Gartner Magic Quadrant 2023: In-Depth Comparison of Power BI, Tableau, and Qlik 

Gartner Magic Quadrant 2023: In-Depth Comparison of Power BI, Tableau, and Qlik 

By Lia Katerova

March 6, 2024

The modern analytics and business intelligence (ABI) landscape is constantly evolving, with organizations prioritizing augmented capabilities and cloud ecosystems in their selection decisions. The Gartner Magic Quadrant report is a reliable source for organizations looking to evaluate and compare the leading ABI platforms.

Gartner Magic Quadrant 2023

In this article, we will delve into the strengths and limitations of three major data analytics and business intelligence ABI platforms—Power BI, Tableau, and Qlik—based on the 2023 Gartner Magic Quadrant report, focusing on the following categories: Deployment, Data Connectivity, Data Visualization, Data Transformation, Data Modeling, Reporting, and Pricing. 

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Table of Contents

Qlik in 2023 Gartner Magic Quadrant: A Comprehensive Analysis

Tableau in Gartner Magic Quadrant 2023: A Detailed Overview

Microsoft Power BI’s Position in the 2023 Gartner Magic Quadrant: An Analysis

Gartner Magic Quadrant FAQs

Comparing Power BI, Tableau, and Qlik: Final Thoughts on Gartner Magic Quadrant 2023

Qlik in Gartner Magic Quadrant 2023

Qlik in 2023 Gartner Magic Quadrant: A Comprehensive Analysis

Qlik was named a Leader in the 2023 Gartner Magic Quadrant for the 13th year in a row. Its primary offering is Qlik Sense Enterprise SaaS, which encompasses Qlik Sense, Qlik AutoML, and Qlik Application Automation within the Qlik Cloud platform. Qlik Sense can also be deployed as a client-managed product on-premises or in a customer’s own cloud. The company has top-level partnerships with major cloud providers (AWS, Microsoft, Google), as well as Databricks and Snowflake.

In 2023, Qlik released Qlik AutoML after integrating Big Squid, offering automated forecasting, clustering, and key driver analysis for citizen data scientists within the Qlik Cloud ecosystem. Qlik also introduced Augmented Authoring, which generates AI-powered dashboards with natural language inputs and automated layouts.

A comparison graphic displaying strengths and cautions of Qlik. Strengths include: multi-cloud deployment flexibility, diverse data connectivity, user-centric data visualization, automated data transformation, data modeling with associative engine, interactive reporting customization, and various pricing options. Cautions point to potential confusion between Qlik products, perceived inferiority in visualization to Tableau, possibly less intuitive data transformation, and potential perception of Qlik's pricing being less competitive than its rivals.

Qlik Deployment: Flexibility Across Cloud Ecosystems

Strengths

Qlik offers a multi-cloud strategy, allowing organizations to deploy its products on-premises, in their own cloud environment, or through Qlik’s SaaS offerings. This flexibility makes it an attractive choice for organizations with varying infrastructure requirements. 

Cautions

Some customers might be confused by the availability of two distinct Qlik products—Qlik Sense and QlikView—and their migration paths

Qlik Data Connectivity: Bridging Diverse Data Sources

Strengths

Qlik’s extensive data connectivity options enable users to connect to various data sources, including databases, cloud platforms, and file formats. Qlik’s strong partnerships with AWS, Microsoft, Google, Databricks, and Snowflake further enhance its data connectivity capabilities. 

Weaknesses

None reported. 

Qlik Data Visualization: User-Centric and AI-Driven Options

Strength

Qlik provides diverse data visualization options, which facilitate the creation of interactive and visually appealing reports. Qlik’s Augmented Authoring allows users to generate AI-driven dashboards with natural language inputs and automated dashboard layouts, making data visualization more accessible to non-technical users. 

Cautions

Qlik’s visualization capabilities might be perceived as less advanced than Tableau’s offerings. 

Qlik Data Transformation: Automated and User-Friendly

Strengths

Qlik offers powerful data transformation features through its integrated data integration technologies. The recent acquisition of Big Squid has led to the creation of Qlik AutoML, which supports automatic forecasting, clustering, and key driver analysis for citizen data scientists. 

Try Qlik Auto ML for Free

Weaknesses

Some users may find Qlik’s data transformation capabilities less intuitive than its competitors. 

Qlik Data Modeling: Associative Engine at Its Core

Strengths

Qlik supports both simple and advanced data modeling with its associative engine, enabling users to create complex data relationships and hierarchies. The engine also allows for seamless navigation between different data sources without the need for complex data warehousing solutions. 

Cautions

None reported. 

Qlik Reporting: Interactivity and Customization

Strengths

Qlik offers robust reporting capabilities, including interactivity, custom visuals, and easy report sharing. Its Application Automation feature leverages a visual no-code approach to quickly assemble automated flows, enabling analytics to be embedded into business applications and processes. 

