Hewlett-Packard Company (HP) is one of the world's leading technology companies. Shortly after HP completed its merger with Compaq in 2002, a new first Chief Marketing Officer (CMO) was appointed, later taking on the additional role of executive vice president of HP's Customer Solutions Group. One of his first priorities as CMO was to use systems and analytics to determine their marketing spend and how they could optimize it, with the goal of honing marketing to be a true long-term contributor to HP's success. To achieve this goal, HP looked to Oracle's Siebel Customer Relationship Management (CRM) applications to help it improve its understanding of customers in the wake of the Compaq merger and enhance its ability to manage marketing efficiently and effectively.
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