Case Study

Case Study: HP Deploys A DMP To Harness Audience Data

Why Read This Report

Hewlett-Packard, a leading technology provider with a global footprint, saw an opportunity to significantly improve its digital marketing efforts by creating a universal framework for user-level data collection and usage. Read this case study to find out how HP partnered with its global media agency, Omnicom Media group (OMG) and deployed BlueKai’s data management platform (DMP) to help standardize and centralize the management of its data assets in the US and more effectively target and message to users onsite and off-site. Based on promising results to date, HP will expand the DMP implementation globally.

Data, Data Everywhere, and no actionable customer targeting in sight

Hewlett-Packard is a leading provider of technologies — from printers to computers — around the globe, with a presence in 170 countries. For such a global organization, coordinating digital marketing efforts can be a challenge: HP has thousands of marketers around the world — not to mention folks in groups like site operations, legal, privacy, and analytics with whom they interface — who were all in need of a standardized way to collect, segment, and utilize data while adhering to robust security protocols and privacy safeguards.

Challenge: Digital Marketing Was Hampered By a Lack of Actionable User Insight

HP’s Mabelle Artz, senior manager, digital marketing, is tasked with bringing new technologies and innovations to her digital marketing colleagues across HP to improve the effectiveness of their media investments. She knew that a better understanding of HP’s site visitors would be critical to improve both media and site-side performance across the organization. But she realized their current tools and internal processes — which were disjointed and inconsistent across HP (as seen in many large organizations) —  could be improved. Artz spoke to colleagues throughout HP to understand why data collection and usage (through the use of action tags, for example) was so fragmented and learned that:  

Birmingham City Council

Birmingham City Council is the largest local authority in the UK and the largest council in Europe.

The sustainability strategy for the city as a whole involves the council in scrutinising all of its own activities but also working in partnership with others to work towards sustainability.

Birmingham City Council is currently addressing the national sustainable agenda and is using KYOCERA multi-function devices to help reduce its carbon footprint, its paper consumption and the volume of consumables used in its printing equipment. They were also keen to reduce the amount of waste generated as there is a lack of landfill around the Birmingham area, highlighted in their sustainability policy. 


KYOCERA is one of four suppliers that supplies Birmingham City Council – the majority of the machines supplied being MFDs (multifunctional devices). The Council chose KYOCERA because of price and superior back-up service and support. In terms of MFDs, KYOCERA’s green credentials all ticked the right boxes.

Councillor Paul Tilsey, Deputy Leader of Birmingham City Council said: “Birmingham City Council has a wide array of printing machines all taking cartridges at a considerable expense. Since installing the KYOCERA multifunctional devices, we have not only saved in procurement, but also in running costs. The devices have also helped us in reducing our energy consumption so choosing KYOCERA was a win, win, win situation.” 

Clean Bill of Health for Kyocera Printers at South East London Shared Services Partnership

South East London Shared Services Partnership provides ICT services to Lambeth, Southwark and Lewisham GP practices. 70 GP practices use EMIS PCS Enterprise under one managed contract. South East London Shared Services Partnership Programme Manager Bruce Young explains how he has worked with Kyocera to ensure that its print network is always in peak condition…

In late 2003 SELSSP decided to look into improving the quality of its printer fleet to make it more efficient and reduce running costs: "We had suffered from reliability issues and needed to offer our users more robust and easy to use printers. The printers we had been using broke down frequently and used flimsy materials. We were aiming to cut down on the amount of support time we had to dedicate to resolving printer issues." Explains Bruce. A search of the internet led him to the Kyocera website, where he found details of the company's ECOSYS range of mono and colour laser printers. "The emphasis on reliability and low cost of ownership certainly resonated with what we wanted to achieve." Says Bruce. "We decided to evaluate the FS- 010 mono desktop printer for use in our 167 GP surgeries." 

Across Lewisham, Lambeth and Southwark PCTs surgeries use EMIS clinical systems software, so it was essential that the products selected were compatible: "At the time we tested, Kyocera printers weren't officially listed as compatible with EMIS," explains Bruce, "so we wanted to be certain that they could do the job before deploying them." 

