Summit Live: Data Intelligence for Marketing

Summary

• Data centralization: Databricks Data Intelligence for Marketing centralizes all marketing and customer data in one place for faster insights.
• Customer 360 foundation: Combining customer data with marketing data creates a single source of truth enabling coordinated campaigns and unified customer views.
• Campaign optimization: With unified data, marketers can immediately optimize campaigns through media mix modeling, attribution analysis and performance insights.

Summit Live: Data Intelligence for Marketing

Maximize the value of your company’s marketing efforts with Data Intelligence for Marketing. Databricks provides seamless, out-of-the-box integration with your ecosystem, empowering every marketer with self-serve insights. And with AI-driven CDP, you get a complete view of customers and campaigns.

FAQs

What is Data Intelligence for Marketing?

Data Intelligence for Marketing is a solution that centralizes all marketing and customer data in one place within the Databricks Data and AI platform. It helps marketers get to faster decisions on insights and optimize their campaigns at speed with a unified data foundation.

What is customer 360 in this context?

Customer 360 is a complete view of each customer created by combining all customer data with all marketing data in one location. This unified view enables better personalization, targeted marketing and customer lifetime value optimization.

How can marketing teams support batch, streaming, and real-time use cases on one platform?

The Databricks Data and AI platform unifies batch analytics, streaming ingestion, and real-time personalization on a common data foundation. This video demonstrates how marketing teams eliminate data silos by consolidating customer data, campaign performance, and real-time behavior in one system for coordinated insights and activation.

How does the data lakehouse approach support marketing operations?

A marketing lakehouse on the Databricks Data and AI platform stores all customer and campaign data in open formats, enabling governed access for analytics, machine learning, and activation. Databricks demonstrates how this approach consolidates data from multiple sources and reduces time-to-insight for marketing teams compared to fragmented point solutions.

How can organizations govern customer data for marketing activation?

Implement governance through Unity Catalog with row-level and column-level access controls on the Databricks Data and AI platform. This ensures marketing teams access only approved customer segments and attributes while maintaining compliance with data privacy regulations. Databricks provides tools to track data lineage and manage customer consent preferences across all activation channels.

