{"slug":"hp-crafts-marketing-campaigns-that-resonate-with-customers-using-databricks-and-uniphore","url":"https://findausecase.com/use-cases/hp-crafts-marketing-campaigns-that-resonate-with-customers-using-databricks-and-uniphore","title":"HP crafts marketing campaigns that resonate with customers using Databricks and Uniphore","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.","company":"HP","industry":"Technology & Software","aiCapabilities":["Recommendation & Personalization","Predictive Analytics"],"technology":["Delta Lake","Unity Catalog"],"deployment":"Public Cloud","problemStatement":"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.","solutionApproach":"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.","businessValue":"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.","evidence":{"band":"high"},"sourceUrl":"https://www.databricks.com/customers/hp","dates":{"publishedAt":"2026-09-11T09:04:02.300Z","publishedAtSource":"pipeline","updatedAt":"2026-09-11T09:04:02.300Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/hp-crafts-marketing-campaigns-that-resonate-with-customers-using-databricks-and-uniphore. Bulk republication requires permission."}