构建数据与AI驱动的营销组织

Introduction......................................................................................................................................................................3The North Star of Marketing...........................................................................................................................................4The Databricks Advantage.............................................................................................................................................5Starting with Composable Customer Data Platforms (CDPs)...............................................................................7Real-World Success Stories..........................................................................................................................................12Building Databricks Marketing, On Databricks........................................................................................................14Getting Started................................................................................................................................................................16About Databricks.............................................................................................................................................................17 Contents Today’s marketing landscape is evolving quickly in light of AI, new privacy regulations, and changing consumerexpectations. In response, modern marketers must find new ways of building brand awareness, establishingmarket differentiation, and fostering customer loyalty. All too often, marketers are held back by rigid systemsand fragmented data and have to make a tradeoff between privacy and personalization. These changes aredriving broader industry demand for new approaches to data and AI that are tailor-made for marketers. Introduction Over the past five years,customer acquisition costs have risen by 60%, privacy regulations like GDPR andCCPA have tightened, and fragmented customer data has slowed marketers ability to personalize customerjourneys and access real-time analytics. These issues are compounded by shrinking marketing budgets(down from 11% of company revenue in 2020 to 7.7% in 2024), increasing competition, and eroding brandloyalty—1 in 3 customers leave after a single bad experience. In this eBook, we’re going to dive into how modern organizations are supercharging marketing effortswith Data Intelligence for Marketing. Already deployed with marketing teams in leading global brands, Data Intelligence for Marketing gives datateams purpose-built tools to collect and unify data, build models and conduct analytics, while marketingteams can empower every individual with self-serve insights and AI-agents that drive more relevant andefficient campaigns at scale. Let’s jump in. The North Starof Marketing At Databricks, we often hear our customers talking about the following priorities; Help me drive personalizationat scale, deliver smarter campaigns with bigger results, empower non-technical users with self-serve accessto data and insights, and scale the limited resources I have using AI. We also see a common set of challengesteams have in aspiring to achieve these outcomes. ■Compromised brand & customer experiences:Inadequate identity resolution results in fragmentedcustomer interactions, leading to a disjointed customer experience (CX). ■Long lead times for new campaigns:With data and consent fragmented across an organization, longlead times are needed to execute new campaigns effectively.■Difficulty scaling self-service:Self-service audience segmentation and insights are often difficult toscale due to managing governance in multiple places.■AI initiatives remain in experimentation:When organizations struggle to put AI into production, thishinders marketing teams from streamlining execution, optimizing performance, and driving personalizedengagement with efficiency. This is exactly what Databricks sets out to solve with marketing organizations. Already deployed with marketingteams in leading global brands, Data Intelligence for Marketing gives data teams purpose built tools to collectand unify data, build models and conduct analytics, while marketing teams can empower every marketer withself-serve insights and AI-agents that drive more relevant and efficient campaigns at scale. The DatabricksAdvantage Based on a unified data platform, Databricks delivers unmatched flexibility, scalability, and cost efficiency.We leverage an open Lakehouse architecture to unify first-party, second- and third-party data, which helpseliminate redundant infrastructure, reduces total cost of ownership, and accelerates time-to-value byintegrating seamlessly with existing data ecosystems. Moreover, real-time data processing is a core capabilityof the Data Intelligence Platform, empowering teams to make AI-driven decisions faster while maintainingrobust privacy and governance frameworks. By combining these features