Unlocking Next-Gen Customer Experiences with Data Intelligence for Marketing

Today we’re announcing the launch of Data Intelligence for Marketing, combining the Databricks Data Intelligence Platform with out-of-the-box integrations to an ecosystem of leading marketing solution providers. Here, teams can bring customer and campaign data together in real-time, allowing all marketers to self-serve insights and develop more relevant and efficient campaigns at scale. Already deployed in global brands as the data and AI foundation for their broader martech stack, Data Intelligence for Marketing helps organizations further break down silos and give every marketer a complete, real-time view of their customers and campaigns, making it easier to access insights, personalize experiences, and run more effective marketing — all from a single, unified platform. 

This launch comes at a critical time for marketers, who often struggle to get a complete view of their customers and campaigns because their data is scattered across different systems. And while many are eager to harness the power of AI, success remains out of reach without unified, accurate data. These changes are creating strong demand for better ways of connecting with customers quickly and personally. Data Intelligence for Marketing helps organizations meet customer expectations faster by making it easier for anyone to access insights, run smarter campaigns, and do more with their resources using AI and trusted marketing partners.

Why Databricks is the best foundation for marketing data:

• All your marketing data, connected. Get a complete view of your customers and campaigns to improve segmentation, personalization, and conversion.
• Insights for everyone. With built-in AI that reasons on your customer and campaign data, and understands the semantics of your business, empower every marketer — not just technical teams — with tools to explore and act on data in real time.
• Greater efficiency. Marketers can adopt AI quickly to run more effective campaigns, using real-time, accurate data to power recommendations, triggers, and automation they can trust.

“We’re launching Data Intelligence for Marketing to ensure every marketer, regardless of technical background, can get the data they need to make smarter decisions faster and run relevant, efficient campaigns. By unifying customer and campaign data and using AI to reason on that data, this platform enables real-time, conversational analytics for marketers.  This empowers marketers to make financially impactful decisions faster and drive more effective and efficient campaigns. It’s what marketers need to compete in today’s data-driven era.”

— Rick Schultz, Chief Marketing Officer at Databricks

Let’s talk about why this matters for marketing organizations.

The Northstar for Marketing

At Databricks, we often hear our customers talking about the following priorities; Help me drive personalization at scale, deliver smarter campaigns that yield bigger results, empower my non-technical users with self-serve access to data and insights, and help me scale the limited resources I have using AI. As a result, we see a common set of challenges teams have in aspiring to achieve these outcomes.

• Compromised brand & customer experiences: Inadequate identity resolution results in fragmented customer interactions, leading to a disjointed customer experience (CX).
• Long lead times for new campaigns: With data and consent fragmented across an organization, long lead times are needed to execute new campaigns effectively.
• Difficulty scaling self-service: Self-service audience segmentation and insights are often difficult to scale due to managing governance in multiple places.
• AI initiatives remain in experimentation: When organizations struggle to put AI into production, this hinders marketing teams from streamlining execution, optimizing performance, and driving personalized engagement with efficiency.

One example that illustrates how the Data Intelligence Platform addresses these challenges is around customer data platforms, or CDPs. In recent years, the market has rallied around the need to unify customer data, and have moved quickly to invest in implementing scalable customer data infrastructures that can deliver on their many needs. Empowered by the rise of the modern data stack, Composable Customer Data Platforms have become an integral part of the solution, enabling companies to harness the data in their Lakehouse directly in their preferred marketing tools, with no data movement. But where you deploy your Composable CDP matters.

Build your Composable CDP on Databricks

Through Databricks, marketing teams of all sizes can maximize the investment of their favorite martech tool to achieve more impactful, dynamic outcomes. For example, marketing engineers can efficiently collect, unify, and govern marketing data, ensuring a robust foundation for analytics. Marketing scientists benefit from advanced machine learning and AI capabilities for tasks like customer modeling (e.g., propensity scoring, lifetime value, churn), media mix modeling, and generative AI applications. Marketing analysts gain access to an industry-leading and intuitive SQL interface to run analytics, create and schedule data pipelines using SQL alone, and build dashboards directly within Databricks or through external tools like Tableau and Power BI. And marketing executives are equipped with business-friendly features such as natural language querying (via Genie Spaces) and the ability to create or consume AI-enhanced dashboards for strategic decision-making using AI/BI.

