In today’s digital-first landscape, customer engagement drives growth. Brands seek composable, AI-ready architectures that unify data, streamline marketing and unlock real-time personalization. LastPass, the global leader in identity and password management, needed to modernize their approach to customer connections. With millions of users and 100,000+ businesses relying on their platform, LastPass partnered with Databricks and Uniphore to transform their marketing data foundation and accelerate results.
Fragmented journeys and martech complexity slowed agility
Marketing teams must adapt quickly to changing customer behavior while driving efficiency and performance. Siloed, legacy martech systems can limit speed, precision and scalability. As a global identity leader, LastPass needed a more agile and cost-efficient marketing engine to stay competitive.
Like many enterprises, the team faced disjointed workflows across six systems, limited campaign insight, difficulty activating digital campaigns at scale and inefficient personalization. These challenges resulted in marketing spend that was hard to optimize, limited agility and wasted resources.
“With multiple systems and fragmented workflows, even straightforward marketing tasks became time-consuming. We couldn’t move as fast or personalize as deeply as the business needed. Bringing everything together has been transformative,” Tom Rampley, Head of Data at LastPass, said.
Databricks and Uniphore streamline customer engagement
LastPass unified audience activation by bringing customer data together with the Databricks Data Intelligence Platform and Uniphore’s CDP Agent. Web, CRM and behavioral signals are interconnected within Databricks, activated through Uniphore, creating a unified foundation for advanced segmentation, real-time engagement and performance optimization. The integrated approach delivered:
One data copy for IT and marketing
Faster time to value with Delta Sharing
Unified personalization at every touchpoint
Reduced complexity with a simplified marketing interface
“Bringing all our customer signals together in Databricks and Uniphore gave us unprecedented flexibility. Now, IT and marketing work from the same foundation, activate campaigns faster and personalize experiences across every touchpoint,” Tom shared.
With Databricks at the core, LastPass gained real-time analytics, governance and a scalable lakehouse foundation to support ML, AI and GenAI innovation. The system expanded seamlessly to support marketing automation and retail media networks, ensuring data quality and scalability.
Uniphore implementation enabled fast activation
Within six months of deploying Uniphore’s CDP Agent on Databricks, LastPass activated key use cases: audience targeting across paid channels, trialist reactivation and improved suppression lists.
Uniphore achieved high match rates across platforms, while Databricks facilitated accurate and ongoing behavior analysis. Steps included deploying CDP Agent, integrating with Databricks, leveraging Delta Sharing and enabling fast audience-driven campaigns.
Measurable impact accelerated growth
Business impact was immediate. A 90-day review showed:
66% reduction in paid social purchase cost per acquisition
50% reduction in trial cost per acquisition
11% increase in search conversion rate
17% decrease in cost-per-click for high-value audiences
20% reduction in low-intent login clicks from paid traffic
These results built on quick wins, such as a 15%+ reduction in customer acquisition cost (CAC) and faster abandoned cart recovery. “We’ve turned our data warehouse into a true customer 360 — and with Uniphore’s composable CDP, we can now activate that data across every touchpoint. Suppression alone drove immediate ROI, and it’s just the beginning,” Tom said.
Unifying data with Databricks and activating it through Uniphore’s CDP Agent established a scalable, data-driven marketing foundation. LastPass achieved cost efficiency through lower acquisition spend and improved engagement precision via better audience segmentation.
LastPass is now positioned for continuous growth and innovation, including usage-based personalization, anonymous retargeting and real-time prospect enrichment. By unifying data with Databricks and empowering marketers with Uniphore’s CDP Agent, LastPass unlocked speed, flexibility and measurable business impact.