Hewlett-Packard Case Study Creating 2,000+ brand advocates in two weeks with LinkedIn Recommendation Ads

Hewlett Packard’s social media team is responsible for accelerating the expansion of HP’s social capabilities globally to:

- Create advocacy for the HP brand, products, and services

- Generate strong engagement, sentiment, and conversation around HP products and services

- Support HP customers quickly and easily

- Drive leads, revenue, conversion, and cost savings

Larry Nelson, director of digital strategy at HP, says, “We were looking for new ways to use social media to engage our commercial clients when LinkedIn approached us with an opportunity called ‘Company Pages,’ which provides an HP-branded environment within the LinkedIn community. It’s essential for our content to be available anywhere, any time, in communities where our customers and prospects congregate.”

‘Company Page’ targets business professionals

HP launched its Company Page in November, 2010, along with LinkedIn’s new recommendation capability, which enables members to post recommendations of HP products and services. Each recommendation is automatically communicated to the recommender’s LinkedIn network, and also appears on the HP Company Page as a resource for those interested in community feedback on HP products and services. 


  • Engage commercial clients on LinkedIn
  • Encourage business professionals to recommend
  • HP products and services to their peers
  • Quickly build a critical mass of recommendations


  • Establish LinkedIn Company Page to engage professionals in a business context
  • Activate LinkedIn recommendation capability, inviting visitors to endorse HP products and services
  • Use LinkedIn Recommendation Ads to accelerate results

Customer Service Delivery in Local Government

The Challenge

Swale was providing customer services through several channels. People had to call a variety of numbers to make enquiries and access services. This frustrated customers and staff. Just as damagingly, it was at odds with government performance initiatives such as Best Value, the ODPM Priority Service Outcomes and the Gershon Review. 

Change was essential and the first step was to simplify customer access by implementing new customer service centre capabilities, based on Northgate’s customer relationship management (CRM solution and including business process management.

The Solution 

Swale worked with Kofax and the company's partner Northgate Information Solutions to integrate its front and back office systems and re-engineer a range of business processes. The result is streamlined service delivery, with extensive automation, providing better service at lower cost. Information is no longer paper-based, and customer requests are processed across departments and locations without loss of data integrity. People receive decisions more quickly, and the new processes are flexible to evolve easily with the council’s future needs.

With a single point of contact in place, the next step was to integrate this front office activity with back office delivery. Using Kofax TotalAgility, Swale could upgrade internal services by effectively integrating a number of existing Swale systems such as recruitment, expense administration, invoicing and corporate complaints. Everywhere, the key to efficiency was to replace disjointed, manual and paper-driven processes that required several hand- ffs between departments. Kofax TotalAgility integrated with Northgate’s CRM, accelerates processes, increases automation and accountability, and reveals process performance more clearly and quickly anticipated. 

Audi-Volkswagen Middle East Improves Procurement Control

Audi Volkswagen Middle East (AVME) is wholly-owned by AUDI AG. It provides marketing, sales and after sales support - including the procurement and distribution of car parts - for its partners in the region. The operation is based in Dubai and supports dealer operations in 12 states, including Saudi Arabia, the United Arab Emirates, Iraq, Yemen and the Levant. The aim of the operation is to ensure Audi is the major premium brand and Volkswagen the strongest mass-market brand in the Middle East.

The Situation

AVME imports Audi and Volkswagen vehicles, as well as parts, for its partners across the region. AVME had previously purchased a Business Process Management (BPM) system from a competitor of Kofax. Despite this, AVME decided to acquire a replacement system to achieve further improvements to its local purchasing system and to increase its quality and control of procurement.

The Challenge

AVME required a user-friendly, easy-to-use solution that did not require programming skills or high levels of technical expertise in-house. After a tender involving Kofax and five competitors, AVME chose Kofax to supply a Business Process Management system that would be used for local purchasing orders. The system would work with the existing Microsoft® and other systems, including SAP, and enhance the operating capacity of those legacy systems.

AVME desired for the solution to have as near as possible a ‘no coding’ requirement for the client and to be simple to install and operate. 

The solution also had to enhance the performance of existing IT systems, including SAP and Microsoft® systems. Systems were to be knitted together by staff without advanced IT programming skills or the need for intensive support from Kofax.  

Albert Screen Partners with EFI to Create Full-Service Offering


In 2007, Albert Screenprint saw increasing customer demand for a one-stop shop for entire promotional programs, including shorter run items. Dedicated to exceptional customer service and keeping up with the latest technology, Albert Screenprint began looking for a digital solution that could augment its screen printing and litho capabilities in a hybrid manufacturing model. This was to be the first of many digital acquisitions the company would make as its digital requirements continued to grow. 


