Case Study: National Media Company achieves 17% audience growth and $100,000 annual savings with Splunk

How Splunk Software is Used to Find the Needle and See the Whole Haystack

A national media company struggling to understand a rapidly expanding digital footprint—websites, mobile sites, multiple apps and third‑party channels like iTunes—couldn’t get timely, accurate cross‑platform insights. Client‑side tagging and multiple vendor tools left data siloed, required error‑prone Excel normalization, and produced only monthly historical reports, while stakeholders also needed deeper system performance visibility and the ability to answer unexpected analytic questions.

By deploying Splunk Enterprise to index server logs and third‑party feeds, the team built lookup tables, event types, regex extracts and scripted inputs to automate dashboards and on‑demand analysis across platforms. The solution enabled weekly automated reports, precise cross‑platform audience and upgrade analyses, and social reach tracking—delivering a 17% audience increase in one year, about $100,000 annual savings on log tracking, a 50% improvement in API performance and reduced infrastructure upgrade needs.