top of page
  • Writer's pictureFernando Andres Ron Montenegro

Omni or Looker? How to Pick the Perfect Data Analytics Tool

You've got data coming out of your ears and you need to make sense of it all. As an analyst or business user, choosing the right data analytics tool is crucial to help you visualize insights, uncover trends, and make data-driven decisions. Two of the top self-service business intelligence tools are Omni and Looker. They both enable you to explore and analyze your data through dashboards, reports, and SQL queries without needing a data science degree. However, there are some key differences you need to consider based on your needs and level of technical expertise.

This article breaks down the pros and cons of Omni and Looker so you can determine which tool is the best fit for your business. By the end, you'll be equipped to make the right choice and get answers from your data.

Understanding Data Analytics Software: Looker and Omni Explained

Omni and Looker are two popular business intelligence tools for data analytics, but how do you know which is right for you? Let's break down the key differences.

looker data analytics

Looker is a business intelligence tool focused on data visualization and exploration. It lets you create dashboards, reports, and explore data through a web interface. Looker uses a modeling layer to abstract away the complexity of the underlying database and lets you define business logic to shape the data.

Some pros of Looker are its reusable dashboard elements, scheduling capabilities, and native integrations with services like Google Analytics and Salesforce. However, Looker can be pricey for smaller teams and has a steep learning curve.

omni data analytics

Omni is an end-to-end data analytics platform for marketing and sales teams. It combines data from multiple sources to provide a single customer view and insights. Omni focuses on predictive analytics, segmentation, and campaign optimization.

The pros of Omni are its predictive capabilities, robust AI-based recommendations, and native integrations with CRMs like HubSpot. However, Omni lacks the open-ended data exploration of tools like Looker and can be too simplistic for highly technical teams.

In summary, Looker is great for in-depth data analysis and building custom reports, while Omni excels at predictive insights and campaign optimization for marketers. Evaluate your needs and team skills to determine which solution is the best fit. With the right tool and a data-driven mindset, you'll be uncovering key insights in no time.

Key Features Comparison: Looker vs Omni

When it comes to business intelligence tools, two of the top options are Looker and Omni. Both provide powerful data visualization and analytics, but have some key differences.


Looker is a web-based BI and data visualization tool that lets you explore and analyze data through dashboards, reports, and charts. Some of its standout features include:

  • A flexible data model that works with any database

  • Reusable "explores" that can be the basis for dashboards, alerts, and models

  • Advanced data governance and security options to control who sees what

  • Embedded analytics if you want to integrate Looker into your own application


Omni is another popular BI tool focused on making data accessible to everyone in your organization. Some of its key capabilities include:

  • Easy to use drag and drop interface to quickly build interactive reports and dashboards

  • Native integration with many data sources like MySQL, Postgres, Snowflake, and BigQuery

  • Collaboration features to share analyses, discuss insights, and work together on projects

  • AI-assisted data preparation to automatically clean, enrich, and transform your data

  • Open API and SDKs to build custom data applications and integrations

At the end of the day, both Looker and Omni are great options for gaining valuable business insights. Looker may have an edge with larger enterprises, while Omni is very user-friendly for small teams. But either tool can work with your data sources and provide the types of reports and dashboards you need to make data-driven decisions. The choice comes down to how much customization and control you require, and how easy you need the interface to be.

Evaluating Your Data Needs and Use Cases

One of the first things to consider when choosing between Omni and Looker is how you plan to use the tool and what types of insights you need to generate. Think about your key use cases and priorities.

Do you need to perform a lot of ad-hoc analyzes and data discovery? If so, Looker’s intuitive interface may have an edge. Its “explore” feature makes it easy to drag and drop dimensions and metrics to uncover trends and patterns in your data.

Are you mainly focused on building dashboards and reports to share with colleagues or clients? Omni provides many more options for visualizing and presenting your data through charts, graphs, maps, and scores. Their gallery includes hundreds of custom dashboard templates to get you started.

How technical are your data needs? Looker may be better suited if you need to handle more complex data modeling, joins, and SQL queries. Omni’s backend is less customizable, though it does allow for some light transformations and modeling.

