globainsight and Databricks Announce Unified Data Lakehouse Integration for Consumer Intelligence

globainsight and Databricks today announced a strategic integration that enables enterprises to combine globainsight consumer research data with their full data estate within the Databricks Data Intelligence Platform. The integration eliminates the traditional silo between market research data and enterprise data, allowing data science teams to build unified consumer models that draw on survey responses, panel demographics, transactional data, CRM records, and operational metrics.

The integration includes pre-built connectors, data transformation pipelines, and a library of consumer intelligence models that run natively in Databricks. Early pilot customers have used the integration to build churn prediction models that combine NPS survey data with actual usage telemetry, achieving 35% higher predictive accuracy than models using either data source alone.

'For decades, market research has lived in a separate universe from enterprise data — different tools, different vendors, different teams,' said Marco Liu, VP of AI and Data at globainsight. 'This integration brings consumer intelligence into the data lakehouse where it belongs, alongside every other signal the business uses to make decisions.'

The integration is available immediately for mutual customers of globainsight and Databricks, with implementation support provided jointly by both companies' solutions architecture teams.