New Marketing Data Integration Platform Provides Specific Customer Data
AUSTIN – December 3, 2015 – Harte Hanks (NYSE: HHS), a leader in customer
relationships, experiences and interaction-led marketing, today announced the
launch of Data RefinerySM – a Hadoop-based platform as a service (PaaS)
solution that compiles, validates and enriches customer data from disparate
sources to provide marketers with a clear view of customer behavior and
Harte Hanks is introducing Data Refinery to answer the ‘Big Data’ question of
how organizations can harness and manage the ever-expanding volume of
customer data. Data Refinery sorts and manages large volumes of data across
multiple sources in near real time, creating application-specific customer profiles
based on the most accurate and timely data available. Data Refinery’s flexible
data ingestion and preparation allow for on-demand analysis and modeling,
enabling the creation of more personalized, relevant content based on near real-time
feedback, increasing sales pipeline velocity and MROI.
While marketing intelligence has been a boon to brands in the digital age, many
companies now face increasing challenges on how to best manage, utilize and
capitalize on the breadth and depth of data available to turn it into actionable
insights. Data Refinery can help enable better, more efficient marketing decisions
and segmentation to significantly improve campaign performance. Gaining insight from consumer behavior is more available and accurate than ever before,
but harnessing the disparate sources and types of data to create this picture can
be confusing, time consuming and costly.
“Today’s marketer has an incredible amount of data on consumers,” said Frank
Grillo, CMO, Harte Hanks. “The volume can be overwhelming. Brands simply
can’t keep up. Think of marketing data as a jigsaw puzzle in millions of pieces. In
order to determine what the consumer is thinking, you have to solve the puzzle –
and the clock is ticking faster than you can put the pieces together. Data Refinery
solves the puzzle for you – instantaneously.”
In order to turn Big Data into big business results, marketers must increasingly
find ways to compile unrelated data elements, both structured or unstructured.
Data Refinery helps determine and select only the most valuable data elements.
The result is smarter, more personal and more connected customer interactions.
Data Refinery is available now. To learn more about Data Refinery, please visit