HP Estimates Up to 40% Lower CDP Costs. Where Should Marketing Data Integration Start?

Map out the actual data flow from a single marketing task.

First, define what customer data needs to be identified, which behaviors must be read, and who will use the results. For example, if you need to link event registrations with follow-up contact attempts, list the systems involved, existing identifiers, and data owners. Only by selecting real-world tasks your team is actually working on can you pinpoint exactly where the process is stuck: missing fields, identity issues, or workflow bottlenecks.

List for each data source where it originates, how often it updates, who can modify it, and which record takes precedence in case of conflicts. First run the connection using a sample that illustrates the issue to check if the same customer is being identified multiple times. If the basic field meanings remain inconsistent, generating more analytical text will likely not help colleagues take accurate action.

Compare current spending with integration and running costs

Save software costs, processing steps, and human hours used for the current task, then record preparation, migration, troubleshooting, and maintenance work for pilot additions. For costs that cannot be allocated separately, specify the scope and calculation method. Only when comparison points and observation periods match can the team identify exactly where cost changes occur.

HP's summary provided only a maximum estimated reduction of 40%, without offering cost lists or implementation timelines applicable to all enterprises. Your own records should retain the original accounting and estimation basis, distinguishing one-time integration costs from ongoing operational expenses; before the pilot concludes, do not present expected savings as already achieved results.

Have business colleagues actually use it once before deciding to expand.

Ask the colleague responsible for this task to use the integrated results according to their original work goals. See if they can identify the target audience and explain the selection criteria, then write back any subsequent feedback. When errors occur, trace them to specific fields and update the records. Only when business actions can be completed should you further discuss how this data foundation helps AI applications.

Check results with a fixed input

Compare a year of platform, compute, storage, connector, migration and maintenance-labour costs, separating one-time and recurring items. List new data or capabilities separately rather than subtracting totals with different scopes. HP invoices and implementation records were not obtained; this method cannot estimate its actual profit.