HP Brings Advanced Customer Analytics to Marketers

PALO ALTO, Calif., Oct. 16 – HP Autonomy today unveiled the HP Digital Marketing Hub, a new solution that enables marketers to deliver compelling and personalized experiences based on real-time analysis of diverse and massive volumes of information across multiple customer touch points.

A major milestone in HP’s HAVEn big data strategy, the HP Digital Marketing Hub combines technologies from HP Autonomy, HP Vertica and HP Labs, and leverages the HP Converged Cloud to bring advanced analytics to all marketers. Through an intuitive, cloud-based interface, marketers can dynamically identify customer segments; build prescriptive models that match segments to targeted campaigns, offers and content; and engage in real time with these customers across advertising, contact center, mobile, print, social and web touch points.

The HP Digital Marketing Hub is an open and collaborative system that enables organizations to tap into, process and act on data from a wide variety of marketing systems and technologies. HP Autonomy has worked with several independent software vendors (ISVs) and digital marketing agencies on codevelopment and integration programs for the HP Digital Marketing Hub. Initial ISV partners include BlueKai, Digital River, ExactTarget, Experian Marketing Services, hybris Software, Kenshoo, Marketo and Rio SEO; initial agency and consulting partners include Covario, Critical Mass, Deloitte Digital, Realise and Sapient. 

“HP is taking a differentiated approach to solving a fundamental challenge for marketers — how to increase engagement, yield and conversions amidst a constantly changing and multichannel marketplace,” said Rafiq Mohammadi, general manager, Marketing Optimization, HP Autonomy. “Rather than forcing a one-size-fits-all approach, we’re enabling customers to leverage unique assets from HP as well as investments they’ve made in other marketing technologies, to help them derive deeper insights and deliver better, more effective content in real time.”

While businesses have access to more data about their customers than ever before, marketers often struggle to capitalize on this information in a timely and precise manner, resulting in low conversion rates and poor customer experiences. Legacy marketing analytics and business intelligence tools struggle to process massive volumes of customer data, require manual tagging and identification of segments, and fail to recognize nuance, concepts and patterns in unstructured, human information. In addition, promises of one-size-fits-all marketing platforms have left businesses disillusioned, and victims of expensive, drawn-out customization projects that fail to yield results.

The HP Digital Marketing Hub leverages unique assets from HP to overcome the challenges of the modern marketer and deliver superior business outcomes:

• HP Autonomy Intelligent Data Operating Layer (IDOL): a unique data processing enginethat automatically identifies context, sentiment and patterns in unstructured, human information.
• HP Autonomy Marketing Optimization: a comprehensive portfolio spanning contact center management, marketing analytics, rich media management, web experience management, web optimization and search engine marketing. Marketers can use the HP Digital Marketing Hub along with HP Explore, HP MediaBin, HP Optimost, HP TeamSiteand HP Qfiniti to rapidly deliver targeted, relevant content across multiple channels.
• HP Converged Cloud: a complete portfolio of hybrid cloud solutions and services to meet enterprise needs, spanning private, managed and public cloud, underpinned by a common technology foundation based on OpenStack combined with HP innovation and enterprise experience.
• HP Labs: a team of data scientists from HP Labs worked with the HP Autonomy engineering team to develop groundbreaking algorithms to assist in the identification of customer segments and prescriptive matching of content and campaigns to segments.
• HP Vertica: provides an analytics platform that enables companies to monetize their data at the speed and scale they need to thrive in today’s economic climate. The HP Vertica Analytics Platform delivers real-time insight into data — allowing enterprises to consume and analyze data to make informed decisions at the speed of business.

HP Digital Marketing Hub — built on collaboration

Several customers and partners tested versions of the HP Digital Marketing Hub as part of a pilot program in the United States and Europe. Feedback and input from these customers and partners over the last 18 months shaped the development of today’s product release.

“HP Autonomy and Marketo share a common goal of helping digital marketers execute on reaching their buyers in a multichannel world,” said Robin Bordoli, vice president, Strategic Alliances, Marketo. “With our partnership with HP Autonomy, customers will be able to deliver effective multichannel campaigns based on real-time insights into buyer behavior.”

Marketo customers can learn more about HP Autonomy within the Marketo LaunchPoint ecosystem.

“As a long-standing customer and consulting partner for HP Autonomy Marketing Optimization, we’re excited about the launch of the new HP Digital Marketing Hub. The HP Digital Marketing Hub offers an open and collaborative system that enables seamless integration with Digital River’s commerce and marketing solutions, and can help us generate greater results and business outcomes for our customers,” said Brad LaRock, vice president for Digital River’s marketForce digital marketing agency. “As our customers continue to demand the flexibility of more plug-and-play capabilities, we look forward to continuing to expand our ecosystem of industry partners.”

“We believe that HP Digital Marketing Hub is uniquely positioned to help marketers deliver compelling and personalized experiences based on real time analysis of information across multiple customer touch points,” said Sivan Metzger, senior vice president, Business Development, Kenshoo. “Our partnership with HP Autonomy will enable our clients to better activate data and insights using Kenshoo’s global digital marketing technology across search, social and beyond. We are pleased to be part of the new HP Digital Marketing Hub partner ecosystem.”