[The BI Survey 18 results, not included in The BI Survey 19] Domo is a cloud-first business intelligence tool designed to consolidate an organization’s data into one easy-to-use, self-service solution for all business roles, so anyone can access the data they need to make better decisions in real time.

Founded in 2010 in American Fork, Utah, Domo launched its first BI product in 2012, but operated in stealth mode until 2015, approaching customers on a one-on-one basis and asking them to sign a non-disclosure agreement.

After 2015, Domo quickly garnered attention through mass marketing campaigns. Josh James, serial entrepreneur and founder of Omniture, is CEO and raised nearly $700 million in venture capital funding from 48 investors. After going public in June 2018 in an effort to raise money, the company is now valued around $500 million, as of September 2018. Domo has 800 employees and 1,500 customers, including 36 percent of the Fortune 500.

Domo executives admit that Microsoft and Tableau attract the lion’s share of attention in the industry, but this will change, they believe, as more customers embrace the cloud. The Domo platform is one of the largest analytics cloud platforms and, collectively, on an average day, Domo customers query between 100 and 200 trillion rows of data. This confidence and prowess is backed by loyal investors and Domo’s cult following of customers, known as ‘domosapiens’, who praise Domo’s offering.

Domo’s Business Cloud is an end-to-end platform designed to maximize ease of use and self-service, so any business user in any role can leverage data to make data-driven decisions. After eight years of development, the tool is mature and Domo continues to invest in the product. In the last year, it has added several capabilities to its intelligence platform, Mr. Roboto, as well as developed features for data governance and storytelling.

Domo is designed first for cloud and mobile. Customers use a browser to access all functionality, although it does have a Windows desktop tool called Workbench, which is used to transform and load on-premises data into the Domo cloud. Mobile-users can access Domo through Domo’s iOS or Android apps.
Domo is a self-service dashboarding tool. Users with minimal technical skills and training can navigate Domo, from connecting to data and building dashboards to sharing content and setting up alerts.

User & Use Cases

Domo has a fairly even distribution of customers using it for dashboards, enterprise reporting and ad hoc queries. This is no surprise, as Domo markets itself as a self-service tool for all users to explore their data and find insights. A much smaller number of users engage in financial consolidation, budgeting and planning, and advanced analysis. Customers’ planned use of advanced analysis is indicative of Domo’s investment in artificial intelligence and predictive analytics.

Compared to the average, a higher percentage of Domo users use the tool to view and navigate. In addition, Domo also has over twice the average product penetration rate among its customers who are primarily medium-sized and small companies. This speaks to Domo’s focus on non-technical business users throughout the enterprise. The tool most often evaluated in competition with Domo is Tableau. Other products it frequently competes with include Power BI, Qlik Sense and MicroStrategy.

Current vs. planned use


5 products most often evaluated in competition with Domo


Percentage of employees using Domo


Number of users using Domo


Tasks carried out with Domo by business users


Company size (number of employees)


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Peer Groups
Number of responses32
OfficesAmerican Fork, Utah
Revenues (2017)Undisclosed