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Google Data Studio vs IBM Cognos vs Tableau Enterprise comparison

 

Comparison Buyer's Guide

Executive Summary

Review summaries and opinions

We asked business professionals to review the solutions they use. Here are some excerpts of what they said:
 

ROI

Sentiment score
7.4
Google Data Studio improves efficiency, cost savings, and decision-making, benefiting large entities more than smaller businesses.
Sentiment score
6.8
IBM Cognos enhances productivity and decision-making, with significant savings, improved reporting, and ROI depending on implementation.
Sentiment score
6.9
Tableau Enterprise provides rapid ROI through efficient report generation, cost savings, and streamlined operations with minimal integration challenges.
The number of employees has reduced to half, and time is saved by nearly two to three hours a day because of automated reports.
Data engineer at a tech vendor with 10,001+ employees
I have seen a return on investment through improved decision making, as automated distribution and uptime, along with scheduled report delivery and bursting, have eliminated various manual emailing and delays, thereby saving time and cost.
Senior Project Manager at BD
Management can now drill down and view executive summaries for new products and fraud analytics quickly, resulting in less red tape during the decision-making process.
Vice President at a financial services firm with 10,001+ employees
This demonstrates that it requires a lesser number of people. You do not need a huge team for maintaining or working with IBM Cognos.
Sr cloud engineer at a tech vendor with 201-500 employees
This saves a significant amount of time, particularly for reports that would have needed around fifty people.
Project Manager, Site at LTI - Larsen & Toubro Infotech
The ROI of using Tableau extends to its seamless integration across various platforms, as it's from Salesforce and thus not limited to any specific cloud provider.
Senior Data Consultant at a government with 11-50 employees
Tableau is saving me time, money, and resources, which I would rate as ten.
Founder at Mindclick Consulting
 

Customer Service

Sentiment score
6.2
Google Data Studio's support is highly rated for its responsiveness and expertise, though some face delays with complex issues.
Sentiment score
6.4
IBM Cognos support receives mixed reviews, with praise for resources but concerns over costs and response times.
Sentiment score
6.1
Tableau Enterprise support is praised for expertise and responsiveness, with premium options and community resources highly rated by users.
Anyone with minimal knowledge of Looker can easily go through the documentation and understand the steps and the UI.
Data engineer at a tech vendor with 10,001+ employees
Our systems team, operating on a lot of Red Hat Enterprise Linux and maintaining long-term relations with IBM, benefits from good support coverage.
EDW Manager at a university with 1,001-5,000 employees
The customer support has been proactive, solution-oriented, and helpful whenever I have needed to reach out.
Senior Project Manager at BD
I rate technical support from IBM as eight out of ten, indicating a high quality of service.
head of commercial at Assimil8 Ltd.
They provide quick email and phone responses and have Thai-speaking personnel.
Senior Data Consultant at a government with 11-50 employees
There should be consistent standards for all users.
Associate Technical Architect at a computer software company with 1,001-5,000 employees
The technical support for Tableau is quite good.
Project Manager, Site at LTI - Larsen & Toubro Infotech
 

Scalability Issues

Sentiment score
6.8
Google Data Studio scales well with infrastructure support, though some face limitations with features and organizational challenges.
Sentiment score
7.5
IBM Cognos scales efficiently, handling large data volumes and integrating seamlessly, meeting medium to large enterprise needs.
Sentiment score
6.7
Tableau Enterprise offers strong scalability and improved performance with recent updates, despite potential cost and complexity challenges.
I rate Looker's scalability a nine because of how easily we can scale by simply combining tables.
Data engineer at a tech vendor with 10,001+ employees
It can be scaled out to other teams, but requires building cubes and implementing policies.
head of commercial at Assimil8 Ltd.
The scalability of IBM Cognos is fine.
Sr cloud engineer at a tech vendor with 201-500 employees
Tableau is easy to use across various dimensions, whether on-premises or on the cloud.
Senior Data Consultant at a government with 11-50 employees
The solution is fully scalable and performs well even with large datasets, provided there is proper supporting hardware.
Practice Head BI at Nous Infosystems
Tableau is easy to scale.
Content Specialist at PeerSpot
 

