The partnership between Iterable and Databricks provides enterprise brands with a real-time marketing activation engine, enabling them to deliver personalized, cross-channel experiences without data duplication or martech complexity.
SAN FRANCISCO--(BUSINESS WIRE)--#Iterable--Iterable, the AI customer engagement platform, today announced two major milestones in its partnership with Databricks: the achievement of official Validated Partner status in the Databricks Partner Program, and its role as a launch partner for Databricks CustomerLake — a new agentic Customer Data Platform (CDP).
Together, these milestones mark a new chapter in how enterprise brands activate customer data. Iterable and Databricks now offer a fully integrated, lakehouse-native path from unified customer intelligence to real-time, personalized engagement — without the latency, cost, or complexity of traditional data duplication.
A Validated Partnership Built on Data Sync
Iterable earned Validated Partner status following the launch of Iterable Data Sync, a native, fully managed service that enables brands to continuously export Iterable-enriched customer engagement data — opens, clicks, conversions, and behavioral signals — back into Databricks. Paired with Smart Ingest, which brings governed Lakehouse data directly into Iterable, the result is a closed-loop integration that bridges the gap between data storage and marketing action.
With more than 130 joint customers, this enhanced partnership unlocks immediate potential for these mutual customers to maximize the ROI of their data stack by turning deep data insights into immediate marketing action.
Better Together: The Joint Value Proposition
The Iterable and Databricks partnership gives enterprise brands four tightly integrated capabilities across the full data-to-engagement lifecycle:
- Lakehouse-Native Composability: Activate Golden Record data directly from Databricks CustomerLake, or the Lakehouse, via Smart Ingest and Data Sync — no complex pipelines, no stale data.
- Real-Time Data Velocity: When data changes in the Lakehouse, it triggers personalized messages across channels in seconds, not days — bypassing the engineering tax of manual syncs.
- Closed-Loop AI and Analytics: Feed Iterable engagement signals back into Databricks to continuously enrich ML models, propensity scores, and BI dashboards.
- Operational Efficiency at Scale: Marketing teams self-serve data activation without writing SQL or waiting on engineering, reducing campaign deployment from weeks to hours.
"Becoming a Databricks Validated Partner and joining as a CustomerLake launch partner are milestones that reflect years of deep product investment and a shared belief that customer data should power engagement in real time," said Kelly Ann Bauer, VP Global Partner Ecosystem at Iterable. "Enterprises no longer have to choose between data fidelity and marketing speed. With Databricks and Iterable, the intelligence lives where the data already lives — and activation happens in real time."
Iterable as the Activation Layer for Databricks CustomerLake
CustomerLake introduces the Agentic CDP category, an embedded, AI-native model that allows marketing and data teams to use AI agents directly within Databricks to unify customer data and automate campaigns without duplicating sensitive data.
Together, Databricks CustomerLake and Iterable help marketers deliver the next generation of personalized customer experiences. CustomerLake provides the agentic intelligence layer — unifying customer profiles, segmenting audiences, and powering real-time decisioning — while Iterable brings that intelligence to life through orchestrated journeys, personalized messages, and engagement across the channels where customers actually live.
"Our customers are asking for simple and scalable ways to combine and activate otherwise siloed customer data into personalized, intelligent experiences alongside the myriad of tools they already use," said Stephen Orban, SVP Product Partnerships and Ecosystem at Databricks. "Databricks has always been built on openness and customer choice, and partners have a significant opportunity to integrate directly with CustomerLake to meet customers where their data and agents already live and deliver the next generation of marketing solutions on a unified foundation."
To learn more about Iterable's partnership with Databricks, visit our website.
About Iterable
Iterable is the AI customer engagement platform built for enterprise scale, loved by teams, and trusted by global brands like Priceline, Fabletics, Blockchain, and Box. It transforms data into action, powering intelligent, personalized experiences across every channel to drive measurable growth. Iterable gives teams the speed to move, the governance to stay in control, and the flexibility to continuously optimize performance at scale. With Iterable, customer engagement isn't just a tactic — it's a growth engine. Learn more at www.iterable.com.
Contacts
Media Contact:
Lauren Kopulsky
press@iterable.com