HP's big data platform tends to digital marketing

HP has assembled a number of its data-mining programs into a service for digital marketing

Hewlett-Packard has assembled a number of its data-mining software programs into a service, called the HP Digital Marketing Hub, that can synthesize multiple sources of marketing data to help organizations better identify potential customers.

"The number one thing marketers are struggling with now is data integration," said Randy Cairns, HP Autonomy vice president of marketing. "A lot of work has been done so marketers can look at various segments and understand what sets of content would resonate."

The HP Digital Marketing Hub will use HP's HAVEn, a collection of technologies that the company has assembled into a big-data-styled analysis platform. HAVEn stands for Hadoop, Autonomy, Vertica, enterprise security, and the n stands for the number of applications that the user may wish to incorporate with the platform.

Digital marketing "is a great application area for HAVEn. It is a combination of several technologies coming together to address line-of-business challenges and opportunities," Cairns said.

The Digital Marketing Hub can coordinate the analysis of the data sources to help an organization find the potential customers who would be best suited for its products and services. "Most companies now have a whole assortment of in-house marketing technologies. We can work with the customers to integrate the data from all those systems to increase engagement with customers," Cairns said.

The service can identify micro-segments, or groups of customers with similar likes and dislikes. For example, one group of individuals might be interested in sports cars and also are exercise enthusiasts. "So they want a car that they can mount their mountain bike on," Cairns said.

For the Digital Marketing Hub, the Autonomy Intelligent Data Operating Layer (IDOL) provides context to unstructured data. Autonomy also provides software for marketing analytics, Web optimization and search engine marketing. Vertica provides a platform for analysis. HP Labs also stepped in to develop algorithms for identifying customer segments and matching content with audiences.

The HP Digital Marketing Hub can run on the HP Converged Cloud, or on another cloud service. HP will work with customers to integrate their data sources into the hub.

To better understand the competitive industry of digital marketing, HP partnered with a number of independent software vendors and digital marketing agencies prominent in the field, including BlueKai, Deloitte Digital, Digital River, ExactTarget, Experian Marketing Services, Kenshoo and Sapient.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 cornerstones of a strong digital culture

Creating a strong company culture may sound like a daunting task, but it’s actually pretty straightforward. In fact, company culture is created in exactly the same fashion as a religion or democracy. Behaviours created from the organisation’s inception are reinforced over time by leadership, attracting like-minded people and eventually reaching critical mass to become an accepted ‘truth’.

Anthony Stevens

Founder and CEO, Digital Asset Ventures

Should you rebuild your company’s tech stack in blockchain?

The question I get asked most regularly these days is: ‘Do I need to rebuild my company’s systems on Blockchain?’ And the answer, every time, is ‘No, you’re asking the wrong question’.

Michelle O'Keeffe

CEO, Engaging.io

Customer value proposition: Getting the brand promise to your customers right

Throughout my career, I have witnessed a litany of brand names that profess to have a unique customer value proposition (CVP). In reality, however, they’ve had little more than a ‘value proposition’: A simple list of benefits applied to a general audience.

Ric Navarro

Global director of marketing and communications, Norman, Disney & Young

RE: Sales and marketing SLAs, often the choke point isn't the teams but them getting the data into the tools they want to use with the da...

Ed Fry

Why sales and marketing alignment is more important than ever

Read more

Amazing article Mitchell. I really enjoyed the read. Chatbots will be critical in the future evolution of banking and financial services ...

Giridhar Prathap Reddy

7 businesses successfully implementing chatbots

Read more

Thank you for the good and very helpful information. It is very interesting. I love all the things you share and see your beautiful creat...

รัตนาวดี ภูมิวรรณ

Former eHarmony marketing chief joins telco startup

Read more

Colin Kaepernick, not Mike Kapernick.

thisisw

Zenith's innovation leader: Mid-digital age not benefitting media, brands or consumers

Read more

AGA KHAN HOSPITAL is in need of kidney donors for the sum of 2 crore, Contact us today if you want to sell your kidney for money, and thi...

Sebastian Friedrich

Mindshare gets behind blockchain advertising alliance

Read more

Latest Podcast

More podcasts

Sign in