 In Barcelona, Spain for theCUBE, SiliconANGLE, and Mookie Bonds, exclusive coverage of HP Discover 2013. In Europe, I'm John Furrier, the founder of SiliconANGLE. And I'm joined by two great guests here, Chris Thielen, VP of Marketing at Vertica. CUBE alumni, welcome back, Chris. Great to have you back. Always a pleasure, John, you're welcome. And Gabriel D. Piazza, the VP of Marketing for HP Autonomy. Welcome to theCUBE. Thanks, thanks for having me. Don't worry about the sound, they can't hear it. It sounds like the Hunger Games. They can't hear it, there's a little overhead speaker here. Guys, let's talk about big data in application for digital marketing. So I'm going to start with Chris. I'm going to do a little pause here so we can hear each other, we have a little loud speaker problem here. Be good to hear the question, it helps. Yeah, I'll give you an answer anyway. Okay, okay, can you read my, okay, so Chris, Chris, big data is changing the game on terms of applications. We're seeing that obviously with consumer marketing and consumer applications, but the focus here is around value for customers. And at the end of the day, revenue is always the conversation we see here. Cloud, better economics, consolidation of the data center, get it better economics, big data grade, asking new questions, finding answers, doing it in real time. At the end of the day, it's about revenue, increasing the top line value of customers. And one of the tactics is marketing. So we're going to talk about digital marketing. So Chris, tell us a little bit about the HP digital marketing vision, and then we can get into some of the conversation. Well, I mean, anything that's about marketing is fundamentally going to get top management's attention in most organizations these days, right? And when you're talking about marketing, you're of course talking about growing the customer base and also making the customer base more satisfied and of course making them more inclined to buy your products and services. There's so much customer information and customer data out there these days. It comes from our traditional enterprise CRM systems, which is, as you know, that's kind of my background. And that's still growing, but all of these new forms of data now are growing just explosively, whether it's web data, social data, clickstream data, and just, it all plays a role in us helping our organization, whatever organization we're in, whatever business we're in, even if we're not a business, do a better job taking care of our customers, figure out ways that we can build a stronger relationship with them, increasing the lifetime value. And when you can talk that talk, then that's very much our vision. It's all about customer data and leveraging customer data and monetizing customer data. Fundamentally, like I said, that gets upper management's attention and regardless of what kind of economy you're in. The humanization of big data is about also marketing, so we have Gabriel here from autonomy. Tell us also about your vision and then let's get into it, because what we have here is kind of a match between the Haven demo live here on theCUBE, we got big data vertical storage in just making sense of the day manipulation and then also making sense of analytics of it and insights and reporting, so tell us your vision. Yeah, sure, well, digital marketing also had a big evolution from rule-based and cold-based all the way to machine learning these days, as Chris just said, there's all sort of data, clickstream and so forth, but demographic data, psychographics data, social media, preferences and so on. So the point is how do you actually help customers convert, not just the attraction and the engagement, but it's the actual conversion. One of the data we always use is for, typically for every 92 dollars spent in customer acquisition, only one dollar is spent on customer conversion. What we like to do is to actually help our customers increase conversion rates, which is fairly low around the industry these days and few percentage points can actually, are valued many, many millions of dollars. So what are we doing? We're basically applying different techniques, now that we are a part of HP together with Vertica, it's part of autonomy. So big data technologies to analyze all sorts of different data and apply basically sophisticated analytics to derive customer behavior and start to anticipate what is basically the next best action to drive conversions. Chris, I remember prior to you joining at HP we've had many conversations in the past about enterprise 2.0, we've talked about all this collaboration software, business software, now we're at a point now where we're realizing it's a lot of real value and real tangible products hitting the market with big data, using unstructured data, using structured data, all with kind of this querying engine. You guys are powering that with Vertica. I got to get your opinion on this. As people start looking at marketing, I want you to talk about the trend of personalization because at the end of the day, what's happening is, some are calling it omni-channel marketing, multi-channel marketing, infinity-level marketing, you can go down, slice and dice down to, this guy wears black shoes, loafers, mail, 34, I mean the level of targeting is fantastic. To the point where the user experience of marketing for customers is to basically get to the persona of one where you can actually know an individual. So please share with us your take on kind of that road that we're going down. One, do you agree with it? Two, what does it look like? And kind of where we come from and what inning are we in? How early is it? Is it just a tip of the iceberg? Share us your thoughts on that. Well, I think you're right and it's