Stability Issues

Sentiment score
7.4
Google Data Studio offers varied stability; praised for integration but criticized for occasional bugs and handling large datasets.
Sentiment score
7.3
IBM Cognos is stable and reliable, with minimal issues, especially when maintained well with updates and optimizations.
Sentiment score
7.3
Tableau Enterprise is stable and reliable, with minor challenges tied to dataset size, server, or network factors.
I rate the stability of this solution as nine out of ten, indicating it is highly stable.
head of commercial at Assimil8 Ltd.
In my experience, IBM Cognos is stable, as I have not experienced any downtime or lagging issues.
Senior Project Manager at BD
The application hangs after continuous use due to the buildup of cache.
Content Specialist at PeerSpot
I rate the stability a five or six because Tableau updates very often with new versions or patches.
Senior Data Consultant at a government with 11-50 employees
 

Room For Improvement

Google Data Studio users seek improved data blending, visualization, user-friendliness, real-time querying, integration, security, navigation, and training.
IBM Cognos needs a more intuitive interface, improved visualizations, and better integration for competitiveness against Tableau and Power BI.
Tableau Enterprise struggles with performance, integration, and features, with users seeking better analytics, data management, and cost efficiency.
The performance is not optimal on large data sets.
Data engineer at a tech vendor with 10,001+ employees
IBM Cognos can be improved by addressing its limited real-time data connectivity, as well as enhancing the endpoint experience and mobility, which currently is not satisfactory due to limited data blending.
Senior Project Manager at BD
IBM Cognos could improve by introducing different role types, such as viewer roles, user roles, and admin roles, along with assigning minor modules to specific individuals.
Vice President at a financial services firm with 10,001+ employees
IBM Cognos can improve its error messages, as whenever something is wrong, it does not give us the proper error message, and we end up rebooting the entire software.
Sr cloud engineer at a tech vendor with 201-500 employees
We cannot send the entire Excel file reports via email within Tableau.
Project Manager, Site at LTI - Larsen & Toubro Infotech
The product owner should enhance its benefits or clarify its role.
Senior Data Consultant at a government with 11-50 employees
It sometimes requires extensive investigation to determine why the data does not appear correctly.
Group Finance Head Of Investment Bank Product Control at a financial services firm with 10,001+ employees
 

Setup Cost

Looker's pricing is reasonable for enterprises but can be costly for smaller companies, with potential additional expenses.
IBM Cognos offers versatile yet expensive pricing, justified by features and scalability, suitable for medium to large enterprises.
Tableau Enterprise is pricier but valued for functionality, offering flexible licensing and discounts for larger purchases.
Our central team negotiated a different price because multiple teams within our organization use IBM Cognos, bringing the price down to around $10 to $11 per user per month.
Vice President at a financial services firm with 10,001+ employees
I rate pricing as a four, meaning it is more expensive compared to other solutions.
head of commercial at Assimil8 Ltd.
My experience with pricing, setup cost, and licensing is positive, as the price is relatively competitive and affordable.
Senior Project Manager at BD
Power BI as a much cheaper alternative.
Practice Head BI at Nous Infosystems
A license for 150 users costs around $17,000 USD per year.
Content Specialist at PeerSpot
Looker is known to be quite expensive.
Associate Technical Architect at a computer software company with 1,001-5,000 employees
 

Valuable Features

LookML offers flexible data modeling, seamless integration, and easy-to-use visualization tools, enhancing accessibility and customization without workflow disruption.
IBM Cognos excels in reporting, dashboards, data integration, AI insights, user-friendly interface, scalability, and comprehensive business intelligence.
Tableau Enterprise simplifies data visualization and integration, enhancing decision-making and collaboration with secure, intuitive tools for organizations.
For a business user to understand data from free form or Essbase, it usually takes thirty minutes to an hour to go through the previous day's trend. However, with the visualization tools in Looker, they can easily understand the data and compare it to the previous one or two years using a bar graph, pie chart, or other graphs.
Data engineer at a tech vendor with 10,001+ employees
The AI features in IBM Cognos helped me gain deeper insights into our business processes, enabling me to make data-driven decisions easily and understand which points need our attention and which areas of our business are performing well.
Senior Data Engineer at LTI LATAM and Toubro Improtech
Some of the best features that IBM Cognos offers are enterprise reporting, which enables us to create, customize, and run reports on sales trends, consumer sentiment, and many more; dashboard creation; and data exploration and analysis.
Senior Project Manager at BD
Our dedicated cybersecurity team ensures that sensitive data does not become public, making it crucial that data stored in IBM Cognos remains secure throughout the entire data cycle, which is where these enterprise-grade security measures prove invaluable.
Vice President at a financial services firm with 10,001+ employees
A significant feature for me is the real-time connection to data sources because it effectively manages large data sets.
Senior Data Consultant at a government with 11-50 employees
Tableau serves as a stable dashboarding tool for higher management, aiding in quick decision-making.
solution architect at a energy/utilities company with 10,001+ employees
Building hyper extracts and visualization capabilities make Tableau a robust tool for data analysis.
Practice Head BI at Nous Infosystems
 

