CPEx — Databricks for Audience Segmentation (+33% CTR)
CPEx used Azure Databricks and multi-hop Delta Lake to build ML-driven audience segmentation, increasing CTR by 33% and ad impressions by 40%.
Scale
33% increase in CTR, 40% increase in ad impressions post-implementation
Before
Traditional batch audience modeling without ML-driven segmentation
After
Azure Databricks + multi-hop Delta Lake → front-end real-time targeting; ML models combining predefined client attributes
Key Insight
Delta Lake's multi-hop pattern (Bronze → Silver → Gold) is well-suited for audience modeling — raw events → cleaned profiles → scored segments.
In a Snowflake Conversation
Delta Lake's multi-hop pattern (Bronze → Silver → Gold) is well-suited for audience modeling — raw events → cleaned profiles → scored segments.
My Read
Practitioner commentary coming soon.
Relevant Conversations