Unifying Data Silos to Power Global Personalization

Overview

CASETiFY unified marketing, sales and behavioral data on the Databricks Data + AI Platform, enabling marketing mix modeling, customer lifetime value prediction and generative AI-embedded customer service tools, driving double-digit year-over-year growth in repeat customer revenue and a 20% reduction in data transformation costs.

The challenge

As CASETiFY expanded to serve millions of customers across more than 150 countries, marketing performance metrics lived in ad platforms like Meta and TikTok, transactional data was isolated in internal databases and behavioral data was locked in Google Analytics, so teams lacked a unified view of the customer journey and SQL-based analysts and Python-driven data scientists worked in separate environments dependent on stale, sampled datasets.

The solution

CASETiFY unified their data lake and warehouse into a single source of truth built on Delta Lake on the Databricks Data + AI Platform, using elastic compute to run millions of SKU-level models in parallel, Databricks SQL to analyze trends and build predictive models, shared multi-language notebooks for collaboration, and Unity Catalog for fine-grained data governance.

Reported business value

Personalization and customer segmentation contributed to double-digit year-over-year growth in repeat customer revenue, marketing mix modeling delivered a 10-15% improvement in budget efficiency, CASETiFY reduced data transformation costs by 20% with serverless workflows, and Tableau dashboards went from barely used to over 5,000 weekly views.