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HP Autonomy Unveils HP Digital Marketing Hub
HP Digital Marketing Hub will enable delivery of personalized content based on real-time analytics.
Posted Oct 16, 2013
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HP Autonomy has unveiled the HP Digital Marketing Hub, a tool that combines technologies from HP Autonomy, HP Vertica, HP Labs, and the HP Converged Cloud to bring advanced analytics to all marketers. The announcement marks a "major milestone" in HP's HAVEn big data strategy, according to a company statement.

The HP Digital Marketing Hub is an open and collaborative system that allows businesses to tap into, process, and act on collected and analyzed data from a wide variety of marketing resources. The HP Digital Marketing Hub runs on an intuitive, cloud-based interface, which gives marketers the ability to identify customer segments; build prescriptive models that match segments to targeted campaigns, offers, and content; and ultimately engage with these customers across advertising, contact center, mobile, print, social, and Web touch points—all in real time.

"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," Rafiq Mohammadi, general manager of marketing optimization at HP Autonomy, says. "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."

The addition of HP's Digital Marketing Hub will strengthen HP's big data strategy, HAVEn, a technology stack that enables businesses to handle their enterprise data by combining the capabilities offered by HP Software. The HP Digital Marketing Hub will leverage various assets from HP's HAVEn, including HP Autonomy's Intelligent Data Operating Layer, a unique data processing engine that automatically identifies context, sentiment, and patterns in unstructured, human information, and HP Vertica, a high-speed columnar database that analyzes huge volumes of structured and machine data in real time.

The Digital Marketing Hub will also make use of HP Autonomy's Marketing Optimization solutions—which include contact center management, marketing analytics, rich media management, Web experience management, Web optimization, and search engine marketing—as well as the HP Converged Cloud, HP's cloud solution, and HP Labs, a set of algorithms that aid in the identification of customer segments and prescriptive matching of content and campaigns to segments.

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, Covario, Digital River, ExactTarget, Experian, hybris Software, an SAP Company, Kenshoo, Marketo, Rio SEO and initial agency and consulting partners include Digital River, RAPP, an Omnicom Company, Realise, and SapientNitro.

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

"ExactTarget has been a long-standing partner of HP Autonomy," Scott Roth, vice president of field and partner marketing at ExactTarget, adds. "With HP Digital Marketing Hub, customers can easily bring together the power of ExactTarget and HP in an integrated solution to gain fast and accurate insights into their big data and power world-class marketing across email, social and the Web."


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