After a thorough evaluation of product offerings in the market, Albert creenprint acquired its first digital superwide format printer in September of 2007, choosing the EFI™ VUTEk® QS3200. IT Manager Joe Presto says, “We found the QS3200 to be the best fit for our company, based on price, performance, and its hybrid roll-to-roll / direct-to-rigid capabilities. 

By December of 2009, more digital capacity was required, and Albert Screenprint chose to add EFI’s VUTEk GS3200. “This printer delivers even better quality than the QS3200,” he says, “and gave us significantly more capacity. We also liked the ability to achieve higher speed with its Fast-4™ capability—using the eight channels to print 4-color process twice as fast.” The extra capacity allowed the company to handle greater customer volumes yet remain a one-shift operation. 

At the time Albert Screenprint acquired the GS3200, the company also opted to utilize the EFI Fiery® XF RIP to provide even more color consistency, and for faster ripping of files.

EFI’s Affordable and Versatile Rastek H650 Helps Win Back Business for Sugar House Awning & Canvas

Sugar House recognized the need that their customers had for full-color printed banners, so in 2004 the company invested in a large- ormat solvent printer and began selling printed vinyl banners wholesale. With a rapidly growing business and expanding nationwide customer base, the company kept up with the evolving market and demand by adding more equipment and services each year.

In 2007 the company bought a used UV printer to expand their product line. Although the speed and resolution were not ideal, the used machine was affordable and would introduce them to a new market. Unfortunately, while the used UV printer worked well for some applications, most of their resellers were not satisfied with the print quality and would send their rigid printing needs elsewhere. When Sugar House did supply its customers with rigid signage, it meant printing to adhesive vinyl and mounting that to the rigid substrate.

“Our workaround was much more expensive and time consuming than just directly printing to the rigid substrate,” says Mike Peterson, large-format manager, “but we did it to just keep our customers from moving the work to other vendors.”

When it became clear that the UV printer wasn’t meeting Sugar House’s quality or speed needs, and the workaround wasn’t saving time or money, they began shopping for a new UV printer.

“In 2009 when we started looking at new machines, we found that the equipment that had the right speed and quality was too expensive, and that the equipment we could afford didn’t have the speed or quality,” explains Peterson. “Our solution was to just continue as we were — printing and mounting way too much.” 

Culver City Transit System CAD/AVL Warranty and Maintenance Helping a Small, Internal Staff Manage Big Technology


When officials from Culver City’s Transit System began searching for a CAD/AVL solution for its 52-bus fleet, they had one overriding concern. Would its small technical staff be able to handle a system of this size and magnitude? 

Unlike other, larger transit organizations, Culver City has no designated dispatchers. Each supervisor handles office work, field work, performance evaluations, accident investigations – and everything in between. They were already stretched thin as it was.

Although it is small, Culver City – located in West Los Angeles – serves a large ridership, carrying close to six million passengers a year. So, keeping the system they chose up and running was critical. 

“When we sent out the RFP, warranty and ongoing maintenance support was as crucial as the solution itself,” explained Art Ida, general manager, Transportation, for Culver City. “Although I had other great solutions to choose from, I went with Xerox Services because of its reputation for support. 

Round-the-Clock, Experienced Support That Goes Above and Beyond

Every CAD/AVL contract includes one year of warranty service and support. Clients can choose to continue with a paid, ongoing maintenance program after that time.

Real Talk With City of Colorado Springs

The Challenge

“We had over 1,200 devices throughout our agencies. There were 250 different models, multiple support contracts from different vendors and maintenance that was paid for on an as-needed basis. It was a very difficult environment for our IT shop to manage.”

The Solution

“We outsourced our print management to Xerox. We now have a centralized program and a dedicated Xerox person on staff, ensuring improved customer service and response times. Our new economies of scale have reduced our print output costs, as well as our paper and energy consumption. We’ve also been able to focus on delivering IT services. It’s been great working with Xerox.”

Real Results

  • Annual savings of $185,000 in ink and toner
  • Streamlined printing fleet from 1,200 devices to less than 200
  • Cut annual paper use by 1.7 million sheets
  • Reduced energy consumption
  • Freed the city’s IT department to focus on supporting users instead of printers


Subscribe to RSS - Case Study