Gartner Research

HP Digital Marketing Hub Will Spur Innovation in Data-Driven Marketing

Published: 26 December 2013

ID: G00259606

Analyst(s): Andrew Frank , Martin Kihn

Summary

Data-driven content and ad targeting can dramatically improve multichannel marketing performance, but getting audience segmentation right is a challenge for digital marketers. HP says its new Digital Marketing Hub can help meet this challenge, but HP must overcome two other challenges to succeed.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • HP's market entry should prompt digital marketers to consider real-time multichannel analytics to improve marketing performance
  • HP's approach will encourage IT groups to escalate their involvement in data-driven advertising technology evaluations
  • HP's offering will attract digital marketers only if it demonstrates performance superior to a field of advanced competitors

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