HP Migrates Customer Data Platform to Databricks

The technology giant reports significant cost savings and faster data processing after adopting the CustomerLake platform.

Updated on Oct. 20, 2026 in Advertising

HP Migrates Customer Data Platform to Databricks

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HP has successfully migrated its customer data platform to Databricks CustomerLake to consolidate fragmented data repositories. This shift has enabled the company to significantly lower operating costs while drastically reducing the time required to build customer audiences.

Why it matters

By moving away from siloed data lakes, HP aimed to eliminate redundant pipelines and overcome previous limitations in applying business definitions to its data. The migration allows for more personalized and intelligent customer engagement at a much greater scale.

HP achieved a 40% reduction in data platform costs and accelerated audience building from three months down to just two hours. The company now leverages 20,000 trackable customer interest topics, an increase from 75, and has gained access to 90% more marketing signals.

The players

HP is a multinational technology company that provides personal computers, printers, and related supplies and services.

Databricks

Databricks is an enterprise software company that provides a unified data and AI platform based on lakehouse architecture.

Gartner

Gartner is a global research and advisory firm that provides insights, advice, and tools for leaders in IT, finance, and other business sectors.

The details

HP consolidated its previously scattered data into unified lakehouses and moved identity resolution processes into Databricks. The company now utilizes the AI/BI Genie tool for natural language data querying, supported by a media data model consisting of 26 dimensions and 10 measures.

In 2024, a single data request took three months to process.
Databricks launched CustomerLake at the Data + AI Summit in 2026.
Gartner published a report regarding the impact of CustomerLake in June 2026.
This news was published on October 20, 2026.

Market Landscape

This transition aligns with the industry-wide shift toward unified lakehouse architectures that replace fragmented, legacy data silos. It positions HP to better compete in digital marketing by accelerating the integration of consumer and business data.

Consumers may experience more personalized interactions with the brand as HP improves its ability to process data at scale. The company's internal efficiency gains do not currently change retail pricing or existing customer loyalty programs.

The takeaway

Companies are increasingly turning to AI-driven querying tools to convert raw data into actionable marketing intelligence. By streamlining data access, businesses can pivot from monthly reporting cycles to real-time, informed decision-making.