Sophistication and Simplicity: Striking the Right Balance in Data Analytics at HPE
Company Size
1,000+
Region
- America
Country
- United States
Product
- QlikView
- Qlik Sense
Tech Stack
- Data Analytics
- Data Visualization
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Digital Expertise
- Productivity Improvements
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Electronics
Applicable Functions
- Sales & Marketing
Use Cases
- Real-Time Location System (RTLS)
Services
- Data Science Services
- System Integration
About The Customer
Hewlett Packard Enterprise (HPE) is a global marketing organization that split from HP in 2015 to become a distinct B2B entity. Despite the split, HPE remained a large and complex organization with almost 3,000 full-time employees or long-term contractors. The company's team, which fluctuated in size from 4 to 8 people over four years, is responsible for campaign and account intelligence. The team also owns the operational hub for the marketing organization, which includes marketing campaign and activity master data as well as the campaign and account intelligence platforms developed using QlikView and Qlik Sense.
The Challenge
HPE, after splitting from HP in 2015, aimed to apply end-to-end analytics to its marketing ecosystem. The company wanted to optimize demand flow through its funnel, take its digital transformation to the next level, connect the dots on marketing spend and outcomes, and transform its existing analytics system. However, the company faced challenges due to the numerous handoffs to other teams in the organization, the presence of multiple 'versions of the truth' due to different BI systems, and the complexity of connecting different connection points housed in different systems with different structures.
The Solution
To connect its data, HPE partnered with Qlik. The initial goal was to make Qlik a self-service tool where everyone from C-level to the individual contributor would have their own reports within the dashboard. The company also aimed to measure potential customers on their digital footprint before they landed in the HPE ecosystem. As the company progressed, it decided to refine its process by simplifying its structures to make it more user-friendly while focusing on 'the bare minimum' end users needed to do their job. This included leveraging Qlik Sense as the visualization tool to simplify a number of use cases. The Qlik Professional Services team and HPE's team worked together to create scalable data structures that allowed the company to simplify without having to re-design the entire platform.
Operational Impact
Quantitative Benefit
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