Full transcript

Marketing. So if you're into marketing, get ready. This is going to go deep and this is going to be awesome. So big announcements, tell us data intelligence for marketing. What is it? Yeah, it's it's a it's a huge announcement. So what that means is we can now help marketers to uh centralize all the data, all the marketing and customer data in one place. That helps them to get to faster decisions on insights and you know that helps them optimize their campaigns pretty fast.
That's amazing. I love this. I wanted to know you know you've been building this you've been working with customers right do we as data bricks kind of put our money where our mouth is do we use these tools ourselves absolutely that's where we started like if you if you look back um 18 months we started uh building our own lakehouse on on marketing uh marketing lakehouse on databics platform so what we have done is we have um uh let me let me take a step back so the problems that we had our data was totally fragmented Right.
Um we had many different sources of truth. We had hundreds of dashboards. So it was very confusing for our marketers to uh you know rely on a single source of truth. So what we have done is we have pulled all the data from marketing uh into one single place. Um and that's our lakehouse. Um and we started building uh we started following the Medelian architecture of building you know inest all the data in the bronze layer. um do the um you know apply all the business rules and transformation in silver layer and then create business ready products u so you can you know not only um push those results to dashboards but we can also use those to activate across different platforms that's exciting I know so many people watching probably feel the pain point of what you just brought up you know silo data no single source of truth that's roughed out so uh do you have any questions specifically about the data intelligence for marketing?
Yeah, so uh I love the announcement. It's a whole new persona. Um you know there's marketing use cases everything from customer 360 uh campaign management. Uh what what are some other use cases that you've been seeing? Uh it's um you know it's customers 360 the starting point. So you're going to get all the data in one single place. So you can combine your customer data with your marketing data. Uh that's your customer 360.
Then you have all the campaign management you know your media mix modeling your uh attribution all those things happen inside the campaign management. Um then finally you have your activation. So once you do that how do you get these optimize these campaigns and activate extra across different platforms. That's the third layer. So you uh in from a data perspective you ingest you transform then you activate. That's great.
I've worked with uh one of my other many lives with Neielson and IRI marketing analytics price promotion you know out of stock optimization but yeah customer 360 and you know it was you know very manual of humans running like regression analysis taking and sizing the data but now you can use data bricks to automate a lot of that 100% yeah and the you you got to start with unifying the data so that's where lakehouse comes into your picture.
So first do that then all your use cases you can build on top of that. It's going to be really modular and really scalable way of doing things. Yeah, we would have like an 8 to 12 week like cycle customer requests insights. How how is our campaign doing? And it would be 2 to 3 months later the campaign was either over or partway through and it's hard to adjust midship. So again two three months and now we were talking what five minutes you can get those insights totally.
So whole game time to activate an audience. Yeah. It used to be months now what are we talking days? minutes. Well it's going to be days not minutes. So seconds. Uh because it's still going to be a lot of like I said there's going to be real time data. There's going to be data that's going to be not so real time um as well. It's going to Okay. So, so one thing is just for a minute we're going to toss to a video here.
Yeah. I'm super excited to be here in the data bricks uh summit. I'm looking for the announcements on the new products and features on the platform and also the recent partnership with SAP. I'm excited about the new solutions offerings on AI. We do a lot of work on Maake AI and you know very excited about taking a lot of our joint solutions to our clients and to the market. learning about the apps. So, I've got some interesting use cases that are very manual in Excel and I'm excited to learn, you know, smarter ways of going about, you know, getting my inputs into my database and putting that into the hands of, you know, some less technical folk to be able to, you know, do what I need them to do with uh with my with my database.
It's been great. It's a platform we love working with and seeing all these people that actually build those tiny pieces of what you use every day and their passion for it. It's been a great experience so far. Super excited to be here. Yesterday had an amazing hackathon that show us only the beginning of how public web data is a huge part of future AI agents. Happy to connect and find more partners and customers and have a good time.
Well, we were super excited to show you that video, but now we're back and I'm super excited to see exactly what this looks like for us in real time. Can you maybe put some pictures to this so it's not just words? Totally I can uh show the slide. So if you look at what you're seeing is what we have created for air bricks. So this is how our marketing data looks like. So like I said we followed the medallion architecture.
So we have the bronze layer where we have consolidated all our um first party and third party data and we used a combination of um you know third party tools and APIs custom APIs to build that. Once that is done we move the data to silver layer. That's where all the magic happens you know you apply all the business rule the cleansing enrichment um identity resolution all those happens in silver layer once that is done then we move that to gold which is our final data products that business can use for insights and reporting not just that this can also go into genie rooms so now business users can actually interact with uh data sets by natural language um and also these data sets can be used to activate your um campaigns and audiences on uh CDP.
So that's what uh we have built um uh for our marketing in database and CDP is huge. It's huge. Incredible. Big opportunity. Yeah. Great. So and of that uh so many customers using both marketing use cases but then the whole data intelligence for marketing. One of my favorites uh not me, my wife used to be an EVP at Publasis. one of my favorite customers and they uh they have like a 50% increase in their campaign revenue for their clients.
Like that's a huge uh huge gain and they're doing a lot more. That's just like one example. Are they databicks customer? Yeah. Yeah. And what are some customers that either of you uh have seen with marketing? Well, I talked to many of the customers today. They wanting to do this. A lot of them getting mobbed by all the marketing teams. We had we had a we had a session yesterday and after that so many people walked up and asked us okay how do you do this because marketing data is not always clean right so you need a um a place you can ingest everything unify everything and what other platform can do it better than data bricks platform so you know um it's incredible you know I focus specifically on the gaming vertical I'm in video games and so my life I think very verticalized what I love about the marketing initiative is how horizontal it Every company has a marketing team.
