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Title
HP crafts marketing campaigns that resonate with customers using Databricks and Uniphore
…Get a Demo Login Contact Us Try Databricks Customer Stories / HP CUSTOMER STORY Crafting marketing campaigns that resonate with customers HP centralized their data for faster campaigns with federated query pushdown 40…
Description
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.
…f potential revenue that we were leaving on the table,” Ram explained. In 2022, HP’s IT organization invested in unifying all customer data in the Databricks Data + AI Platform — unlocking the ability to access insights more seamlessly across the enterpris…
…ampaign processes and improve governance by adopting a composable architecture. The team explored the idea of federated query pushdown via Uniphore’s HybridCompute capabilities — connecting Uniphore and the Databricks Data + AI Platform via a native integr…
…alyze specific data to create targeted audience segments. According to Alonso, “Now, we can stand up a new campaign within a couple of hours compared to 2 weeks previously.” In using best-of-breed solutions, HP has more clarity on their future roadmap.…
…’s 360-degree customer views. With Uniphore HybridCompute alongside Databricks, HP has unlocked faster querying, allowing for the processing of 400 million records in seconds and eliminating the need for extensive change management or data pipelining. Th…
Company
HP
…urs to stand up a campaign HP aims to make life better for everyone everywhere. Serving millions of customers in over 170 countries, the information technology company has an unshakable global presence, with a strong global supply chain and distribution network. Despite impressive…
Industry
Technology & Software
…dictive point of view and the maturity to the answers.” Share this post Details Industry : Technology and Software Use Case : Data Science Cloud : AWS Product : Delta Lake , Spark Declarative Pi…
Problem
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.
…nagement (CRM) of owned data across numerous systems and sources for years, but with over 50% of this data going unactivated combined with approaching third-party cookie deprecation, they knew their visibility into customer behaviors and acquisition effectiveness was at risk. Separately, the sheer volume of data — coupled with a limited view of the cust…
…into customer behaviors and acquisition effectiveness was at risk. Separately, the sheer volume of data — coupled with a limited view of the customer — created heavy reliance on the marketing data sciences team to pull insights from HP’s internal assets via costly, time-consuming processes. This resulted in data latency for campaign activation and hindered their abili…
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.
…ically, laying a data foundation that could support a composable architecture . It leverages Delta Lake, an open source compute layer that brings atomicity, consistency, isolation, durability (ACID) transactions to big data workloads, ensuring that the data in Delta Lake is reliable and consistent. By combining…
…tegration with analytics and reporting tools. With this widened access to data, Unity Catalog is a key component in the mix, enhancing access governance for HP’s data assets and defining and enforcing granular permissions. Embracing first-party data to…
…he idea of federated query pushdown via Uniphore’s HybridCompute capabilities — connecting Uniphore and the Databricks Data + AI Platform via a native integration. “We tried to centralize all our data in one place, massively onboarding it to…
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.
…elves, reducing reliance on data science teams and improving campaign velocity. The brand observed a drastic reduction in the time required for data processing and audience building, which now only takes 1 to 2 hours to complete, as opposed to 5+ hours. This has improved the overall accuracy and reliability of HP’s 360-degree custo…
…’s 360-degree customer views. With Uniphore HybridCompute alongside Databricks, HP has unlocked faster querying, allowing for the processing of 400 million records in seconds and eliminating the need for extensive change management or data pipelining. Th…
…alyze specific data to create targeted audience segments. According to Alonso, “Now, we can stand up a new campaign within a couple of hours compared to 2 weeks previously.” In using best-of-breed solutions, HP has more clarity on their future roadmap.…
AI capabilities
Recommendation & Personalization, Predictive Analytics
…ght data and infrastructure are in place to meet critical measurement outcomes, drive investment effectiveness and predict future actions to enhance spending efficiency. HP has managed a robust customer relationship management (CRM) of owned data a…
Technology
Delta Lake, Unity Catalog
…Details Industry : Technology and Software Use Case : Data Science Cloud : AWS Product : Delta Lake , Spark Declarative Pipelines , Unity Catalog Ready to get started? Try Databricks for free Learn more about our product Talk…
Deployment model
cloud
…re this post Details Industry : Technology and Software Use Case : Data Science Cloud : AWS Product : Delta Lake , Spark Declarative Pipelines , Unity Catalog Ready to get…
Deployment options
cloud
…re this post Details Industry : Technology and Software Use Case : Data Science Cloud : AWS Product : Delta Lake , Spark Declarative Pipelines , Unity Catalog Ready to get…
Headline outcome
…shdown 400M records processed in seconds 1–2 hours to build segmented audiences 2 hours to stand up a campaign HP aims to make life better for everyone everywhere. Serving millions of custom…
Use case type
Personalisation
…to last, enabling governed and federated first-party data access combined with sophisticated audience segmentation and activation executed by marketers. Overcoming legacy data and infrastructure challenges HP’s vision is to enginee…
