Algorithm™. Tableau rating is the lowest among them, with 93%, and
Watson does not have this rating at the moment.
On the next page is a table displaying the comparison of the five BI tools examined in
this research, in terms of user ratings on the tools overall, and on the tools features, followed
by comments on the findings on each tool compared to the others.

Tools Comparison
USER RATINGS
IBM COGNOS IBM WATSON MICROSOFT POWER BI ORACLE HYPERION PLANING TABLEAU Average Score
Customer Satisfaction
Algorithm™ 99% N/A 99% 99% 93%
G2 Score
Meets requirements 8.2 7.3 8.5 8.4 8.3 8.1
Ease of use 6.5 6.1 7.9 7.7 8.0 7.2
Ease of setup 5.6 6.1 8.6 6.6 8.0 7.0
Ease of admnistration 6.6 7.1 8.0 6.9 8.2 7.4
Quality of support 7.2 7.0 8.1 7.6 8.1 7.6
Ease of doing business with 6.9 7.4 8.6 7.9 8.9 7.9
G2 Score Average 6.8 6.8 8.3 7.5 8.3 7.5
FEATURES
Reports
Reports interface 7.8 N/A 8.5 8.4 8.5 8.3
Steps to answer 7.1 N/A 7.7 8.4 8.2 7.9
Graphs and charts 8.0 N/A 8.7 8.7 8.8 8.6
Score cards 7.6 N/A 8 8.1 8.3 8.0
Dashboards 7.7 N/A 8.4 8.9 8.8 8.5
Average 7.6 N/A 8.3 8.5 8.5 8.2
Self-service N/A
Calculated fields 8.2 N/A 8.5 8.4 8.1 8.3
Data column filtering 8.4 N/A 8.7 8.7 8.4 8.6
Data discovery 7.9 N/A 7.9 8.2 8.3 8.1
Search 7.0 N/A 8 8 7.8 7.7
Collaboration/workflow 7.3 N/A 8.3 7.3 7.6 7.6
Automodeling 6.5 N/A 7.7 7 7.4 7.2
Average 7.4 N/A 8.1 7.8 7.9 7.8
Advanced Analytics N/A
Predictive analytics 7.7 N/A 7.2 7.9 7.1 7.5
Data visualization 7.8 N/A 8.6 8.6 8.8 8.5
Big data services 8.0 N/A 7.5 8 7.7 7.8
Average 7.7 N/A 7.9 8.1 7.9 7.9
Building Reports N/A
Data transformation 8.1 N/A 7.6 8.1 8.5 8.1
Data modeling 7.8 N/A 8.4 7.8 8.4 8.1
WYSIWYG report design 7.6 N/A 8.4 7.3 8.5 8.0
Integration APIs 7.1 N/A 7.5 7.4 8 7.5
Average 7.7 N/A 8.0 7.7 8.4 7.9
Platform N/A
Sandbox/test environments 7.7 N/A 8 8 7 7.7
Mobile user support 7.1 N/A 7.7 8 8.2 7.8
Customization 6.9 N/A 8.1 7.9 8.2 7.8
User, role, and access mgmt 7.7 N/A 8.1 8.1 8.1 8.0
Internationalization 7.9 N/A 8.4 7.8 8.2 8.1
Performance and reliability 7.8 N/A 8.1 7.7 8.4 8.0
Breadth of partner applications 7.8 N/A 9 8.1 7.7 8.2
Average 7.6 N/A 8.3 7.9 8.1 8.0
Source: G2 Scoring (2017)

IBM Cognos
When compared to Watson, Power BI, Hyperion, and Tableau, Cognos has the lowest G2
Score average in user rating and features overall. In terms of meeting requirements, Cognos
has about the same rating of Power BI, Hyperion, and Tableau, with Watson having the lowest
score in this item. Cognos outshines Power BI, Hyperion and Tableau just in big data services
for advanced analytics. Cognos is rated below average in all other items in the G2 Score. The
biggest weakness of Cognos is in ease of setup.
IBM Watson
Compared to Cognos, Hyperion, Tableau, and Power BI, Watson has the lowest user
ratings overall. Presently, Watson does not have a G2 Score and Customer Satisfaction
Algorithm™.
Information found on user reviews, indicate that positive aspects include good technical
support, easy to create automated programs according to events, nice scoring module, and
robust pivot reports. Main dislikes are that the user interface is not friendly, queries and
databases are complicated, there are several glitches in dynamic features, and it is expensive
for small business (IBM Watson Automation, 2017).For IT specialists, the reviews are very
positive, considering that Watson has intuitive design, smart guidance, fast analytics, natural
language querying. The main complaint is that streaming analytics is just near real time, with 5
second refreshes (IBM Watson Analytics, 2017b).

