HP crafts marketing campaigns that resonate with customers using Databricks and Uniphore
HP centralized first-party customer data on the Databricks Data + AI Platform with Delta Lake and Unity Catalog, and connected it to Uniphore's HybridCompute for federated query pushdown, cutting campaign setup from 2 weeks to 2 hours and processing 400 million records in seconds.
Overview
HP centralized first-party customer data on the Databricks Data + AI Platform with Delta Lake and Unity Catalog, and connected it to Uniphore's HybridCompute for federated query pushdown, cutting campaign setup from 2 weeks to 2 hours and processing 400 million records in seconds.
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Inspect the highlighted sourceThe challenge
Over 50% of HP's CRM data went unactivated, and with third-party cookie deprecation approaching, the company risked losing visibility into customer behavior and acquisition effectiveness; the sheer volume of siloed data across business units and legacy systems created heavy reliance on the marketing data sciences team for costly, time-consuming insight pulls, causing data latency for campaign activation.
The solution
HP unified customer data on the Databricks Data + AI Platform using Delta Lake, Unity Catalog and a bronze/silver/gold medallion architecture, then connected it to Databricks partner Uniphore's CDP, using Uniphore's HybridCompute capability for federated query pushdown so HP could activate first-party data across media channels without copying it out of Databricks.
Reported business value
Audience segment building now takes 1 to 2 hours versus more than 5 hours previously, HP can process 400 million records in seconds, and the company can now stand up a new campaign within a couple of hours compared to 2 weeks previously.
Sources
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