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 PC World newsletter!

Error: Please check your email address.

Tags analyticsmarketingapplicationsdata miningsoftwareindustry verticalsinternetHewlett-Packard

Our Back to Business guide highlights the best products for you to boost your productivity at home, on the road, at the office, or in the classroom.

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Joab Jackson

IDG News Service
Show Comments

Essentials

Lexar® JumpDrive® S57 USB 3.0 flash drive

Learn more >

Microsoft L5V-00027 Sculpt Ergonomic Keyboard Desktop

Learn more >

Mobile

Lexar® JumpDrive® S45 USB 3.0 flash drive 

Learn more >

Exec

Audio-Technica ATH-ANC70 Noise Cancelling Headphones

Learn more >

Lexar® Professional 1800x microSDHC™/microSDXC™ UHS-II cards 

Learn more >

Lexar® JumpDrive® C20c USB Type-C flash drive 

Learn more >

HD Pan/Tilt Wi-Fi Camera with Night Vision NC450

Learn more >

Budget

Back To Business Guide

Click for more ›

Most Popular Reviews

Latest News Articles

Resources

PCW Evaluation Team

Azadeh Williams

HP OfficeJet Pro 8730

A smarter way to print for busy small business owners, combining speedy printing with scanning and copying, making it easier to produce high quality documents and images at a touch of a button.

Andrew Grant

HP OfficeJet Pro 8730

I've had a multifunction printer in the office going on 10 years now. It was a neat bit of kit back in the day -- print, copy, scan, fax -- when printing over WiFi felt a bit like magic. It’s seen better days though and an upgrade’s well overdue. This HP OfficeJet Pro 8730 looks like it ticks all the same boxes: print, copy, scan, and fax. (Really? Does anyone fax anything any more? I guess it's good to know the facility’s there, just in case.) Printing over WiFi is more-or- less standard these days.

Ed Dawson

HP OfficeJet Pro 8730

As a freelance writer who is always on the go, I like my technology to be both efficient and effective so I can do my job well. The HP OfficeJet Pro 8730 Inkjet Printer ticks all the boxes in terms of form factor, performance and user interface.

Michael Hargreaves

Windows 10 for Business / Dell XPS 13

I’d happily recommend this touchscreen laptop and Windows 10 as a great way to get serious work done at a desk or on the road.

Aysha Strobbe

Windows 10 / HP Spectre x360

Ultimately, I think the Windows 10 environment is excellent for me as it caters for so many different uses. The inclusion of the Xbox app is also great for when you need some downtime too!

Mark Escubio

Windows 10 / Lenovo Yoga 910

For me, the Xbox Play Anywhere is a great new feature as it allows you to play your current Xbox games with higher resolutions and better graphics without forking out extra cash for another copy. Although available titles are still scarce, but I’m sure it will grow in time.

Featured Content

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?