Cautions

None reported. 

Qlik Pricing: Understanding Your Options

Strengths

Qlik offers various pricing options, catering to different organizational needs and sizes, with both user-based and capacity-based pricing models available. 

Try Qlik Sense Business for Free

Weaknesses

Qlik’s pricing structure may be perceived as less competitive than that of some of its rivals, such as Power BI. In particular, its lowest-priced product offering, Qlik Sense Analyzer, might be seen as more expensive than some competitors’ mid-tier user roles. 

Qlik in 2023 Gartner Magic Quadrant: Summary and Takeaways

Qlik’s primary strengths lie in its multi-cloud strategy, platform completeness, and recent acquisitions that have enhanced its product offerings. Its extensive data connectivity options and strong partnerships with major cloud providers also set it apart. Qlik’s biggest weakness, however, is the potential confusion caused by the availability of two distinct products—Qlik Sense and QlikView—and the need for a clear migration path between them. 

Have a data analytics project?

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Tableau in Gartner Magic Quadrant 2023

Tableau in Gartner Magic Quadrant 2023: A Detailed Overview

Tableau, owned by Salesforce, remains a Leader in the 2023 Magic Quadrant for their 11th consecutive year. The company focuses on visual-based exploration, enabling users to access, prepare, analyze, and present findings in their data.

CRM Analytics offers augmented analytics capabilities for analysts and citizen data scientists. In 2023, Tableau improved its contextualized insights with deeper integration with Salesforce Data Cloud and enhanced decision intelligence by integrating domain-aware insights into Salesforce-native apps. 

A comparison graphic highlighting the strengths and cautions of Tableau. Strengths listed are: flexibility in deployment across cloud and on-premises, broad data connectivity and integration, pixel-perfect data visualization and storytelling, powerful data transformation with the Data Prep feature, flexibility in data modeling, customizable interactive reporting, and a variety of pricing options. Cautions raised include: potential concerns post-Salesforce acquisition regarding cloud-first strategy, occasional challenges with specific data sources integration, a steep learning curve for some users, potential less user-friendliness of Data Prep for non-technical users, required expertise to fully utilize advanced data modeling capabilities, potential limitations in reporting features for specific use cases, and a perception of high pricing in comparison to other platforms.

Tableau’s Deployment: Cloud and On-Premises Options

Strengths

Tableau offers flexibility in deployment with options for cloud-based, on-premises, and hybrid environments, catering to a range of organizational needs. 

Cautions

Following its acquisition by Salesforce, Tableau’s cloud-first product strategy may lead to concerns about long-term support for existing on-premises clients and potential pressure to migrate to the cloud. 

Tableau Data Connectivity and Sources

Strengths

Tableau provides extensive data connectivity options, supporting a wide variety of data sources, including real-time connections and integration with various platforms, such as databases, applications, and cloud services. 

Cautions

While Tableau supports a vast array of data sources, customers may occasionally encounter challenges with specific connectors or require additional customization to meet unique integration needs. 

Tableau Data Visualization: Visual Storytelling Features

Strengths

Tableau is renowned for its pixel-perfect dashboards, advanced visualization options, and the ability to create visually stunning and insightful reports that cater to various business scenarios and audiences. 

Discover More: Why Choose Tableau for Your Big Data Visualizations?

Cautions

Despite its extensive capabilities, Tableau’s learning curve can be steep for some users, particularly those new to data visualization or with limited technical backgrounds. 

Tableau’s Data Transformation Features

Strengths

Tableau offers powerful data transformation capabilities through its Data Prep feature, allowing users to clean, combine, and manipulate data from multiple sources efficiently. 

Cautions

While Data Prep is a valuable tool, it might be less user-friendly for non-technical users and may require additional training or support to utilize effectively. 

Tableau Data Modeling: Flexibility and Capabilities

Strengths

Tableau supports both simple and advanced data modeling, enabling users to create complex data relationships, hierarchies, and calculations to address a range of analytical needs. 

Cautions

Tableau’s data modeling capabilities, while robust, may require a higher level of expertise to leverage, particularly for advanced use cases fully. 

Tableau Reporting: Interactive and Customizable

Strengths

Tableau provides robust reporting capabilities, including interactivity, custom visuals, real-time data updates, and easy report sharing and collaboration features. 

Cautions

Although Tableau’s reporting features are comprehensive, some customers may find that specific niche requirement or customizations may not be as easily achievable as with other platforms. 

Tableau Pricing: Structure and Considerations

Strengths

Tableau offers various pricing options, including tiered plans and role-based licensing, catering to different organizational needs and budgets. 

Cautions

Despite the range of pricing options, Tableau’s pricing structure may be perceived as less competitive than some rivals, such as Power BI, and may require additional investments for add-ons or premium features. 

