HP Cuts Customer Data Platform Costs by 40 Percent
By consolidating data lakes, HP increased marketing signal access and reduced audience building time from months to hours.
Updated on Oct. 21, 2026 in Advertising
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HP has overhauled its data infrastructure by migrating to the Databricks CustomerLake platform, resulting in a 40% reduction in customer data platform (CDP) costs. This shift allows marketing teams to access significantly more consumer data points while drastically accelerating audience building.
Why it matters
By consolidating hundreds of disparate repositories into a single lakehouse, HP eliminated redundant pipelines that previously hindered cross-functional data analysis. This infrastructure move reflects a broader industry shift toward internalizing identity resolution to cut vendor spend and improve query speed.
HP achieved a 40% reduction in customer data platform costs by consolidating hundreds of data repositories. The transition expanded trackable interest topics to 20,000, up from 75, and cut data request processing time from three months to 48 hours.
The players
HP
A global technology company that designs and manufactures personal computers, printers, and related accessories.
Databricks
A software company that provides a data and AI lakehouse platform for processing large-scale data and analytics.
Gartner
A global research and advisory firm that provides market insights and technical analysis for business leaders.
The details
HP replaced its fragmented data ecosystem by migrating identity resolution processes directly into Databricks lakehouses. The company is now using AI/BI Genie to enable natural language querying of its media data model, which is structured with 26 dimensions and 10 measures. This consolidation enables the business to integrate consumer and commercial information, bypassing the limitations of its previous standalone CDP architecture.
Timeline
2024: Data requests previously required three months to process.
2026: Databricks launched the CustomerLake platform at its Data + AI Summit.
June 2026: Gartner published a report analyzing the impact of CustomerLake on standalone CDP providers.
October 20, 2026: Official publication of the findings.
Market Landscape
HP’s move signals a departure from external, standalone customer data platforms in favor of integrated lakehouse architectures. This transition follows market trends analyzed in a June 2026 Gartner report, which suggests that specialized CDP providers face increasing pressure from unified data platforms.
Operators currently relying on multiple, siloed data vendors should evaluate whether consolidating identity resolution into a unified lakehouse could yield similar cost and speed gains. Review current monthly data request SLAs to determine if your team is losing months of lead time due to legacy pipeline inefficiencies.
The takeaway
The move demonstrates that internalizing data infrastructure can turn months of processing lag into near real-time insights for marketing teams. Monitor your current data-to-insight turnaround time and consider if an AI-driven natural language querying layer could replace expensive third-party data reporting tools.
Further reading
Learn more about the shifting strategies for managing consumer signals in our Advertising section.
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