Databricks has launched Data Intelligence for Marketing, a new solution designed to address marketers’ growing need for unified customer and campaign data. The platform integrates real-time data and AI capabilities to help marketing teams improve campaign relevance and operational efficiency.
The offering builds on the Databricks Data Intelligence Platform, providing out-of-the-box integrations with major marketing technology tools. It is already in use by global brands such as Skechers, HSBC and Adobe, supporting functions from customer segmentation to campaign automation.
According to Rick Schultz, Chief Marketing Officer at Databricks, the platform aims to remove barriers marketers face due to fragmented data. “By unifying customer and campaign data and using AI to reason on that data, this platform enables real-time, conversational analytics for marketers,” he said. “This empowers marketers to make financially impactful decisions faster and drive more effective and efficient campaigns.”
The solution supports marketing teams in connecting siloed data systems, enabling real-time insights and AI-powered actions. Marketers can run campaigns with personalised content and automation, without needing technical expertise.
Customer examples highlight its impact:
Skechers achieved a 324% increase in click-through rates and a 28% increase in return on ad spend by integrating ActionIQ with Databricks.
PetSmart used Hightouch to manage journeys for over 65 million loyalty members, powering more than four billion personalised emails annually.
Acxiom reported a 30% improvement in time-to-market for customer insights and over 15% reduction in operational costs.
The platform also features partnerships with providers such as Adobe, Amperity, Braze, Salesforce, and Tealium, as well as consultancies including Deloitte, Slalom, and Tredence.
Databricks’ emphasis on open standards ensures compatibility with existing systems, while compliance with global privacy regulations such as GDPR and CCPA is maintained.