“Integrating the ActionIQ Customer Data Platform with the Databricks Platform has empowered our marketers with data and analytics, enhancing their ability to engage customers and achieve higher customer lifetime value.”

— Manish Agarwal, Vice President of Data, Analytics and Insights, Skechers

All of these capabilities are seamlessly integrated into the broader marketing ecosystem. With Delta Sharing, warehouse-native solutions can be deployed in under an hour, enabling rapid data access and collaboration. Additionally, Unity Catalog ensures that existing governance policies are automatically extended to these marketer-friendly tools, providing consistent and secure data management across the platform.

Composable CDPs have many benefits, including helping you build upon your existing data platform investments, future-proofing your martech stack to evolve as new capabilities come online, accelerating the time it takes to realize value and return on investment, and providing teams greater control over data privacy and security.

“We’re syncing millions of records directly to SFMC every single day to orchestrate personalized journeys for the 65+ million members in our loyalty program. We’re powering thousands of audiences and over four billion emails every year, and that’s not even factoring in what we do across other channels.”

— Tino Tomasone, Sr. Manager, Database & Audience Management at PetSmart

Bring your marketing ecosystem to Databricks

The Data Intelligence Platform seamlessly integrates with an expansive martech ecosystem out-of-the-box. This extensive network ensures that marketers can leverage their preferred tools while benefiting from the power of unified, actionable customer data. Let’s dig into a few of these incredible technologies and how, along with Databricks, they help marketing teams scale impact.

Adobe
With Adobe, brands can deliver end-to-end personalization at scale through the powerful combination of actionable customer profiles, real-time insights, scaled content activation, and powerful journey orchestration to continuously optimize experiences across every channel. Together, Adobe and Databricks have integrated to deliver a unique and powerful approach of using federated enterprise data to curate audiences and high-value attributes, combined with a system optimized for in-the-moment cross-channel engagement. Adobe Experience Platform provides capabilities for deeper integration with Databricks and support for zero copy and bidirectional data sharing use cases. With Adobe and Databricks, joint customers can power enterprise data management to deliver impactful customer experiences that drive lasting value.

Learn more from our joint Adobe and Databricks blog

“At Adobe, our focus is to empower our customers to achieve personalization at scale by providing a natively connected value chain of data, journeys, and content. Together, Databricks and Adobe have co-developed seamless integrations that empower marketers with the unique flexibility to drive enterprise data management in Databricks while using Adobe to deliver both brand-initiated and in-the-moment customer experiences. Our mutual customers can now compose and harmonize data, profiles, and audiences for activation, journeys, and analysis, all while minimizing data movement and keeping privacy top of mind.”

— Ryan Fleisch, Senior Director, Product Marketing, Adobe

Amperity
Modern marketers are using AI to transform customer experience. By combining Amperity's Customer 360 with Databricks' powerful Data Intelligence Platform, marketers can leverage best-in-class AI technology to create truly personalized experiences at scale with simplicity and speed. Leveraging Delta Sharing, Databricks' open, industry-standard protocol, Customer 360 helps brands manage customer data more effectively, leading to a new era of data-driven marketing where insights are easily turned into strategies that boost engagement, loyalty, and revenue.

“Modern marketers are using AI to transform customer experience. By combining Amperity’s Customer 360 with Databricks’ Data Intelligence Platform, brands like GM are accelerating time to insight and personalizing at scale. With Delta Sharing, teams activate unified data across the stack, leading to measurable lifts in engagement, loyalty, and revenue.”