funny. I was just in another conversation where somebody was saying, a lot of these things become real when we stop talking about them. So you don't actually hear as much about personalization and one-to-one marketing, which were like 90s terms back then because they were new and cool. And now we really are at a point in time where there's no excuse for an organization not to be able to deliver to their customer on a very individualized basis. But there's so many other things. We just talked about all of the different forms of data and all of the different things customers are doing. In the 90s they weren't tweeting and then in the 90s we didn't have the ability to track their activity on the web as closely as we could, although that was certainly part of personalization. But then the other thing is the time factor. I think what companies are realizing now and organizations are realizing now is that customer relationships aren't static. So we really need to look at them longitudinally over a length of time and we really need to look at the present but also historically in the future. We need to be able to model. So it's above and beyond. It's not just what has the customer done and what has the customer bought because those shoes I might have bought might have been a gift for my father, for all they know, right? You really don't know these things. But how has the relationship evolved over time and in a lot more sophisticated sense in that how is it going to be able to evolve in the future? So you really need to be really, really sophisticated about the use of data because just being able to personalize and one-to-one deliver these days anymore, that's not enough. The bar has raised significantly and won't continue to go up. Gabriel, we talked with Robert, the GM of Autonomy this morning and we were talking about the same thing and that's a good point. You might not know the shoes. So there's a lot of historical perspective. So then you got to get into crunching the numbers. You got to have the reporting. You got to be able to show the insights and I want to ask you a specific question. He made a comment, what you want to give him credit on is that, and this is to Chris's point, in the older models in the 90s, people knew about business data. We had business data. We know record structure, structure data, name, address, serial number, all that good stuff. But now you've got machine data and you've got human data, right? Adding new elements to the equation. So this is your wheelhouse. This is your company's, your department's division, your division's vision. So tell us about that. So how does that affect the machine data and also the human data and add to Chris's comment about the business aspect? I think one of the key things in reality there's way too much data out there. So machine data, you need to extract from all sorts of different, you know, elements or probes and so forth. So in human data is the one which is way more difficult to interpret. I believe our perspective here is that if you look at the combination of the assets that we have in the company, both from the autonomy side, from a human perspective and vertical from a machine data perspective, combining the two in the heaven architecture brings tons of value. Let me add something to what Chris said. You know, building that personalized offer is a key aspect. Let me go a little bit further. How do you actually find a context where somebody is actually looking for something in these specific moments? So the real-time aspect is sometimes what's missing. It's not just about delivering the insight. It's already very valuable. But then how do you deliver an action in a fraction of a second after that insight? How do you position a product across all different channels, web, mobile, social, eventually contact center, you know, email campaigns. Okay, so let's take it to another direction. So Chris said no excuses for a business not to be instrumenting all aspects of their value chain and value activities. Because you can now. So we've got the technology. So let's just make a premise right now that with Haven and with Autonomy and Vertica, I can attest to this and following you guys. You could do that. You can ingest the data on any source, machine, business, human, whatever that is, if they're throwing off data, they can collect it and you guys can report on it. So let's put that on the table as a fact. So if you believe that that can happen, let's talk about what's next. What does the customer need to understand? Because remember, you guys, and like we have the CrowdSpots CrowdShot app and what you guys have, you know, we're at the, I believe the early stages of this. So there are early adopters, which you guys are working with. And I want to talk about what they're doing with you guys and how can you translate what they're doing to you guys to the rest of the market that follows those leaders over the chasm. What should people be aware of? What should they be doing? What are some of the experiences you guys share? We'll start with Chris. If you can just share your experience with early adopters and what should the folks who are looking to cross the chasm look to do steps, advice, et cetera. Well, it's interesting because you talked about early adopters, but I actually think we are crossing the chasm now with big data and just for those who don't know the terminology, you know, we're kind of getting past the early adopter point and what customers want to know more than anything is who's being successful with this. You know, as you get into more of a mainstream market, this is when the market really explodes. I mean, the two biggest announcements we made at HP Vertica at this event were both about customers. We announced Vertica 7 back on