Lytics, the next generation customer data platform (CDP), announces an integration with Databricks that will enable brands to activate all of their single source of truth data in their Databricks Lakehouse using Lytics and Lytics Cloud Connect.

“Businesses create and collect huge amounts of valuable data and data models in Databricks Lakehouses that often remain disconnected and underutilized when driving the most effective campaigns,” said Jascha Kaykas-Wolff, President, Lytics. “In today’s economic climate, it’s more important than ever to get more ROI from your strategic investments. Lytics Cloud Connect easily connects your investments in Databricks to the ROI you deserve in your marketing campaigns.”

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By integrating Lytics Cloud Connect, a reverse ETL solution, with the Databricks Lakehouse, brands can take customer data straight from Databricks Data Lakehouse and use it to create highly specific segments in their existing ad networks. By eliminating silos, brands can gain better insights, and use those insights to improve ROI.The integration marks the fifth data source partner available for Cloud Connect.

“This release is a big step forward in our partnership with Databricks,” added Kaykas-Wolff “We plan to further expand the partnership in 2023 and to look at opportunities for us to work together on the customer acquisition front.”

Databricks is a centralized repository for storing structured and unstructured data at any scale. It provides a unified, open platform for marketing data, empowering data scientists, data engineers and data analysts with a simple, collaborative environment to run interactive and scheduled data analysis workloads.

An Aberdeen Research survey found that companies that use Data Lakes outperformed others by 9% in organic revenue growth. The companies identified, and acted upon, opportunities for business growth faster by attracting and retaining customers, boosting productivity, proactively maintaining devices, and making informed decisions.

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