— Derek Slager, CTO at Amperity

Solution Accelerators: Quickstart - 30 Day Trial | Customer Acquisition & Retention Ratio (Leaky Bucket) | AI-Driven Personalization

Census
Census turns Databricks Data Intelligence Platform into a hub for business teams, so every team has access to the freshest and most trustworthy data. This partnership enables joint customers to unify, clean, and enhance in Databricks before activating that data in downstream tools. Further, customers can apply the power of AI to the data with Census’s advanced AI columns, enabling audience segmentation, intent scoring, data enrichment, and churn prevention. By connecting 200+ business applications with the Data Intelligence platform, customers can launch faster, generate more valuable insights, and reduce the ticketing burden on data teams.

Epsilon
Epsilon leverages the power of Identity and Data Enrichment, in combination with the Databricks Data Intelligence Platform, to deliver impactful client outcomes. By transforming raw consumer data into actionable insights, Epsilon enhances its data activation capabilities, empowering more effective marketing strategies. This partnership enables Epsilon to integrate vast amounts of customer information from multiple sources into a cohesive framework, ensuring targeted marketing efforts that drive higher engagement and conversion rates. Epsilon’s approach maximizes the value of technology investments by unlocking deeper consumer insights, understanding and delivering results at scale.

“Building on Databricks enables us to provide a powerful data management infrastructure to our clients so we can give them the best view of their customers to deliver real time, personalized experiences at scale that drive growth.”

— Dennis Self, President Data and Technology Solutions, Epsilon

Solution Accelerators: Epsilon CDP | Contact Complete | Marketing Foundations - Analytics | Marketing Foundations - Identity | Marketing Foundations - Activation

Hightouch
Hightouch enables marketers to access and activate any data in the Lakehouse across 250+ channels to target ad audiences, send personalized messages, and optimize conversions. Marketers can use the full scope of their customer data in Databricks to segment users, build cross-channel journeys, and create AI agents that autonomously determine the best actions to take for every customer at scale–without adding headcount or complexity. Unlike traditional or hybrid CDPs, Hightouch is purpose-built for Databricks, making it faster to implement, flexible enough to support every use case, and never stores data outside of your governed Data Intelligence Platform.

“The Databricks Data Intelligence Platform has everything marketers wish they had in their martech tools but don’t. It can affordably store all of the rich and complex data about their customers, handles huge volumes of data in real-time, and has a powerful AI/ML workbench. Marketers adopt all these strengths when they use a Composable CDP, like Hightouch, that integrates directly with Databricks.”

— Tejas Manohar, Co-Founder & Co-CEO at Hightouch

Solution Accelerators: Build a Composable CDP on Databricks

OneTrust
With over 14,000 customers, OneTrust is the industry leader in privacy, consent, & preference management. Together, OneTrust and Databricks empower organizations to unlock the full value of their data with confidence and control. The integrated solution empowers marketing teams to seamlessly collect, label, and enforce customer data policies for effective data governance across any environment—ensuring privacy, compliance, and transparency at every step. OneTrust enables teams to streamline risk management and enable data use for AI innovation while maintaining trust in their data.

Salesforce
Salesforce and Databricks provide marketing integration for enterprise scale by combining identity resolution and customer profile unification, advanced segmentation, real-time intelligence, and trusted cross-channel activation. Marketers can harness the full breadth of customer data in Databricks – including behavioral, predictive, and unstructured signals – and apply sophisticated data science and machine learning via the Salesforce Bring Your Own Model (BYOM) solution accelerator to create enriched audience segments. These segments are activated in Salesforce Data Cloud and Salesforce Marketing Cloud to trigger personalized journeys and tailored outreach across email, mobile, and social channels. With native support for Zero Copy, bi-directional data sharing, deep integration with the Salesforce Platform, and data grounding for Salesforce’s Agentforce, teams can activate insights instantly and create custom agentic experiences – without duplicating data or compromising governance. Salesforce Data Cloud is purpose-built to activate your existing data investments in Databricks into personalized, AI-driven customer engagement at scale.

Learn more about Databricks as a launch partner in the Salesforce Zero Copy Partner Network, and how FedEx is increasing international shipping with Salesforce Data Cloud, Marketing Cloud, and Databricks.

