Acquisition Marketing
Audience Segmentation
Customer 360
Identity
Journey Orchestration
See how Databricks partners with Uniphore CDP to turn your customer data into real-time personalization, predictive campaigns, and high-performance marketing — with AI that runs from the lake to your customer.
Marketers are ready for AI.
They’re ready to personalize at scale, optimize spend, run campaigns that react in real time, and save time with process automation.
But here’s the reality:
AI can’t deliver if marketing can’t access it.
The good news? You likely already have the data, and the AI.
The challenge? You don’t have the activation layer to make it all work — yet.
It’s time to finally turn predictions into personalization, insights into action, and machine learning into measurable ROI.
With a Composable Customer Data Platform (CDP) layered on top of Databricks, marketers get access to real-time insights and intelligence — no engineering bottlenecks.
In this blog post, you’ll explore how to:
- Bridge the gap between your AI investments and real-time customer experiences
- Turn your data stack into a campaign engine — without starting from scratch
- Use Databricks and Uniphore CDP to activate personalization, predictive targeting, and faster campaign launches
- See how brands like Skechers and HP are already doing it
The Real Gap Between AI Ambition and Marketing Reality
If your organization is investing in AI, you’ve probably heard the pitch: smarter segmentation, predictive personalization, campaign efficiency.
But if you’re like most marketing teams, here’s what you’re actually seeing:
- Models that are built, but not used in campaigns
- Segments that take weeks to get
- Channels that still run on exports and batch jobs
- Customer journeys that feel more like checklists than conversations
You’re not falling behind because you lack technology. You’re stuck because your data stack and your campaign stack aren’t connected.
Databricks Partners with Uniphore CDP: The Fix for AI That Feels Stuck
Databricks is one of the most powerful platforms in the world for building AI-driven customer intelligence—a powerful platform that unifies data, analytics, and machine learning in a scalable environment.
And when paired with Uniphore’s composable CDP, it becomes a full-funnel engine for personalized marketing — without the complexity.
That’s why Uniphore was so excited to be included in the Databricks Data Intelligence for Marketing, which you can explore more here.
Whether you’re a Databricks customer or exploring your next-gen architecture, this combo gives you the ability to:
- Unify your customer data across systems in real time
- Activate AI outputs (like churn risk or predicted value) in live campaigns
- Trigger personalization across any channel—email, web, ads, push
- Put marketers in control with an easy-to-use interface
- Scale with governance, performance, and flexibility
In other words: AI that’s built for business, data that’s ready to launch, and marketing that moves at the speed of your customer.
With AI-driven assistants, predictive modeling, and automation, marketing teams can:
- Build smarter audiences and campaigns
- Launch faster
- Optimize spend
- Boost ROI —without waiting on another data request or pipeline refresh.
What You Can Do With It: AI Use Cases That Drive Growth
At the end of the day, this isn’t just about data models, architecture diagrams or the next DeepSeek — it’s about delivering real value to your customers and driving real impact for your business.
Databricks partners with Uniphore’s composable CDP so marketing teams can finally act on insights in real time — improving experiences, increasing conversion, and accelerating revenue.
Here’s how:
Predictive Churn Campaigns
Run churn models in Databricks. Feed those scores into your CDP. Trigger re-engagement offers, outreach, or incentives before the customer walks away.
High-Value Prospect Targeting
Model customer lifetime value (CLV) in Databricks. Use those scores to prioritize spend on high-fit lookalikes in paid media or email.
Personalized Product Recommendations
Use real-time behavioral and historical data to train recommendation models. Feed the outputs into personalized content, subject lines, or offers.
Propensity-Based Journeys
Use “likelihood to convert,” “likelihood to upgrade,” or “likelihood to lapse” signals to trigger tailored journeys across email, SMS, and in-app.
Dynamic Offer Optimization
Test different discount types based on purchase history, cart value, or margin thresholds—using AI to find what drives the best conversion without killing your ROI.
Multi-Touch Attribution Intelligence
Use Databricks for attribution modeling, then tie performance insights back to your audience strategy and optimize creative by customer segment.
Next-Best-Action Orchestration
Blend AI scores with real-time behavior (abandonments, chat interactions, mobile signals) to automate the next step in the customer journey—automatically and in-channel.
Composable by Design: Built to Work With Your Stack, Not Replace It
Databricks partners with Uniphore CDP to enables a composable architecture for marketing technology, allowing teams to:
- Integrate best-of-breed tools like Uniphore CDP seamlessly
- Scale capabilities as needed—without vendor lock-in
- Adapt quickly to changing market conditions or team needs
- Maximize value from existing data and cloud infrastructure
You’re not buying another monolith. You’re activating what you already have.
Real Brands, Real Results: Skechers and HP
Skechers: Personalization That Runs
Skechers used Databricks to unify customer data across retail, e-commerce, and service — then layered on Uniphore’s composable CDP to deliver AI-driven campaigns at scale.
Results:
- 324% increase in click-through rate
- 68% reduction in cost per click
- 28% lift in return on ad spend
“Once our customer data was in one place, we needed a way to actually use it. That’s where ActionIQ [now Uniphore CDP] on Databricks came in.”
— Todd Harrison, SVP Digital Marketing, Skechers
- 400M records processed in seconds
- Campaigns launched in 2 hours, not 2 weeks
- Federated query pushdown = no data duplication, no pipeline delays
“We stopped spending all our time moving data. Now, we’re moving the business.”
— Kumar Ram, Global Head of Marketing Data Sciences, HP
You can catch the full story here.
The Opportunity Ahead
You don’t need to choose between flexibility and speed, or between data control and campaign agility, or between building for scale and moving now.
Databricks partners with Uniphore’s Composable CDP to give you the foundation — open, powerful, and future-ready, with the activation layer — marketer-friendly, real-time, and AI-integrated.
Together, they unlock the full potential of your customer data, across every campaign, every channel, every team.
With a composable CDP:
- Models stay in the Data Intelligence Platform
- Campaigns run in your tools
- Everything works in real time
- And marketers get to do what they do best—move fast and get creative
AI Is Ready — Now Let Marketing Use It
If you’ve been waiting for AI to change the game for customer experience—this is your moment.
- You don’t need to rip and replace.
- You don’t need to wait for another roadmap.
- You just need to connect what you’ve already built—to the teams who are ready to use it.
Let’s turn your data stack into your AI-powered campaign stack—and finally deliver the kind of experiences your customers expect. Read more about the announcement here on Databricks Data Intelligence for Marketing here.
