Case Study: ITV achieves fast, actionable insights and a single source of truth with Tableau Software

ITV Interactive turns 300 million rows of customer data into fast, actionable insights with Tableau

ITV Interactive, the team that runs revenue-driving competitions, voting and charity events across ITV’s biggest shows, was struggling to analyse millions of customer interactions because its data sat in 70–80 separate spreadsheets, Access and Oracle databases. That fragmented system made it hard to understand customer journeys or get timely insights from the apps that collect viewer behaviour, slowing reporting and decision-making.

By moving data into an Amazon Redshift warehouse and deploying Tableau, the team created a single source of truth (300+ million rows) and replaced 80+ spreadsheets with live dashboards. Tableau enables rapid, self-service analysis for executives, accurate tracking of unique entrants across shows, and cut report production from weeks to days—driving time savings, deeper analysis and a growing data-centric culture across ITV.

ITV

Nicola Hubbard

Senior Commercial Analyst