Microsoft Power BI
When compared to Cognos, Watson, and Hyperion, Power BI has the highest G2 Score
average, which is matched only by Tableau. Power BI has the best rating among all five tools
for ease of set up. In the reports feature, Power BI has a high average, which is surpassed just
slightly by Hyperion and Tableau. In the category of self-service, Microsoft BI is considered the
best tool. In terms of Advanced Analytics, Power BI is considered as good as Tableau, which are
surpassed just by Hyperion. For building reports, Power BI strength is in data modeling, with the
same score as Tableau.
Oracle Hyperion
Hyperion has the average G2 Score in terms of user ratings. It is above average in terms
of meeting requirements, and ease of use. Hyperion rating is below average in ease of setup,
and ease of administration. Regarding the feature of reports, Hyperion score divides the
highest position with Tableau. Its main strengths are in steps to answer, and dashboards. In
advanced analytics, Hyperion has the highest score among Cognos, Power BI and Tableau, being
outstanding in predictive analytics.
Tableau
Compared to Cognos, Watson, Power BI and Hyperion user ratings, Tableau shares with
Power BI the position as preferred tool, despite having the lowest score in the Customer
Satisfaction Algorithm™. In terms of the reports feature, Tableau also shares the highest
average score with Power BI, surpassing Cognos and Hyperion. Regarding self-service, Tableau
scores higher than Cognos, Power BI and Hyperion just in data discovery. In advanced analytics,

Tableau scores higher than Cognos, Power BI and Hyperion is in data visualization. Tableau has
the highest G2 Score of the other three tools in building reports. Tableau's platform has the
second highest average, staying above Cognos and Hyperion and just behind Power BI.
Tableau's platform scores highest of the other tools in terms of mobile user support;
customization; user, role, and access management; and performance and reliability.
IV- CONCLUSION
In regards to the overall user rating category, Cognos, Power BI, Hyperion, and Tableau
have about the same score in terms of meeting users needs, with Power BI having a slightly
higher rating, and Watson having the lowest rating among them. For ease of use, Power BI,
Hyperion and Tableau have about the same user rating, with Tableau scoring highest, and
Watson scoring lowest. The ease of set up is the item with the greatest variation in scores
among all user ratings. Tableau has the highest score, and IBM Cognos has the lowest score,
with 2.4 points difference. In terms of ease of administration, Tableau scores the highest and
Cognos, the lowest. Regarding to quality of support, there is a tie between Power BI and
Tableau, and the lowest score is attributed to Watson. Lastly, Tableau achieved the highest
rating for easy of doing business with, followed closely by Power BI, and Cognos was last.
In reference to features, five categories were compared: reports, self-service, advanced
analytics, building reports, and platform. As explained earlier, currently Watson features do not
have a G2 Score. Therefore, Watson had to be left out of the features comparison. Tableau and
Hyperion shared the highest score in reports overall and Tableau scored highest in building

reports. Hyperion scored highest in advanced analytics. Power BI had the highest rating of all
tools in self-service, and platform.
In sum, the comparison shows that Cognos features did not have any highest score in
any category, while Power BI, Hyperion and Tableau in average had the same number of
features with highest scores. It is important to note that opinion about Watson varies greatly
between end users and IT experts. While ratings are the lowest among end users, IT
professionals regard Watson as an excellent tool overall.
In conclusion, the best option is to adjust off-the-shelf solutions according to factors
such as business requirements, company size, users skill levels, and budget. Additionally, tools
have to be readjusted as the company needs or context changes. There is no perfect software
platform for every situation and each company has different needs, which might change over
time.

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