Solution Accelerators: Salesforce Data Cloud Bring Your Own Model

Snowplow
Snowplow’s customer data infrastructure enables organizations to capture a comprehensive set of behavioral data and make it available directly in Databricks in real-time. With a composable, cloud-native architecture, Snowplow allows marketing and data teams to build a durable customer data foundation in their lakehouse for advanced analytics, personalization, attribution, and AI-driven experiences—without the latency, poor data quality, or lock-in of packaged SaaS tools. Joint customers like Burberry and Supercell use Snowplow + Databricks to power Customer 360s, real-time journey analytics, and dynamic customer engagement at scale.

Solution Accelerators: Snowplow Behavioral Data: Personalizing with Propensity Scoring

Tealium
Tealium, the intelligent real-time data streaming platform, is now built on Databricks, empowering marketers with enhanced, real-time data collection and activation capabilities. The integration with Databricks creates a seamless, bi-directional data flow that enables marketing teams to leverage AI-driven insights for more personalized and effective customer experiences.

“Tealium’s partnership with Databricks is a game-changer for marketers seeking to unlock the full potential of their data. Together, we’re putting real-time, unified customer and prospect data at the heart of advanced analytics and AI,” said Jeff Lunsford, CEO of Tealium. “This collaboration gives businesses the speed, precision, and compliance they need to build hyper-personalized strategies at scale. Unlike static audience tools, Tealium’s real-time data streaming combined with Databricks’ powerful intelligence platform enables marketers to act in the moment-driving smarter engagement and measurable outcomes in today’s dynamic environment.”

— Jeff Lunsford, CEO of Tealium.

Uniphore
Uniphore accelerates growth for enterprise brands by helping them deliver meaningful customer experiences securely — anywhere in the customer journey. Its unique composable architecture helps marketers activate data securely from the data warehouse to build audiences, resolve identities, and orchestrate experiences. Uniphore partners with leading brands across media and entertainment, retail and consumer goods, financial services, B2B, technology, travel and hospitality, and more.

Solution Accelerators: CDP | Audience Center | Journey Orchestration | Acquisition and Identification

Ecosystem of Purpose-Built Marketing Solutions

Databricks consulting partners are also driving value with the Data Intelligence Platform by delivering pre-built solutions on the lakehouse architecture, tailor-made for marketing teams.

Celebal Technologies
Powered by the Databricks Data Intelligence Platform, Celebal Technologies’ Konverto delivers secure, scalable, and enterprise-ready Generative AI solutions for marketing. Konverto utilizes Databricks model-serving and managed MLflow to seamlessly integrate foundation or fine-tuned LLMs, providing businesses with customized AI solutions with AI workflows, multiple AI agents and no code - low code deployment.

Deloitte
At Deloitte, we empower marketing organizations to thrive in a data-driven world by combining our deep industry expertise with Databricks’ advanced Lakehouse platform. Together, we help marketers unify fragmented customer data, harness AI-driven insights, and deploy scalable, composable Customer Data Platforms (CDPs) that integrate seamlessly into existing martech ecosystems. Our approach focuses on delivering personalized customer experiences, optimizing campaign performance, and driving measurable business outcomes. With tailored solutions addressing challenges like privacy regulations and signal loss, we enable marketing teams to unlock the full potential of their data.

“Our collaboration with Databricks enables us to provide clients with a robust, AI-powered marketing intelligence solution. Combining Deloitte’s deep industry and technology experience with AI, data, and marketing accelerators, together, we are establishing a new standard for data-driven and results-focused marketing innovation.”

— David Geisinger, Managing Director & Head of Marketing Technology & Operations at Deloitte Digital, Deloitte Consulting LLP

LatentView
LatentView MARKEE is an intelligence-augmented performance marketing platform built on Databricks, tailored to your data and organizational culture. It leverages agent-driven workflows to provide precise campaign recommendations, transform concepts into ready-to-use creatives, launch campaigns with a single click, and monitor cross-channel campaign performance in real-time, all while incorporating past campaign data and preserving your brand’s unique identity.

