This has been an exciting few months since Databricks announced CustomerLake at the Data + AI Summit, and we were proud to be one of original launch partners back in June. As I wrote back then, the business world is uniquely positioned for the final evolution of the CDP as the original zero-data-movement goals of the Composable CDP are finally realized and then turbocharged with the speed and power of the Agentic CDP.
In these past few months, several Databricks customers have been able to reap the benefits of the new CustomerLake Campaign Agents.
- 40% reduction in CDP cost of ownership:
- 90% faster audience builds
- 10% lift in conversion rates
- 100M customer-record use cases
This doesn’t include the savings from the traditional CDP’s license costs, since Databricks offers CustomerLake using their standard value-aligned consumption model.
HP shows what this looks like in practice. They switched from a traditional CDP and consolidated hundreds of fragmented data sources into a 360° view to tailor millions of global omnichannel journeys. According to Databricks, HP achieved:
- 40% reduction in total cost of ownership compared with its composable CDP
- 90% net new signals from media, brand, intent and technographics
- 1 hour from kickoff to data models, attributes and audiences
“Within an hour of starting with CustomerLake, we had data models in place, attributes published, and were ready to build audiences; work that would have taken two to three months with a traditional CDP…
Databricks CustomerLake brings that vision to life, enabling HP to build customer intelligence, personalization, and activation on the data foundation we already trust, rather than creating another place where data must be copied, reconciled, and secured.”
– Kumar Ram, Global Head of Marketing Technology and AI Enablement, HP
Understanding CustomerLake’s Campaign Agents versus Profile Agents
One of the biggest CDP challenges I’ve seen over the last ten years came from the dichotomy between what the needs of the CIO versus those of the CMO. A vast number of CDP initiatives have failed when the CIO established something that focused on data management and identity solutions while being unusable for the marketers, or conversely when the CMO would independently secure a CDP without integrating it into the broader enterprise data ecosystem.
The Campaign Agent brings an intuitive user interface aimed to make it easy for marketers to define their campaigns and target audiences quickly and easily for rapid activation, automatically connecting the correct data flows needed for measurement and attribution. This drives the CMO’s needs, making it possible to realize value and maximize KPIs as quickly as possible.
The Profile Agent provides the crucial—and traditionally challenging—identity resolution component that is needed to glue the enterprise’s customer source tables together into a single coherent foundation for the single view of the customer.
How Lovelytics will help clients move from pilot to scale
Campaign Agents are available in Beta today, with general availability planned for early 2027, and Profile Agents are now available for private preview. Now is the perfect time to work with us to help your company evaluate and plan for CustomerLake. Whether you already have a mature customer data model in your Databricks lakehouse or you are in need of a broader customer data modernization, we’re ready to combine our Customer and Marketing transformation experience with our Databricks practice to help you adopt CustomerLake in three stages:
- Assess and design. Benchmark today’s CDP and MarTech costs, define the target customer data model, and build the business case for consolidation.
- Migrate and launch. Stand up CustomerLake on the client’s lakehouse, rebuild priority audiences, and connect the destinations that matter most.
- Operate and optimize. Set up the operating model that lets marketing self-serve, while the data team keeps ownership of profiles, definitions and quality.
Get started
Campaign Agents are available in Beta today. Databricks is targeting general availability in Q1 2027. To find out how Lovelytics can help you evaluate CustomerLake and build your CDP consolidation roadmap, contact us.