Tableau in the 2023 Gartner Magic Quadrant: An Overview

Tableau is renowned for its pixel-perfect dashboards, advanced data visualization capabilities, and augmented analytics features. Its flexibility in data visualization is a significant strength. The biggest weakness of Tableau lies in its security and pricing, with some customers finding the pricing model less competitive than its rivals and requiring additional investments in security measures. 

Have a data visualization project?

Talk with our Tableau experts.

Power BI in Gartner Magic Quadrant 2023

Microsoft Power BI‘s Position in the 2023 Gartner Magic Quadrant: An Analysis

Power BI retains its position as a Leader in the 2023 Gartner Magic Quadrant. Its primary offering, Power BI, is a part of the Microsoft 365 suite and integrates seamlessly with Azure and Teams. Power BI can be deployed on-premises or as a cloud-based service and has strong partnerships with major cloud providers like AWS, Google, and its own Microsoft Azure. 

In 2023, Microsoft introduced new features such as metric-tracking capabilities, Premium Gen 2 for improved price performance, and low-code data marts to enhance accessibility to self-serve managed relational analytics solutions. 

A comparison graphic detailing the strengths and cautions of Power BI. Strengths encompass: synergy in deployment with Microsoft Azure, extensive data connectivity with native and third-party integrations, user-friendly visualization tools, data transformation capabilities using Power Query, advanced data modeling features, dynamic reporting capabilities, and flexible pricing tiers. Concerns include: restriction to Azure for cloud deployment, potential complications with non-Microsoft platform integrations, possibly less comprehensive customization options compared to competitors like Tableau, the steep learning curve for Power Query, potential data modeling inconsistencies due to governance and content creation challenges, architectural constraints limiting integration with other platforms, and potential affordability concerns with premium features.

Power BI Deployment: Synergy with Microsoft Azure

Strengths

Power BI offers seamless integration with Microsoft 365, Azure, and Teams, making it a natural choice for organizations in the Microsoft ecosystem. It supports both cloud-based and on-premises deployments, catering to a range of needs. 

Keep Exploring: Maximizing Business Insights with B EYE and Power BI

Cautions

Power BI is limited to Azure for its cloud deployment, which may not suit organizations using other cloud infrastructure providers or those concerned about vendor lock-in. 

Power BI Data Connectivity: Native and Third-Party Integrations

Strengths

Power BI supports a wide range of data sources, including real-time connections, and offers robust integration with various Microsoft services, products, and third-party platforms. 

Cautions

Although Power BI provides extensive connectivity options, integration with non-Microsoft platforms may require additional customization or be less seamless compared to some competitors. 

Power BI Visualization: User-Friendly Design Tools

Strengths

Power BI provides a user-friendly interface and a wide array of visualization options, making it easy for users to create visually appealing and interactive reports that address various business scenarios. 

Cautions

Some users might find Power BI’s customization options less comprehensive than Tableau’s offerings, particularly for advanced or unique visualization requirements. 

Power BI Data Transformation: Leveraging Power Query

Strengths

Power BI offers robust data transformation capabilities through Power Query, allowing users to clean, transform, and combine data from various sources efficiently. 

Cautions

While Power Query is a powerful tool, it might be less intuitive for some users, particularly those with limited technical expertise, and may require additional training or support. 

Power BI Data Modeling: Enterprise-Level Features

Strengths

Power BI provides powerful data modeling capabilities, enabling users to create complex models with relationships, hierarchies, and calculations that cater to diverse analytical needs. 

Cautions

Users may experience challenges in managing governance and content creation due to multiple ways to accomplish tasks in Power BI, which can lead to inconsistencies or inefficiencies in data modeling practices. 

Power BI Reporting: Interactive Capabilities

Strengths

Power BI offers strong reporting features, including interactivity, custom visuals, real-time data updates, and the ability to share reports easily within an organization. 

Cautions

Power BI’s limited headless, open architecture restricts interoperability with competitive BI platforms and may hinder organizations looking to integrate their reporting solutions with other tools or platforms. 

Power BI Pricing: Tiers and Extras

Strengths

Power BI’s flexible pricing and licensing options, including tiered plans and role-based licensing, make it a cost-effective choice for organizations of all sizes, from small businesses to enterprises. 

Looking for the right tool for you? Read our article: Qlik vs Tableau vs Power BI

Cautions

While Power BI offers competitive pricing, organizations may encounter additional costs for premium features, add-ons, or scaling to meet growing needs, impacting overall affordability. 

Power BI in the 2023 Gartner Magic Quadrant: Summary and Analysis

Power BI stands out in its customer-driven feature development and rapid updates, which help address user needs and maintain its competitive edge. As a Microsoft product, Power BI also benefits from seamless integration with other Microsoft services. However, its biggest weakness is its Azure-only cloud deployment, which may lead to vendor lock-in for some customers. 

