How HP Is Building an AI-Ready CDP with Databricks CustomerLake
HP reduced CDP setup time from months to hours and cut costs by 40% by consolidating marketing data into Databricks CustomerLake and Genie, enabling faster audience activation and governed data sharing.
HP modernized its marketing data infrastructure by consolidating hundreds of data lakes into a small number of Databricks lakehouses, using central standards with federated execution to maintain domain ownership while sharing governed data products across the business. This shift provided marketing teams with governed access to previously fragmented sources, including media performance, market-share, technographic, intent data, and propensity models, improving collaboration and reducing operational overhead.
The company’s new approach enabled a 2024 request to share data with a sales partner to be fulfilled within 48 hours, compared to a previous process that required three months, 15 email exchanges, and three escalations without a reliable outcome. This improvement accelerated marketing’s access to data for planning, targeting, reporting, and measurement while preserving governance and domain ownership.
HP is using AI/BI Genie and agent-based capabilities to bridge the gap between technical data foundations and marketing usability, including semantic layers that centralize definitions for domains, metrics, and reusable skills. For example, HP created a media metric view covering 26 dimensions and 10 measures to standardize media-spend and performance KPIs across dashboards, business users, and AI systems.
HP also expanded its intent-data ingestion from 75 topics to approximately 20,000 topics, using Genie Code to cluster signals at scale for richer account profiles. The company plans to bring identity resolution back into its Databricks environment to create a governed foundation for measurement, audience activation, and model improvement, enabling a more complete view of performance.