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Five of Splunk's ten nearest neighbors are fellow Technology brands — but the other five pull in a distinctly different direction, spanning tech-focused websites, a B2B analyst firm, and individual tech personalities, which is what gives this audience its broad shape.
Similarity here measures how closely two entities' audiences resemble each other in composition; a score near 1.0 signals near-identical audience profiles. Cisco leads at 0.93, followed closely by Amazon Web Services at 0.93 — the two strongest pulls in the set. MongoDB (0.90), Red Hat, Inc. (0.90), and VMware (0.89) round out the Technology cluster, forming a tight band of enterprise infrastructure brands. Below them, the neighbor set opens up: Slashdot (0.89) and The Hacker News (0.88) represent tech-oriented websites, while Steve Wozniak (0.88) is the lone Tech Personality in the top 10. IDC (0.88) and Satya Nadella (0.88) — a B2B analyst firm and a Professionals-subcategory figure, respectively — complete the set. The scores across all ten span only about 0.05, a narrow band consistent with the broad shape: no single neighbor dominates, and the audience overlaps meaningfully with enterprise infrastructure, tech media, and individual technology figures simultaneously.
The overall picture is an audience defined by enterprise IT depth — one that tracks infrastructure platforms, reads technical publications, and follows individual figures from the same professional world.
