One hidden cost of unused martech is the effort that went into installing and integrating it. This Digibee study of large enterprises found that 16% to 25% of IT spend goes to integration, and half the companies rebuild six or more integrations each year. Worse still, 79% of those new integrations cause significant downtime, which can easily cost more than $1 million per hour.

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.