Databricks launches Lakeflow Connect for marketing data

Databricks has launched Lakeflow Connect, a service providing native, fully managed connectors that ingest marketing, CRM, and analytics data directly into Unity Catalog. The tool aims to solve the fragmentation of modern marketing stacks by eliminating the need for custom API integrations and brittle scripts. Data is incrementally ingested as governed, managed Delta tables with no infrastructure for teams to provision, manage, or scale. Setup is completed via a point-and-click user interface or a simple API.

The platform offers native connectors for a wide range of platforms across the customer journey. These include acquisition tools like Google Analytics, Meta Ads, TikTok Ads, Reddit Ads, LinkedIn Ads, Google Ads, and Google Search Console. For engagement and relationships, it connects to Salesforce Marketing Cloud, SendGrid, Marketo, Salesforce, HubSpot, and Dynamics 365. Product experience data can be pulled from Zendesk Support, Amplitude, and Pendo. Databricks also plans to add support for Adobe Campaign and Adobe Analytics. For ad connectors, Lakeflow Connect delivers pre-built and custom report tables with metrics like spend, impressions, clicks, and conversions. Meta Ads, Google Ads, and TikTok Ads also support a managed OAuth sign-in flow to streamline setup.

For data engineers, this service reduces integration overhead. For example, iManage used Lakeflow Connect to set up a Salesforce connector with 500 to 700 custom objects in an afternoon, a task that previously took months. EcoVadis integrated HubSpot and Salesforce data into its existing CI/CD processes using Declarative Automation Bundles. To help practitioners activate this data, Databricks introduced the Ad-Genie solution accelerator. This tool refines raw bronze tables into silver and gold tables in three steps, powering an out-of-the-box AI/BI dashboard and a conversational Databricks Genie agent.