No fewer than 92% of analytics and IT leaders say the need for trustworthy data is greater than ever, with 87% pointing to AI as driving its importance. While 57% of those data analytics and IT leaders have full confidence in their data’s accuracy, just 45% of marketing leaders feel the same. Across 10,000 respondents to the Salesforce survey, there was general agreement that security threats were a challenge to good data management (that doesn’t mean hide it all away in silos — see below).

Databricks is highlighting its interest in marketers through out-of-the-box integrations with partners including Adobe, Braze, Salesforce, MessageGears, and Tealium. All will be able to run campaigns using information in the Databricks data intelligence platform without data syncing or copying.