Every company needs to unify their marketing data 100%. Yeah. Is that a story that you're hearing a lot like, you know, we're in this industry, but maybe we haven't been spending enough or focusing enough on marketing. Yeah. It's and a lot of the work that uh is done by these agencies for the companies, right? So now everybody wants to have control over the data. So they want to move the data back in so they can, you know, utilize it faster.
You can get insights faster. Um, so that's what all companies are asking. How do we build this on data bricks? That's exciting. I I'm just looking at your shirt, your uh data bricks marketing, which is perfect, but we need to make a new swag that says composable CDP on data bricks. That would be like the ultimate swag. Totally. And I I know like Grammarly like emails, customizable emails is like one of the dreams of marketing and they usually do like AB testing.
Uh but now imagine you could do hyperpersonalized emails and but you know Grammarly does what uh 5 billion emails per year and crazy. But now like it used to take an extreme amount of effort. Now with data bricks with uh the leveraging gen AI you could do like a fully launched campaign in just a couple of days or weeks. Yeah totally. And you know one thing I forgot to mention and uh this is important. So Genie has been a game changer for us.
So we have yes you know um six to seven genie rooms already used by different marketing teams to get answers to their questions. So that's incredible. I think you know fast forward maybe 6 months from now it's going to be Genie first and then dashboard. Yes. Now it's dashboards and then you go to Genie. It's going to it's going to be reversed soon. It's going to reverse. Well, you heard it here first, folks. And a lot of it's merging together.
You have a dashboard and you could ask like pull up the assistant to the side and say, "What does this graph tell me?" And then having like AI functions in SQL for example or in the applications. So you could do predictive scoring of every record like what's the propensity or what's the churn for each of your you know five million customers and then do a dashboard on that rank the highest uh likely to churn or upsell or or to convert or whatever.
Yeah. From the dashboard but then you can talk to your dashboard you could talk to your data and the AI data bricks app it's going to happen soon. Yeah. I'm excited. The future is now. Do you do you talk to marketing professionals about Genie? Are they like so excited about it? They are. I mean, we our CMO is super excited. So, he's all the he's he's our power user on on on uh Genie. Um and yes, our adoption has been really good.
Uh so, we have you know more than 100 marketers using Genie. Uh we have thousands of questions being asked already. So, it's it's it's an amazing adoption pattern we are seeing with Genie. And we had on earlier, you know, with our data platform, you know, talking about how we use it ourselves and that was like one of the best examples. Yeah. Rick Schultz, CMO, he um he us but everyone in marketing uses it. You have non-technical and technical people, but you could just talk to your data.
You're a CMO uh in any company and uh you could just ask questions what campaigns are doing well and uh since we've been using it ourselves, we're in the shoes of customers. They provide us feedback and it gets easier and easier. Everything everything starts with unifying the data. So that's where all this has to start. If your genie has to work, you got to get the data ready. You got to unify them and make sure that it's ready for Genie and then it's easy.
I feel like that's a theme of today. We keep hearing from people like data intelligence is really data unification. Like unless you're joining everything together under the hood like Exactly. Yeah. Exactly. So you I mean as an example you still have your individual dashboards and like you said you can use Genie to know something about that data but that doesn't tell you anything about data outside of that dashboard but if you want a fully integrated customer 360 view then you have to first unify all your data together in lakehouse follow the medallion architecture get data to a clean state then you can build any number of applications you need that's wonderful when you talk to customers are they understanding this paradigm of the medallion architect ure is that something that you're having to do some education?
No, no. All customers are aware of Medelan architecture. So, they know but when it comes to marketing context, everybody's struggling like how do we get to Medelian because the data is so different. It is it's not a one-izefits-all. Exactly. So, you have so many systems and in marketing systems come and goes. You got to make sure that you know you're not exactly to get the new data. But yeah, you have to be agile and you got to be modular and you got to be compliant with all the security governance and because of everything is in UC.
It's so easy to govern all this data if you have everything in lake house. Yeah, Unity catalog really makes that easy. It is. It is. I feel like I'm just saying this but you know when I started using it as a security person I was absolutely blown away by how simple it makes those things. Yeah. Absolutely perfect. Yeah. So we have like 2 minutes left but big audience you've excited so many of them like what what can they do like how can they get started is there any uh next steps call to action um or something we can download well we don't um I think that there are accelerators out there but I think the accelerators are mostly towards the activation side like your media mix modeling attribution and whatnot um what we recommend is like you know you try lighthouse you know if you don't have the instance go and download and start playing with it.
But if you're already on data bricks, start unifying your data, you know, get your um medallion architecture ready. Get your data into bronze layer and start applying business rules and make sure that you are ready for the next uh wave which which is building all your agents and genie rooms and whatnot. That's perfect. And it might seem daunting, but we're here to help. Best practices, right? Everything your team has learned.
I'm sure you can share, tell them pitfalls, things to avoid. Well, I think um like I said the marketing data is so different. Um you need uh to have the end state in mind when you start building. So you have to know your use cases. You know your goals and then start building the business rules in the silver layer. I see. Uh but you cannot just move data from one layer to the next without thinking what is it I want to achieve at the end.
So the end goal is really important for this. So you're going to have to be very deeply strategic exactly on this. Yes. Wonderful. Great. Okay. Well, my last question and feel free to add um is like you know your role like just basically being launched we had like this for the first time ever here at summit you know the marketing focus and forums and so on but like what what does your job and role look like now? Sorry, can you say that again?
Yeah. What what's like what what are you going to be doing dayto-day? What's what's your role now that this finally launched? Um well I'm going to be I'm going to be building on what we already built, right? We got to so so many announcements today. Um we got to start you know using all those agents and and apply on more use cases that we we just started. This is our foundation. So we have to build a lot of capabilities on top of this foundation.
That's what we're going to focus on um from now on. Well, I can't wait for next year. We'll have you back and you'll have built some even cooler things. 100%. I'm super excited. It's going to be incredible. Yeah. Well, super excited to have you here. super excited for data bricks uh making it even more of a entree into marketing for CMOs and anyone in the marketing and part of the data intelligence for all theme. Thank you.
Thank you for coming. Thank you. Thank you so much. All right, so now we're going to toss to in the breakout room.

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