惠普：基于CustomerLake构建AI就绪CDP
在 Data + AI Summit 2026 上，惠普营销技术与AI赋能全球数据战略与工程负责人 Luis Alonso 介绍了公司如何把数百个数据湖与数据仓库整合为少量受治理的 Databricks lakehouse，并在此基础上通过 Databricks CustomerLake 与 AI/BI Genie 开展营销激活。惠普估计，将 CDP 能力并入 CustomerLake 可使其 CDP 总拥有成本较此前的可组合 CDP 方案最多降低 40%，营销信号中有 90% 为新增来源，且首次使用 CustomerLake 的会话在两小时内即达到可构建受众的状态，而传统 CDP 可能需要两到三个月。上述数字均为惠普的估算与首次使用结果，由 Databricks 博客转述，未经独立验证。
该案例显示大型企业正把身份、语义定义与激活统一到同一个受治理的 lakehouse 上，让营销人员和 AI 智能体共享业务上下文，而不再依赖独立的 CDP，不过成本与速度收益仍属惠普自述估算。
At Data + AI Summit 2026,Luis Alonso, Global Head of Data Strategy & Engineering for MarTech & AI Enablement at HP, shared how the company is building an AI-ready go-to-market data foundation on Databricks.
HP has spent extensive time and effort unifying customer data and third-party signals in their Marketing Lakehouse, and now Genie and CustomerLake make that trusted context available to marketers making daily decisions about audiences, channels, and customer journeys.
HP’s early work highlights three ways this approach can reduce costs, expand available customer context, and accelerate activation:
- 40% lower CDP total cost of ownership: HP estimates that consolidating CDP capabilities with CustomerLake could reduce total cost of ownership by up to 40% compared to its former Composable CDP approach.
- 90% net-new marketing signals: HP expanded the data available for marketing with 90% net-new signals across media, brand, intent, and technographic sources.
- Audience-ready in two hours: In the first session of using CustomerLake, HP configured data models, published attributes, and became ready to build audiences — a process that could’ve taken 2-3 months with a traditional CDP.
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