Have a BI project?

Talk with our Power BI experts.

Gartner Magic Quadrant FAQs

What is the Gartner Magic Quadrant?

The Gartner Magic Quadrant is a research methodology and visualization tool used for monitoring and evaluating the progress and positions of companies within a specific, technology-based market. It is designed to provide an analysis of a market’s direction, maturity, and participants. The quadrant is divided into four types of technology providers: leaders, visionaries, niche players, and challengers. Leaders are perceived as companies that execute well against their current vision and are well positioned for tomorrow, while visionaries understand where the market is going or have a vision for changing market rules, but do not execute well. Niche players focus successfully on a small segment, or are unfocused and do not out-innovate or outperform others. Challengers execute well today but do not demonstrate an understanding of market direction.

How does the Gartner Magic Quadrant work?

The Gartner Magic Quadrant works by evaluating companies based on two dimensions: the ability to execute and the completeness of vision. The ability to execute covers the provider’s financial viability, market responsiveness, product development, sales channels, and customer base. Completeness of vision includes market understanding, marketing strategy, sales strategy, offering (product) strategy, business model, and innovation. Based on these criteria, companies are scored and then plotted on the quadrant. This assessment involves a mix of quantitative and qualitative analysis, including customer feedback, surveys, and interviews.

How reliable is Gartner Magic Quadrant?

The reliability of the Gartner Magic Quadrant is considered high among many industry professionals as it draws on a robust methodology, which includes thorough, fact-based analysis backed by a detailed evaluation process. However, it’s important to note that the findings and opinions are based on Gartner’s analysis and are not representative of the entire scope of the market. Different perspectives and shifting market dynamics can affect the placement of vendors.

How often does Gartner update the Gartner Magic Quadrant?

Gartner updates the Magic Quadrant reports annually or bi-annually, depending on the industry and the speed at which the market is changing. This frequency ensures that the analysis reflects the latest market conditions and vendor capabilities.

Why does Gartner retire a Magic Quadrant?

Gartner retires a Magic Quadrant when a market evolves to the point where its criteria and segments are no longer representative of the current environment or when there’s a significant change in the market’s direction. This can happen because of technological innovation, market consolidation, or a shift in buyer needs. Retiring a quadrant ensures that Gartner’s research remains relevant and valuable to its clients.

How can businesses leverage the information provided by the Gartner Magic Quadrant to improve their strategic decision-making?

Businesses can leverage the information provided by the Gartner Magic Quadrant to improve their strategic decision-making by using it as a tool to understand the market landscape and the players within it. Companies can assess competitors, potential partners, and their own position in the ecosystem. By examining the strengths and cautions of vendors, they can identify best practices and areas for improvement in their own strategies. Furthermore, businesses can use the quadrant to gauge the maturity of the market and technology trends, which can inform investment and product development decisions.

What are the potential limitations or criticisms of the Gartner Magic Quadrant, and how might they impact its interpretation?

The potential limitations or criticisms of the Gartner Magic Quadrant include its perceived bias towards large, established vendors due to the weight given to the ability to execute, which can favor those with more resources. There’s also a risk of oversimplification, as the complex nature of business operations may not be fully captured in a two-dimensional quadrant. Critics argue that the subjective nature of some criteria can affect vendor placement. These limitations can impact how the Magic Quadrant is interpreted, possibly leading users to overlook emerging or niche vendors that could offer innovative or more cost-effective solutions.

In what ways can the methodology of the Gartner Magic Quadrant adapt to the rapid changes in technology and market trends?

The methodology of the Gartner Magic Quadrant can adapt to rapid changes in technology and market trends by continuously evolving its criteria and analytical processes. This involves regularly reviewing and updating the evaluation criteria to reflect current market conditions, incorporating new metrics that address emerging technologies, and adjusting the weight of various factors to better balance the needs of different market segments. Moreover, engaging with a wider array of stakeholders and incorporating broader industry feedback can help ensure the quadrant remains relevant and responsive to market dynamics.

You May Also Like: Gartner Magic Quadrant for Cloud Database Management Systems: In-Depth Comparison of AWS, Snowflake and Databricks 

Comparing Power BI, Tableau, and Qlik: Final Thoughts on Gartner Magic Quadrant 2023

In conclusion, the Gartner Magic Quadrant report provides Power BI, Tableau, and Qlik. The choice of platform depends on an organization’s specific needs and priorities. Power BI is a cost-effective option for small businesses, while Tableau offers more flexibility in cloud deployment and a powerful reputation for data visualization. Qlik stands out for its augmented intelligence functionality and ease of use. By leveraging the insights, the report provides and conducts thorough evaluations. Organizations can make informed decisions to drive success in 2023 and beyond. 

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