{"slug":"capillary-uses-machine-learning-to-boost-customer-lifetime-value-with-personalized-marketing","url":"https://findausecase.com/use-cases/capillary-uses-machine-learning-to-boost-customer-lifetime-value-with-personalized-marketing","title":"Capillary uses machine learning to boost customer lifetime value with personalized marketing","description":"Capillary Technologies, a loyalty and marketing platform serving brands like Shell and Levi's across 400+ brands and 450 million customers, built an ML workflow with MLflow on the Databricks Data + AI Platform to power personalized, data-driven marketing and loyalty campaigns from over 13 billion customer transaction records. Using Capillary's targeting algorithm on Databricks, campaign conversion rates increased by 600%, and the ability to target and retain customers improved from 1-5% to 200-400%, while compute and infrastructure costs dropped 35%.","company":"Capillary Technologies","industry":"Media & Entertainment","aiCapabilities":["Recommendation & Personalization","Predictive Analytics"],"technology":["Databricks SQL","Delta Lake","Agent Bricks"],"deployment":"Public Cloud","problemStatement":"With over 13 billion customer records to analyze, Capillary's legacy infrastructure buckled under the weight of their clients' data sets, slowing performance and creating operational overhead.","solutionApproach":"Capillary adopted the Databricks Data + AI Platform lakehouse to process and analyze all client data quickly and cost-effectively, streamlining cluster management and building performant data pipelines, and used MLflow to build an ML workflow powering its personalized, data-driven loyalty and marketing campaign targeting algorithm.","businessValue":"Using Capillary's algorithm on Databricks, marketing campaign conversion rates increased 600%, the ability to target and retain customers improved from 1%-5% to 200%-400%, inference queries dropped from 150 to 115 seconds cutting compute and infrastructure costs by 35%, and MLflow saved 180 hours of MLOps overhead.","evidence":{"band":"high"},"sourceUrl":"https://www.databricks.com/customers/capillary-technologies","dates":{"publishedAt":"2026-09-25T05:47:42.799Z","publishedAtSource":"pipeline","updatedAt":"2026-09-25T05:47:42.799Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/capillary-uses-machine-learning-to-boost-customer-lifetime-value-with-personalized-marketing. Bulk republication requires permission."}