Mindshare comparison

Embedded BI Mindshare Distribution
ProductMindshare (%)
Google Data Studio5.5%
Tableau Enterprise17.5%
Qlik Sense7.9%
Other69.1%
Embedded BI
BI (Business Intelligence) Tools Mindshare Distribution
ProductMindshare (%)
IBM Cognos1.4%
Microsoft Power BI8.1%
Tableau Enterprise6.2%
Other84.3%
BI (Business Intelligence) Tools
BI (Business Intelligence) Tools Mindshare Distribution
ProductMindshare (%)
Tableau Enterprise6.2%
Microsoft Power BI8.1%
Amazon QuickSight3.3%
Other82.4%
BI (Business Intelligence) Tools
 

Featured Reviews

Hemanthreddy Vakiti - PeerSpot reviewer
Data engineer at a tech vendor with 10,001+ employees
Automated dashboards have transformed daily trend analysis and now drive faster business decisions
One of the best features that Looker offers is LookML, which allows us to develop dashboards directly rather than dragging and dropping. We can also customize some fields that are not available in the table by combining different tables using LookML. Compared to other reporting tools, Looker is somewhat more customizable and interactive. With the help of Views and Explore in Looker, we can combine different tables and create a unique column that is not available in the table, and then use that column in our reporting dashboard. Since we brought Looker into our project, it has improved data visibility and enabled faster interaction between us and our client. Rather than simply using free form or Essbase, seeing customizable and visualized data in Looker allows the business users to understand the trends in the data more easily rather than just seeing numbers. It has helped us save a lot of time. The automated dashboards that we develop allow us to run the dashboard for the coming years with only some modifications, which has reduced some manpower and working hours. When I joined this project, there were around eight to nine people for developing Looker dashboards. Once the development part is completed for almost all cases, the next part is just monitoring the dashboards and making some minor changes required to align with business goals. After development, the team was reduced to three or four people, so the manpower has significantly reduced, and time taken has decreased as well. For a business user to understand data from free form or Essbase, it usually takes thirty minutes to an hour to go through the previous day's trend. However, with the visualization tools in Looker, they can easily understand the data and compare it to the previous one or two years using a bar graph, pie chart, or other graphs. The return on investment has been very good. The number of employees has reduced to half, and time is saved by nearly two to three hours a day because of automated reports. We are just monitoring the reports to ensure they are released. This has saved nearly two hours per day, and the team has been reduced to half.
RL
Senior Project Manager at BD
Data insights have transformed reporting speed and support faster, informed decisions
IBM Cognos makes it simple to create visually appealing products, and we are able to run about 1,000 reports on a daily basis while another 1,000 are run through the scheduler built into IBM Cognos Analytics. It offers triggering through the scheduler, which we use to confirm the completion of other processes needed to be available before the job is scheduled to run, allowing us to make data-driven decisions easily. Some of the best features that IBM Cognos offers are enterprise reporting, which enables us to create, customize, and run reports on sales trends, consumer sentiment, and many more; dashboard creation; and data exploration and analysis. We are able to use the drag and drop feature to create ad-hoc visualizations. Additionally, I find the AI-powered natural language query feature for data analysis and dashboard input to be very useful for a non-technical person to put queries around the spreadsheets data to get a quick answer. Building insights for accurate decision-making has been great. Moreover, we can package reports with data-backed insights for stakeholders in PDF and Excel format to support business ad-hoc cases, forecasting, and strategic recommendations on relevant tasks. Of all those features, the visual graphs, predictive analytics, and data cleansing feature makes the biggest difference for my team. IBM Cognos is deployed in my organization using a hybrid cloud setup with Amazon Web Services as our cloud provider.
Uzair Faruqi - PeerSpot reviewer
Head Of Data Science at Mjunction Services
Ease of developing dashboards and receiving strong technical support have enabled efficient data visualization
Introducing custom features, such as NLP-based reports, is not very good in Tableau. My MD has been asking us for a way to write in natural language to request reports that the system should generate, but that isn't very effective with Tableau. As a developer, I can develop an on-demand report in Python quite easily, but exposing a REST API on the Tableau platform is not a very easy task. AI enablement is an area for improvement for Tableau, and that is something they might have to work upon. I have heard that ThoughtSpot is quite better in this regard, but the cost of ThoughtSpot is much higher. ThoughtSpot has lots of natural language-based report generation features that Tableau lacks.
report
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Comparison Review

