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

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in