Consider how much data you need to analyze. Omni can handle very large data volumes (100+ million rows) with fast query speeds. Looker also works well for big data but may experience some performance issues at the higher end of the spectrum.

Think about how your needs might evolve over time. If you anticipate wanting more advanced functionality down the road, Looker is probably your best choice. It has a steeper learning curve but is a very powerful tool for data-savvy users and companies with complex requirements. Omni is easier to pick up and get started with, though it may lack some of the sophistication of Looker for very advanced use cases.

Evaluating how you plan to use the tool and understanding your key priorities will make it much easier to determine whether Omni or Looker is the right fit for your needs. Think about where you are today and where you want to go, and choose the solution that will serve you well now and into the future.

Pricing and Implementation: Total Cost of Ownership

When determining the total cost of ownership between Omni and Looker, a few factors come into play. Let's break down the major differences:

Upfront costs

Omni is an open-source tool, so the software itself is free to download and use. Looker is a commercial product, so you'll pay an upfront license fee to access it, typically $2,000-$5,000 per month for a small team. For larger deployments, fees can range from $10,000 to $50,000 per month or more.

Implementation and training

With Omni, you'll need to handle the implementation yourself, which may require hiring data engineers and analysts to set it up, connect data sources, and build reports. This can cost $200,000 or more for a typical project. Looker offers implementation services to get you up and running quickly. Looker's training, both online and in-person, is very helpful for new users to learn the tool.

Customization and support

Omni is an open platform, so you have flexibility to highly customize it, but you're on your own for support. Looker provides enterprise-level support, as well as a variety of integrations, certified connectors, and pre-built solutions for many popular data sources. However, less customization is possible.


Omni can scale to very large deployments, but you'll need to architect it yourself. Looker is built to scale and provides scaling guidance as your data environment grows in size and complexity.

In the end, while Omni may have a lower upfront cost, Looker may end up being more affordable in the long run thanks to its enterprise features and support. For a mid-sized company, the total cost of ownership for Looker over 3-5 years could be $500,000 to $3 million or more, compared to at least $500,000 to implement a scalable Omni deployment. The right choice for you comes down to your needs, technical resources, and budget.

Making the Best Choice for Your Business: Looker or Omni?

When it comes to choosing an analytics tool for your business, Looker and Omni are two of the top contenders. Both offer powerful solutions for exploring your data and generating insights, but which is the best fit for your needs? Here are some factors to consider:

Data visualization

If visualizing your data in different ways is important, Looker has innovative features like Looker Blocks, customizable building blocks to create any chart or dashboard. Omni also provides solid data visualization options with bar charts, line graphs, scatter plots and more. For most businesses, either tool would work well in this regard.

Learning curve

Looker is very user-friendly, with an intuitive interface that makes it easy to navigate and build analyzes, even for beginners. Omni has a steeper learning curve, so may require more training and practice to become proficient. If your team has limited experience with data tools, Looker could have the advantage here.


Do you need a highly customizable solution? Looker offers an open platform and API to build custom applications, visualizations and models. Omni also provides options for customization, though not quite as flexible as Looker’s platform. For companies wanting to tailor the tool to their needs, Looker would likely be preferable.


For small to mid-size companies on a budget, Omni’s pricing may be more affordable. Looker is targeted at larger enterprises and pricing can be significantly higher, depending on the package. If cost is a concern, Omni would probably get the nod.

In the end, the choice between Looker and Omni comes down to your company's specific requirements and priorities. Think about your needs around data visualization, ease of use, customization, and budget. Whichever tool meets most of your key criteria is the one most likely to make your data dreams come true! Let us know if you have any other questions - we're happy to provide additional guidance.


So there you have it, the pros and cons of two of the hottest data analytics tools on the market. At the end of the day, you need to go with what's right for your needs and budget. If you're looking for an easy-to-use tool to quickly gain insights into your data, Looker is probably your best bet. But if you need advanced analytics and predictive modeling, Omni is likely the more powerful choice. The good news is you really can't go wrong either way. Both tools will help you unlock the secrets hidden in your company's data and gain a competitive edge. Now stop reading and start analyzing! Your data is waiting.

90 views0 comments


bottom of page