it_user79932 - PeerSpot reviewer
Senior Manager - BI Head with 5,001-10,000 employees
Feb 4, 2015
Comparison of SAP BO, Tableau, QlikView, Cognos, Microsoft, OBIEE and Pentaho
1. SAP BO/BI Enterprise scalability Security Ease of use Semantic layer 2. Tableau Visualization Data discovery Turnaround time 3. IBM Cognos Enterprise scalability Security In-memory feature 4. MS BI - Flexibility 5. Pentaho - Open source but still enterprise grade 6. QlikView Data…
 

Top Industries

By visitors reading reviews
Financial Services Firm
13%
Retailer
8%
Media Company
8%
Computer Software Company
7%
Financial Services Firm
14%
Insurance Company
10%
Manufacturing Company
9%
Computer Software Company
7%
Financial Services Firm
16%
Manufacturing Company
9%
Computer Software Company
8%
University
6%
 

Company Size

By reviewers
Large Enterprise
Midsize Enterprise
Small Business
By reviewers
Company SizeCount
Small Business5
Midsize Enterprise8
Large Enterprise7
By reviewers
Company SizeCount
Small Business35
Midsize Enterprise24
Large Enterprise92
By reviewers
Company SizeCount
Small Business117
Midsize Enterprise67
Large Enterprise184
 

Questions from the Community

What needs improvement with Looker?
One thing is that Looker is not user-friendly to non-technical users. Someone with knowledge of Looker can understand...
What is your primary use case for Looker?
Looker serves as our main business intelligence reporting tool by creating dashboards and reports. We create interact...
What advice do you have for others considering Looker?
My advice to others looking into using Looker is that if they are new users with some technical knowledge of SQL or P...
Seeking lightweight open source BI software
It depends on the Data architecture and the complexity of your requirement. Some great tools in the market are Qlik ...
What do you like most about IBM Cognos?
The solution's most valuable feature is its ease of use, which makes it easily compatible with other tools.
What needs improvement with IBM Cognos?
IBM Cognos can improve its error messages, as whenever something is wrong, it does not give us the proper error messa...
Tableau vs. Business Objects - Which is a better solution for visualization and analysis?
Both tools have their positives and negatives. First, I should mention that I am relatively new to Tableau. I have be...
Which would you choose - Tableau or SAP Analytics Cloud?
Tableau is easy to set up and maintain. In about a day it is possible for the entire platform to be deployed for use....
What do you like most about Tableau?
Tableau is a fantastic tool that provides impressive dashboards and customized reports.
 

Also Known As

Looker
Cognos, Cognos Analytics, IBM Cognos Analytics
Tableau Desktop, Tableau Server, Tableau Online
 

Overview

 

Sample Customers

Yahoo!, Etsy, Kohler, Hipcamp, Hubspot, Kickstarter, Venmo, Dollar Shave Club, 600+ customer
More than 23,000 leading organizations across multiple industries use Cognos. Some examples of Cognos customers include BMW Financial Services, Quinte Health Care, Troy Corporation, Michigan State University, and GKN Land System.
Accenture, Adobe, Amazon.com, Bank of America, Charles Schwab Corp, Citigroup, Coca-Cola Company, Cornell University, Dell, Deloitte, Duke University, eBay, Exxon Mobil, Fannie Mae, Ferrari, French Red Cross, Goldman Sachs, Google, Government of Canada, HP, Intel, Johns Hopkins Hospital, Macy's, Merck, The New York Times, PayPal, Pfizer, US Army, US Air Force, Skype, and Walmart.
Find out what your peers are saying about Salesforce, Qlik, Zoho and others in Embedded BI. Updated: May 2026.
892,646 professionals have used our research since 2012.