Customer analytics is crucial across industries, and integrating unconventional data sources such as web-centric data with traditional data warehouse information can enhance insights through advanced analytics like geospatial and sentiment analysis. A new partnership between HP Vertica and CouchBase aims to provide comprehensive data lifecycle analytics, combining CouchBase's ability to handle unstructured data in JSON format with HP Vertica’s scalable, SQL-based database for structured data. This collaboration offers a robust environment for merging traditional data warehouse capabilities with modern data structures, supporting predictive analytics, and custom logic development. Use cases span retail, online and mobile platforms, and financial services, with applications in loyalty programs, clickstream analysis, and customer lifetime value assessment. CouchBase and HP Vertica can scale to accommodate large volumes of big data, making them suitable for extensive customer analytics needs.