CUSTOMER STORY | AI-native segment discovery for customer intelligence

Tushar_Parekar — Thu, 30 Jul 2026 12:15:59 GMT

"Databricks + Neuralift instantly uncovered entirely new understanding from our data that pinpoints the precise drivers and touchpoints for different players that will lift our KPIs across the board." - Angie McNew, VP of BI & Analytics, Delaware North

Delaware North, a global entertainment and hospitality company serving more than 500 million guests each year, is using the Databricks Platform with Neuralift to turn customer data into continuous, activation-ready intelligence. With Unity Catalog, Lakebase, and Delta Sharing, the team built a governed, AI-ready foundation that helps marketing and analytics teams discover new segments faster and act on them with more confidence.

Key highlights:

100M+ data points organized, analyzed, and activated: Delaware North brought together large volumes of first-party customer data across digital engagement, transactions, loyalty, and operations.
400 hours saved each quarter: Time once spent on manual analysis and reporting is now shifting toward optimization and action.
25 use cases supported every month: The approach now helps power recurring marketing and analytics use cases, from reactivation and loyalty optimization to promotion and competitive analysis.
Governed AI-ready customer intelligence: Unity Catalog helps keep customer data, features, and segment outputs consistent, searchable, and trusted across teams.
Faster collaboration and activation: With Lakebase and Delta Sharing, Delaware North and Neuralift can securely work from the same foundation and return discovered segments directly into the lakehouse for activation.

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topic CUSTOMER STORY | AI-native segment discovery for customer intelligence in Announcements

CUSTOMER STORY | AI-native segment discovery for customer intelligence