November 19th and we certainly talked about Vertica 7. We're talking about our marketplace. So we're talking about our technology, but it was the announcement of the Conservation International Earth Insights project that Vertica was very much at the core of. And then also, obviously, as we just announced through George Kedifus keynote, you know, the fact that Facebook is now using Vertica. So it's really about customers and what are customers doing to be successful? I mean, if you listen to Meg Whitman's keynotes, this is what she talks about, being customer focused, making customers successful because customers beget other customers and customers want to see best practices. They want to see who, obviously they don't want it to be their direct competitor, but they want to see who's succeeding out there and be able to learn from them. So you need to get above and beyond just technology and just big data and really show success stories. So I think that's probably one of the biggest things. Okay, so do you think that the digital marketing folks are beyond early adopters at this point? I do, yeah, I do. So what stage would you give them now and what are some of the things that is the next step and highlight to instrument a business end to end, what should people be thinking about from a digital marketing standpoint? Well, I think it's becoming a mainstream market. I think it's becoming a mainstream market as we speak. Marketo in public, right? Yeah, you've got the marketing automation market has done tremendously well. I know autonomy partners with a lot of the marketing automation leadership. I mean, you see the creative things. You watched 60 Minutes a week ago, what's everybody talking about, right? Amazon raising the bar again and delivering drones and whenever you believe that drones are going to blacken the skies over San Francisco, nonetheless, there's a lot of cool stuff. Don't drink and drone, I shut out Facebook. Talk about personalized delivery, right? So you have your own drone delivering a package to your door. That's the shoes I was going to get you for Christmas, John, they're coming via drones. So, but you know, again, I think that just being able to market personally and independently. Yeah, people kind of get that now. They might not be able to fully do it, but they realize now, if I can't fully do it, I'm going to be hurting and I want to see what the leaders are doing. I really want to see. That's why like the Facebook announced what was so exciting for us. It's certainly exciting and it's a competitive advantage. So, Gabriel, why don't you go a little bit further on the digital marketing front because that's your wheelhouse. What is the digital marketing playbook right now relative to this crossing the chasm, half of all of them are crossed over? It's still an emerging massively scalable market because Facebook is a great example. They are the new modern era company and more people want to do things like that. So what's your thing? No, it's emerging. I think the status, though, is that digital marketing, as Chris said, I agree. I think it crossed the chasm. I think the point now is it doesn't stop there. It's a learning process. You need to start consolidating more and more information and learning by your customers, learning about how you actually optimize that interaction. What we see coming from some of the recent announcements, Voden, Energy, Alpline, and so forth, is that customers are starting to create a return on marketing, a return investment from the 3%, 4%, 5% to the 18%, 19%, 20%. And these changes allow them thinking about how to invest in digital marketing technologies. We also see a very interesting dynamic happening. The roles that many companies are hiring right now, which are basically data scientists or chief digital officers, marketing scientists, which are people which are very specific in understanding, in finding that understanding from the data they have, this just didn't happen before. So that tells us that people are investing in resources. I'm reading the HP autonomy website here. It says, the future of digital marketing is here. Nice graphics. Oh, it's a good job to see the graphics up there, visualizations, and we haven't gotten that yet. And then the tagline, turn big data into insight and action. So the question for both of you to start with Gabriel is, what is the coolest thing you've seen from a customer implementation of turning big data into insight and action? The coolest, knock you off your chair. Wow. What I can say the coolest one is some of the work, for example, we're doing with NASCAR, real time they understand the sentiments of people at races, they understand which kind of drivers are, you know, the people want to talk about, and they immediately change their presence on the website to attract and appeal to their users. It's amazing how they don't just gather information about brand, but they take an immediate action to engage them and to potentially upsell them on different services. So if one car side swipes another car and pushes them off the track, they know that fan basically can be pretty pissed off, right? Show them a little bit different copy, so basically change the copy of the content on the fly. Or they understand that there's just been an accident recently, unfortunately that happened, and how to actually start directing people to the right place in the truck. It's something that people hasn't even thought about it before. Chris, how about you? I know you've got it probably. Well, we've seen a bunch, you know, and I'm actually even doing a panel tomorrow morning where we've got a bunch of our customers talking about how they're doing customer analytics and customer analytics and big data how that comes together. And we've got