AI and analytics specialist C5i has introduced its latest innovation, the Marketing Data Cloud (MDC) – a solution built in collaboration with Databricks to unify marketing data and deliver actionable insights across platforms and campaigns.

Developed on the Databricks Data Intelligence Platform and hosted on Microsoft Azure, the MDC integrates C5i’s Intelligent Data Management Decision framework. The platform centralizes fragmented marketing data into a standardized, pre-configured model, offering brands a full-circle view of their customer journeys, campaign effectiveness, and return on marketing spend.

The MDC is designed to break down data silos by streamlining ingestion, integration, and normalization of varied data streams into the Databricks Lakehouse architecture, supported by Unity Catalog for seamless governance and open data management.

The result: a unified, AI-powered environment that enables businesses to run advanced analytics – including market mix modeling, multitouch attribution, brand performance tracking, and personalization at scale – all from a single source of truth.

“This is a major leap in our commitment to simplify and amplify marketing intelligence through data and AI,” said Ashwin Mittal, Executive Chairman of C5i. “Our partnership with Databricks allows us to offer clients smarter, more agile solutions that can drive precision and results in an increasingly complex marketing world.”

Sarah Branfman, Global VP of ISV at Databricks, added, “C5i’s Marketing Data Cloud demonstrates the power of combining advanced domain knowledge with platform scalability. It’s a robust solution that empowers brands to translate raw data into real outcomes.”

Scalable and industry-agnostic, the MDC is positioned to support businesses of all sizes in refining their marketing strategies and gaining a competitive edge.