Nine Entertainment Picks Domo To Consolidate Analytics And Build AI-Ready Data Platform – SMBtech
Nine Entertainment has selected Domo’s AI and data platform to replace a patchwork of analytics tools that had accumulated across the media company over years of mergers and expansion.
The deal will see Nine standardise on a single governed platform, with the aim of enabling self-service insights across the business while laying the groundwork for more automated, data-driven workflows.
Domo, the Utah-based data platform provider listed on Nasdaq, announced the agreement this week.
Nine operates a broad media portfolio that spans broadcast television, streaming, publishing and digital platforms. As the company grew through acquisitions and the evolution of its business units, it ended up running multiple analytics tools and siloed reporting environments.
That fragmentation made it increasingly difficult to maintain consistent metrics and a single source of truth across the organisation.
Barry Quinn, Head of Analytics Insights at Nine, pointed to the complexity that had built up over time.
“As simplification and modernisation are central to our data strategy, consolidating onto a single analytics platform became essential,” Quinn explained. “Managing multiple platforms created unnecessary friction and made consistent reporting harder than it needed to be.”
After evaluating several options, Nine selected Domo for its user experience, cost-effective model and ability to support both business users and analysts within a single governed platform.
Nine also pointed to Domo’s production-ready natural language querying capabilities as a key differentiator. The feature allows non-technical users to explore data independently while maintaining governance and trust over the underlying datasets.
The initial migration moved quickly. Nine’s data team delivered nearly 50 dashboards in the first two weeks, a pace the company indicated exceeded what had been possible with its previous analytics tools.
The rollout was delivered in partnership with Altis Consulting, which worked with Nine to rationalise a large volume of reports into a smaller set of key outputs, clarify reporting usage and convert existing datasets and legacy reports onto the Domo platform.
Katrina Pilcher, Chief Operating Officer at Altis Consulting, described the engagement as more than a straightforward migration.
“This project went beyond migrating dashboards,” Pilcher noted. “We helped Nine streamline reporting and fully leverage Domo to meet complex requirements and enable trusted, self-service analytics.”
Nine is now using Domo Apps to build reusable, role-based data experiences across the organisation. By using shared components and common calculations, the team is standardising logic while reducing duplication and rework.
Looking ahead, Nine plans to introduce workflows that monitor data patterns and alert teams to emerging trends.
While still early in the rollout, Nine has already seen a reduction in overall analytics platform costs, supporting its broader effort to simplify technology investments without sacrificing capability.
Peter Steggall, Vice President of APAC at Domo, framed the deal as representative of a broader shift in how media companies approach their data infrastructure.
“Nine is a great example of a modern media company rethinking how data actually gets used day to day,” Steggall offered. “They were looking for more than just dashboards; they wanted fewer tools, faster delivery and something their teams could actually use.”
“Domo gives them a foundation they can build on over time,” he added.
The agreement positions Nine to move beyond basic reporting consolidation and toward more automated, AI-assisted analytics workflows as the platform matures within the organisation.
Last Updated on March 14, 2026 by Nick Ross
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Nick Ross is a veteran tech journalist. He is Editor in Chief of SMBtech, an Australian-focused website for technology and business, and High Performance Laptops.
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