C5i, the pure-play AI and analytics company, has deepened its partnership with Databricks with the launch of the Marketing Data Cloud (MDC)—a validated Built on Databricks solution designed to unify fragmented marketing data and measure outcomes across channels with AI at the core.

For businesses, fragmented data has long been a barrier to understanding customers and proving ROI. MDC addresses this challenge by consolidating marketing data from every channel and touchpoint, then applying AI-driven ingestion, harmonization, predictive insights, and real-time activation. The result: marketers can achieve a 360° customer view, smarter segmentation, and hyper-personalized engagement at scale—while accelerating time-to-value.

“The Marketing Data Cloud combines C5i's expertise in data, AI, and marketing with Databricks' scalability to drive precision and impact in a complex marketing landscape,” said Ashwin Mittal, Executive Chairman of C5i. “This expanded partnership marks a significant milestone in unifying data and AI for advanced intelligence.”

Built on Databricks’ Open Lakehouse Foundation

At the core of MDC is the Databricks Data Intelligence Platform, which democratizes access to analytics and AI applications by unifying all marketing data into a single environment. With open formats and governance, enterprises maintain full control of their data while tapping into AI models tuned to their specific business needs.

“C5i is a pioneer in applying advanced analytics and AI to real marketing outcomes,” said Sarah Branfman, Global Vice President, Databricks ISV. “Their Marketing Data Cloud empowers enterprises to transform raw data into actionable intelligence. Together, we’re setting a new standard for performance-driven marketing across industries.”

Advanced Analytics for Smarter Marketing

The MDC doesn’t stop at unification—it provides Performance Analytics including:

• Marketing Mix Modeling – optimize spend allocation across channels.

• Brand Measurement – track brand equity and market impact.

• Campaign Analytics – assess effectiveness across paid, owned, and earned media.

• Multitouch Attribution – evaluate how every customer touchpoint contributes to conversions.

Industry-agnostic and scalable, MDC is designed to serve enterprises of all sizes, helping marketing leaders refine strategy, improve ROI, and gain a competitive edge.

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