Build a Composable CDP on Databricks

**Overview**
Transform Databricks SQL into a unified customer data platform (CDP) that adopts the flexibility, scale, AI, and governance of the Data Intelligence Platform. Hightouch provides modular building blocks that you can connect to Databricks to power your marketing use-cases, all without having to move your data into a separate data store.

In this accelerator, you will use Hightouch to create a custom audience from data in Databricks, activate the audience on Facebook Ads, and measure the results with a split test.

**Other common CDP use-cases**
Common use-cases for a customer data platform using Databricks include:
- **Paid media** - Optimize advertising campaigns by targeting high-propensity audience segments, suppressing active customers, and sending conversion events to improve ad relevance and maximize return on ad spend (ROAS).
- **Loyalty programs** - Enhance loyalty programs using customer insights to deliver personalized rewards, offers, and experiences that increase retention and lifetime value.
- **Lifecycle marketing** - Building personalized customer journeys across multiple marketing channels like SMS, email, push, etc, to engage customers at different stages of their lifecycle.
- **Sales enablement** - Provide sales teams with real-time access to comprehensive customer profiles and insights, like product usage, to enable sales teams to tailor interactions and improve sales effectiveness.
- **Customer support** - support teams with a unified view of customer interactions and preferences to offer faster resolutions and more personalized support experiences.

**Product details**
- Datasets represented include a user table and events table.
- Sample fields include `user_id`, `product_id`, `event_type`, `timestamp`, `quantity`, `price`, and `category`.

For more details, refer to the embedded notebook.

**Additional resources**
- [What is a Composable CDP?](https://hightouch.com/blog/composable-cdp)
- [Learning Hub: Everything you need to know about Composable CDPs](https://hightouch.com/solutions/composable-cdp)