Solution: MARKEE
Blog: MARKEE: AI-Driven Performance Marketing

Lovelytics
Lovelytics partners with Databricks to help marketing organizations unlock the full potential of their data by using data and AI to improve campaign effectiveness, audience engagement, and revenue growth. With deep expertise in Customer Data Platforms (CDPs), customer insights, and real-time campaign analytics, Lovelytics enables marketing teams to better understand, engage, and monetize their audiences. From optimizing campaign performance to enhancing pipeline visibility, we provide the tools and insights marketers need to move quickly and efficiently. Our demand forecasting accelerator supports smarter planning, acquisition and retention, offer management, media optimization, and pricing—empowering teams to activate insights across the marketing lifecycle.

Slalom
Slalom collaborates with Databricks to empower marketing organizations to tackle today’s challenges—like fragmented data, privacy regulations, and evolving customer expectations—with clarity and confidence. By pairing Databricks’ scalable Lakehouse platform with Slalom’s expertise in marketing transformation, we help businesses unify customer data, unlock AI-driven insights, and deploy composable Customer Data Platforms (CDPs) that seamlessly integrate into existing martech ecosystems. Guided by a human-centered approach, we craft tailored strategies that drive personalization at scale, optimize campaigns in real time, and deliver measurable outcomes. At Slalom, we don’t just implement solutions—we partner with our clients to future-proof their marketing strategies, fostering innovation and efficiency while creating meaningful connections with customers.

Tredence
Realizing ROI from marketing requires navigating complex data and organizational challenges with an integrated, strategic approach. Tredence’s ATOM.AI accelerators built on Databricks help meet these demands through a cohesive, three-pronged framework: first, with pre-built industry-specific customer and marketing data model that delivers comprehensive intelligence required for marketers in planning, execution and measurement phases; then, with an advanced AI/ML and Gen AI toolbox that delivers decisioning capabilities required for marketers to execute targeted and highly-effective marketing touchpoints. Finally, through a composable MarTech/AdTech approach to execute, measure and optimize cross-channel marketing initiatives at scale. Together, these accelerators deliver results 50% faster than custom solutions. Another example result is deploying offsite audience execution via Composable CDP for a leading membership retailer in just 8 weeks.

Real-World Impact: Customer Success Stories

Already powering some of the biggest global brands, let’s talk about a few of the marketing teams unlocking value building their composable CDP on Databricks:

• Skechers uses ActionIQ with Databricks to personalize customer journeys to boost lifetime value, seeing a 324% increase in click-through rates, 68% decrease in cost-per-click and 28% increase in return on ad spend.
• PetSmart leveraged Hightouch on Databricks to orchestrate personalized journeys for over 70 million loyalty members, syncing millions of records daily and powering over four billion personalized emails annually.
• HP tapped ActionIQ to help reduce audience building time from 5+ hours to 1-2 hours, accelerating campaign deployment from two weeks to just a couple of hours.
• Burberry used Snowplow to achieve a 99% reduction in data latency and extended cookie lifespan from 7 days to 12 months, enhancing personalized customer experiences.
• SEGA Europe uses Databricks to make data more actionable with self-serve productivity, driving 10x faster time-to-insight with AI/BI Genie.
• HSBC built a real-time personalization engine, resulting in a 4.5x improvement in mobile app engagement.
• Publicis Groupe leveraged the platform to develop predictive models, delivering a 45% increase in campaign revenue for a major CPG client.
• Acxiom uses Databricks to empower marketers with next-gen customer intelligence, helping improve time-to-market of actionable customer insights by 30%, while reducing operational costs by more than 15%.
• Pandora simplified the adoption of marketing AI to better deliver shopping experiences for their customers, seeing an 80% growth in email marketing engagements as a result of personalization, as well as a 50% increase in click-to-open rates across 65M personalized emails.

We are thrilled to announce the Data Intelligence Platform for Marketing, empowering teams to build future-proof martech that adapts to your evolving needs—delivering faster insights, deeper customer understanding, and measurable outcomes for today and the challenges of tomorrow.

Are you ready to transform your marketing strategy with the power of data intelligence? Join us on May 21st for an exclusive Data Intelligence for Marketing webinar on Marketing Dive, where we'll explore how our platform can revolutionize your customer engagement and drive measurable business impact.