From data chaos to AI-driven growth

Databricks Marketing Transformation

Databricks embarked on a journey toward a “marketing lakehouse,” a unified marketing data foundation that utilizes AI for better decision-making while prioritizing privacy and data governance.

Our journey started with Unity Catalog, which enhanced data integration and AI/BI reporting. This has empowered our AI-driven analytics assistant, affectionately dubbed “Marge” internally, to uncover valuable campaign insights and enable omnichannel automation.

By adopting the medallion architecture and structuring data into Bronze, Silver and Gold access layers, we optimized our marketing data search and action capabilities. This foundation serves as our team’s reliable source of truth, breaking down data silos and promoting collaboration between marketing and sales teams — opening up exciting new opportunities!

See some of the transformation outcomes:

• Empowering marketers with self-serve analytics
• Campaign intelligence drives revenue impact
• Omnichannel activation with a composable CDP
• AI-powered automation