A national QSR brand had $500 million in annual orders from known customers, data across their loyalty program, online orders, mobile, messaging, and Google Analytics 4, and no unified foundation that made any of it usable for marketing. That is where Actable came in.
Building the Intelligence Factory on Databricks gave the brand a composable, client-owned architecture to unify their customer data, run predictive models, and connect intelligence directly to marketing activation. This is what that engagement produced.
What a Databricks Customer Data Platform Actually Delivers
A customer data platform built on Databricks-native infrastructure does what most standalone implementations cannot. It unifies customer data at scale, supports real-time scoring and activation, and keeps the data and models inside the brand’s own cloud environment.
By building on Databricks, Actable delivers a foundation the brand owns end to end. The data is theirs. The models are theirs. The outputs connect directly to the marketing stack without an additional data layer in between.
For the QSR, that meant integrating data across their loyalty program, online orders through their website and mobile app, MoEngage messaging data across email, SMS, and in-app interactions, and Google Analytics 4. All of it reconciled, identity-resolved, and structured into a unified customer view in four months.
From Raw Data to Predictive Intelligence
Once the data foundation was in place, Actable deployed the Insights Engine on top of it. This is where Databricks-native ML and AI capabilities drive real marketing advantage.
The analytics roadmap ran multiple tracks in parallel. An insights track overlaid the brand’s first-party data with third-party data providers for customer enrichment. Cohort analyses mapped acquisition patterns and engagement behavior. Audience deep dives identified the highest-value customer segments.
On the modeling side, Actable launched predictive models covering buying propensity, repeat purchase likelihood, lifetime value, and product recommendations.
The result was AI-powered customer analytics that the marketing team could actually use.
Proof Point: Meta Advertising Test
The first activation off the Databricks customer data platform was a Meta advertising campaign targeting a high lifetime value audience built from the predictive models.
The high-LTV audience outperformed the control group by 12% on return on ad spend. Conversion rate lifted 16% compared to control. These results have held in production.
This is what Databricks-native customer intelligence looks like in practice. Clean data in. Predictive models built on that data. Audiences activated directly into paid media. Measurable business outcomes on the other side.
Why Databricks for Customer Analytics
Actable’s Intelligence Factory is purpose-built to run on Databricks because the platform solves the core problems that limit marketing analytics at enterprise scale.
Data collaboration and first-party data assessment happen natively, without moving data outside the brand’s own environment. Customer 360 design and build runs on infrastructure that supports real-time scoring and activation. Custom ML modeling deploys directly into the stack the brand already owns. And the composable architecture means the system grows with the business rather than requiring a rip-and-replace every time priorities shift.
For a brand with $500 million in annual orders from known customers, a scalable, owned intelligence infrastructure is what turns repeat purchase potential into repeat purchase results.
Expanding Across Channels
The Meta test was the first activation. The brand is now expanding the same intelligence-driven approach into email and SMS, with ongoing work to push into as many use cases as possible.
The Customer Intelligence Hub serves as the backbone for every channel activation. The Insights Engine provides the decisioning criteria. And because everything runs on Databricks, scaling to new channels does not require rebuilding the foundation.
The brand owns the infrastructure. Actable keeps it moving.
Frequently Asked Questions
What is a Databricks customer data platform? A Databricks customer data platform is a customer intelligence foundation built natively on Databricks infrastructure. It unifies customer data from multiple sources, resolves identity across channels, and supports predictive modeling and marketing activation without moving data outside the brand’s own cloud environment. Actable’s Intelligence Factory is designed to run on Databricks end to end.
How long does it take to build a unified customer view on Databricks? In this engagement, Actable built a full unified customer view in four months. That covered data from the loyalty program, online orders, third-party aggregators, messaging platforms, and Google Analytics 4, all reconciled and structured on Databricks-native infrastructure.
What Databricks services does Actable provide? Actable delivers technology and strategy consulting, data management services, marketing analytics, and platform integration services on Databricks. That includes customer 360 design and build, custom ML modeling, composable CDP implementation, identity and entity resolution, and journey reporting. See the full list of Databricks services.
What kind of marketing results can a Databricks customer data platform drive? In this engagement, deploying a high lifetime value audience built from Databricks-native predictive models to Meta advertising produced a 16% lift in conversion rate and a 12% improvement in return on ad spend versus the control group. These results held in production and are being extended to additional channels.
Why build a customer data platform on Databricks instead of a standalone CDP? A standalone CDP requires moving data into a separate system, which creates latency, data governance complexity, and vendor dependency. Building on Databricks means the brand owns the data and the models in their own cloud environment. It supports composable architecture, scales with the business, and connects directly to activation platforms without an additional data layer in between.
How does Actable’s Intelligence Factory work with Databricks? The Intelligence Factory is Actable’s end-to-end customer intelligence framework. The Customer Intelligence Hub builds the unified data foundation on Databricks. The Insights Engine deploys predictive models and enrichment natively on that infrastructure. The Action Engine activates the outputs across paid media, lifecycle campaigns, and personalization platforms.
See how a Databricks customer data platform can transform your marketing performance. Schedule a call.