Game Show Network, which is owned by Sony. We've got a customer out of the Netherlands called Skill Games. Got somebody from Capgemini on the panel. So we got a lot of cool customer stories. You know, I still revert back even though it was almost a year ago because it's so unusual too. I mean, if you remember the story of the Obama campaign, you know, basically, I mean, that's sort of a lot of wins, right? On a macro, micro level and just some of the stuff that they did around the, you know, the volunteers walking around house to house with iPhones and iPads basically telling me when I go up and knock on Mr. Furrier's door and ask for his vote what issues to talk about, what not to talk about and how to micro target, you know, and again, this sort of factors into the kinds of things that we're talking about now. It's really getting very, very targeted with our messages, very, very, it was part of today's keynote. You know, where should we be, where should we be putting our message out? What should we be saying? Who should we be saying it to? And doing that all on a very, very individualized basis and also, how do we respond? So, I mean, you know, we're seeing these stories every day. Some of the newest ones, of course, we can't quite talk about yet but we're seeing them all over the place. Well, certainly, Facebook for you guys was a fantastic, fantastic reference for the folks. Facebook was unveiled, for the folks coming on from California, West Coast and the U.S. We're coming on board right now on theCUBE. So, the numbers increase. Vertica, George Kadeev of HP Software announced Vertica's marquee client that came up on stage, unveiled with Facebook. Huge win and it's not a small implementation. It's massive, massive implementation and it just goes to show that the world's changing. Coming to that scale, moving to Vertica. So, congratulations. So, my final question I want to ask you guys, both, we'll start with Chris. What is the biggest thing you think is going to change going forward in digital marketing, big data digital marketing or data-driven marketing? And the next year or so that's around the corner, you see just coming right up. People are crossing the chasm, setting up shop, doing some things, testing things and kicking the tires, rolling out projects. What do you expect to see for changes and big things? You know, I mean, I tend to think change is evolutionary, not revolutionary. I think we're going to see a continuation of a lot of what we have seen already. I think kind of a very personalized message delivery and I mean we all know about everything going on with mobile devices these days and how the form factors are changing of how people get information and shop for products and services and such. But I think, you know, what you're going to really see is you're going to see the leaders not just adopt and this is very consistent with HP's pillars. You know, the pillars of what we call and you heard Meg talk about the new style of IT. You know, we talk about mobile and social and big data but I think the mobile factor in particular is going to be huge, huge one where you're going to see a lot more a lot more cool stuff happening, you know, on a personalized level but really just delivered in my pocket. That's a combination of machine and human data right here. Just the mobile edge. Well, and it's really, it's big data but it's also very, very real time because it hits me right then, right now in my pocket, you know, and that's really what best in class marketers are going to be focused on. I mean, some of them already are and expect to see a lot more of that. Gabriel, what do you think? For me, it would be the move or transition from batch to real time. We just came out of US after Black Friday, Cyber Monday, you need to capture the attention and convert customers on a fraction of a second. You cannot do that if your data is two weeks old or if you're going to receive your data by your campaign in three months. It just doesn't happen. So we will see progressively companies starting to act in real time and that will basically help them, you know, to basically capture conversions based on data-driven aspects. Awesome stuff, guys. We really appreciate that it's coming on theCUBE. Chris, Gabriel, appreciate it. Just to give you guys a final word. The show here, described to the folks here who didn't make it to the show what the vibe's like and put a bumper sticker on the car that's leaving Barcelona as it drives away. What summarize HP Discover 2013 here in Barcelona? Put the bumper sticker on the car. Chris, we'll start with you because you're on the end, let's move down. Well, I mean, I love it here. It's a beautiful place. I was going to say, you know, something that basically says, I'll be back or I can't wait to get back here, right? I still have some Christmas shopping to do before I leave town. So, but, you know, not quite leaving yet, but I actually have two sessions to do tomorrow as a matter of fact, but can't wait to get back here. So see you next year. Something like that would work well for me. Yes, and for me, I'm Italian, so we have particular back food, but I have to tell you this is the, you know, best city, best food in the world. So I think it's combining the fantastic show with a great, you know, atmosphere. It's one of the best things. It's great city, certainly it's beautiful. I want to get your tips on the restaurants for tonight and tomorrow while I'm on the same visit. Guys, appreciate it. Big data, digital marketing. It is a data-driven world, instrument in your business, great stuff. Haven, Vertica, Autonomy. You guys are doing great work, congratulations. This is theCUBE, we'll be right back streaming our open source data video right after this short break.