HAVEn is one of the more curious launches at HP Discover this week, making a business of open frameworks, all in the name of boosting data analytics.  Broadcasting live from the event, theCUBE co-hosts Dave Vellante and Jeff Kelly spoke with Rafiq Mohammadi, GM, Marketing Optimization at HP Autonomy, about the HAVEn release, Autonomy and how it factors into marketing strategies and campaigns.  We also learn how analyzing Big Data can influence customer behavior.

Commenting on the HAVEn announcement, Mohammadi said it’s “exactly what it should be,” bringing together all the HP technologies that are available into one platform.

“HP has all the assets for a complex Big Data platform,” Mohammadi explained, talking about HAVEn and Vertica. “What Autonomy does is transform the HAVEn platform in solutions” that can be delivered to customers and help them understand the trends in their business.

Data is changing the CMO’s role

Jeff Kelley asked about the changing roles of CMOs and Mohammadi pointed out that the “changes are pretty dramatic.” Customers expect companies to know a lot about their preferences. “We allow CMOs to learn what those preferences are, monetize customer behavior, put out offers and campaigns that make material differences.”

Talking about the TV show Mad Men, Mohammadi said it highlights a period that was all about demographic segmentation. “These things are very elementary in understanding the human behavior.” Today, HP provides segmentation information that is extraordinarily actionable and goes far beyond demographics. “With the kind of human friendly information that Autonomy is understanding and the Big Data platform of Vertica, we can really make a difference” in campaign results.

“Suppose you spend half an hour on a website, doing searches and checking products, then call the company,” he explained. “If the agent has zero information on your preferences, that conversation has a very low IQ” and ends up annoying the customer. “It’s all about bringing these behaviors together, mining them,” and coming up with actionable offers for customers. HP solutions offer what Mohammadi referred to as “customer intimacy.”

Commenting on how Autonomy and HAVEn are delivered, Mohammadi said HP is “able to offer you all the packaged applications” to make them available as quickly as possible. But as the HAVEn platform grows, “you can further monetize it by adding more applications,” as it’s not a locked platform, but is based on open standards.

“What our technology does, it learns about consumer preferences, it learns how they behave, and it allows you to have a conversation” that allows customers to take action, influencing them to buy and increasing customer loyalty, Mohammadi said. “There is an enormous amount of data, but then how do you turn that data into actionable information,” where the data influences actions? That is where Autonomy factors in.

Commenting on the target market of Autonomy, Mohammadi said “B2B is just as important as B2C. Within B2B networks, they can quickly position in what correlations are, and reduce this massive amount of data.” As far as B2C is concerned, outside English speaking markets, “there are 70 million consumers on the other side in every language you can imagine. We allow customers to deliver messages and interactions in all those languages, learn from those interactions, and shape those interactions” to make sure their customers get the best out of them.

Watch the full interview here.