5 best data visualization tools for small businesses

Data visualization tools are software applications that translate data into visual formats to make it easier to understand. Small businesses can access data visualizations in 2 main ways:

• As an integrated feature within software products you already use
• By using standalone data visualization tools designed expressly for that purpose

In both cases, small business data visualization tools offer charts, graphs, and dynamic tables that will help you transform raw data into clear insights. With the help of these tools, you can:

• Customize dashboards that highlight key trends at a glance
• Devise more effective sales and marketing strategies
• Streamline inventory management and scheduling practices
• Design more expressive reports and pitch decks
• Infuse marketing content with engaging visuals

When evaluating which data visualization tools meet your small business’s needs, consider a few main factors:

• Easy setup. Complicated tech products can require a slow onboarding process. Something you can start using right away—without the help of a dedicated tech or IT department—helps you gain insights faster, with less upfront effort.

• Intuitive design. You probably don’t have much time to learn how to navigate a complex, technical product. Look for a data visualization tool that’s easy to use from day one—especially if you don’t consider yourself a tech wiz.

• Customization options. Some tools provide specific types of visual reports or templates with limited customization options. That can make getting started easy but limit what you can do within the tool. If you want the ability to tailor reports to your particular needs, look for one with flexible customization options that let you control how your charts look and what types of data you can include.

• Mobile and desktop versions. A good mobile app lets you access data visualizations on the go, while a solid desktop version ensures that you can use a full keyboard and screen when you prefer. A tool with both options gives you the best of both worlds.

• Integrations. Seamless integration with the products you already use—like your POS system—enables you to get more out of the tool, with less work.

• Pricing. Data visualization tools can get expensive, but plenty are available at prices that are realistic for small businesses. Some data visualization tools even offer a free version—or at least a free trial—to give you a chance to try before committing.

• Customer support. When you have a question or problem, you want reliable assistance. Consider a company’s reputation for customer service, the kind of educational resources it provides, and what hours its team is available for support. Reading reviews is a great way to get to the bottom of this.

You may find that the tools you already have provide all the data visualizations you need, but you also have the option to seek out tools specifically designed for creating data visualizations. Some of the best small business data visualization tools to consider include the following list.

Tableau bills itself as the “world’s leading analytics platform.” The tool offers features for creating, editing, and sharing data visualizations. You can use a fully cloud-hosted version of Tableau that allows you to access the visualizations you create from anywhere and easily share them with other members of your team. You can also opt for the desktop version that’s downloaded locally to your computer.

Why Tableau is great for small businesses

Tableau’s interface and features are designed for a general audience—not just data scientists. You can build visualizations using intuitive drag-and-drop features, and the company offers extensive educational resources about how to use the product effectively. Tableau has also incorporated an AI tool called Einstein into the product that can help with statistical modeling and answer questions using natural language.

Google Charts is a free data visualization tool from one of the most familiar names in the business world (and the world at large, for that matter). Google Charts is a cloud-based software tool that lets businesses easily create a wide range of data visualizations, including charts, graphs, maps, tables, and more.

Why Google Charts is great for small businesses

Google Charts is a good tool for small businesses because of its hard-to-beat price (free) and its association with a brand most businesses already have a relationship with. Google Charts provides a gallery that shows all the available chart types to choose from. You can select the data format that best fits your needs, then customize it with your own data. The main catch is that to use it requires some basic knowledge of coding and data science.

Datawrapper is a data visualization tool that powers the creation of 3 main types of visualizations: charts, maps, and tables. It’s free to use and doesn’t even require an account, so there’s no barrier to trying it out.

Why Datawrapper is great for small businesses

Datawrapper was initially built for journalists. That means it was designed with a nontechnical audience in mind. It’s intuitive to learn and doesn’t require any coding knowledge. On the other hand, that also means it won't have certain business-focused features that are common in some other options on the list, like easy integrations with business tools.

Zoho Analytics is an analytics platform built to bring data from various sources together in one place. This can make it easier to see the big picture of your business.

Why Zoho Analytics is great for small businesses

Zoho Analytics easily connects to many of the data sources small businesses commonly use, including Microsoft Office products, Mailchimp, and QuickBooks. In addition to enabling users to create data visualizations like charts, graphs, and widgets, you can incorporate those visualizations into custom dashboards and reports.

Infogram is a visualization tool designed to help businesses create public-facing content (like infographics and interactive charts) and internal data visualizations (like reports and dashboards).

Why Infogram is great for small businesses

Infogram works well for multiple functions. In addition to using the software to make sense of your internal business analytics, your marketing team can use it to turn data into attractive visual content for promoting your business. Infogram provides pre-built templates to help you jump-start the process of creating data visualizations. It also includes features that allow you to make your visualizations and reports interactive.