Insider Newsroom
December 02, 2025
Insider Announces New Databricks Integration to Power Lakehouse-Native Cross-Channel Activation
Insider, the leading AI-native omnichannel experience and customer engagement platform, today announced a new partnership and technical integration with Databricks, the Data and AI company. This collaboration enables brands to activate their customer data directly from Databricks while maintaining full governance, control, and flexibility across marketing and data teams.
With this integration, Databricks becomes a central system of intelligence for customer data, while Insider serves as the activation engine that turns unified profiles, predictive scores, and behavioral insights into personalized experiences across Insider’s channels, including email, SMS, WhatsApp, push, onsite, and in-app.
Enterprise brands are accelerating their move toward lakehouse-native architectures where customer data, identity resolution, and ML models live in Databricks instead of being duplicated across tools. This approach improves governance, reduces costs, and streamlines how data teams and marketing teams collaborate.
Insider’s integration supports this shift by empowering brands to activate the same governed data they trust for analytics and AI. Databricks remains the source of truth while Insider brings that intelligence to life across customer touchpoints.
Insider ingests modeled tables selected by data teams, including unified customer profiles, behavioral events, predictive outputs, and custom machine learning features. These tables become the foundation for identity, targeting, and decisioning inside Insider.
Marketing teams can build audiences, trigger journeys, and personalize content using Databricks data without relying on separate marketing data stores. Insider’s orchestration engine supports coordinated customer experiences across email, SMS, WhatsApp, push, onsite, and in-app.
Insider returns engagement, journey, and performance data into Databricks. This feedback loop allows data teams to run deeper analysis, refine attribution, strengthen customer lifetime value tracking, and improve ML models with consistent behavioral signals.
Utilizing Databricks as the single source of truth ensures data consistency and reduces the overhead of maintaining multiple pipelines. Insider aligns with the identifiers and structure defined by Databricks, so activation remains accurate and governance remains centralized.
Insider and Databricks’ partnership reflects a shared mission to help enterprises bring together their investments in data, AI, and customer experience. As brands adopt Databricks to power identity resolution and ML, Insider ensures that intelligence can be turned into meaningful customer engagement across the entire lifecycle.
“Enterprise brands are designing architectures where data remains unified, governed, and accessible inside their lakehouse. Our partnership with Databricks supports this direction and gives brands a seamless path to activation,” said Muharrem Derinkök, Co-founder and Chief Product Officer at Insider. “By keeping Databricks as the intelligence layer and Insider as the activation layer, teams can collaborate more effectively and deliver better outcomes for their customers.”
The Insider and Databricks integration is now available to all Insider and Databricks customers. Enhanced outbound data sharing capabilities will be released in early 2026.
For more information or to request access, visit https://useinsider.com/integration/databricks/
