Manufacturing Case Study: Hewlett Packard


Having earned a position among the top 10 Fortune 500 companies, Hewlett Packard remains a world leading technology company. It offers major product lines which include personal computing devices, enterprise and industry standard servers, related storage devices, networking products, software products and a diverse range of printers and other imaging products.


A pioneer in PC technology, HP aimed at exploring and improving the growth potential of their upcoming products. To reach their goal, HP required conducting a survey from IT heads across a spectrum of industries.


Targeting high-level contacts in IT departments from various industries required a concerted and thorough approach. An initial meeting was conducted where objectives of the survey, a target market and various complexities surrounding the process were mapped out. FrescoData and Hewlett Packard worked together to identify the correct business intelligence strategies.

Proper segmentation of the identified decision makers was conducted to better understand the characteristics and objectives required by Hewlett Packard in conducting the market survey.

After an accurate profile was agreed upon, a campaign date was set and FrescoData a sophisticated engagement score model for the actual survey. The data and strategy laid out during the initial part of the survey was then set to use during the campaign conducted by Hewlett Packard. Hewlett Packard and FrescoData then broadcasted a highly targeted email campaign using Fresco Data’s email marketing platform making the process fast and measurable.


Response analysis reports revealed an overwhelming response to the survey. The strategic perspective supplied by survey answers helped Hewlett Packard by providing insights and feedback on a future product line. Hewlett Packard’s top management used the information gained to tailor its products, sales and marketing plans in order to better appeal to its customers. Ultimately it enabled Hewlett Packard to use business intelligence insights gained from the feedback to learn new facts that would shape the future of the technology industry.