AIQ, a customer data platform (CDP), announced a partnership with Databricks, a cloud-based data and analytics platform, to launch “Hybridcompute,” a CDP solution specialized for IT organizations to manage the storage and retrieval of customer data.   

As per the partnership, the new HybridCompute solution will be integrated with Databricks Lakehouse Platform, enabling enterprise IT teams to unbundle their customer data stack and provide greater control over where data is stored and retrieved. 

The new solution is built upon the recently launched AIQ CX hub where users can leverage its features including audience segmentation, journey orchestration, and real-time experiences, which can be applied to customer data in cloud data lakes via native push-down SQL and reverse ETL capabilities. The platform can also be integrated with data and analytics platforms including Snowflake and Teradata.

Analyst QuickTake: AIQ is continuing to double down on its focus on enterprise users and complements its other recent external activities in this space including its recent partnership with Slalom , to provide tailor-made marketing consultancy services to enterprise users. Its new solution is specialized for data-heavy users and can be integrated with other enterprise-level data lake infrastructure, providing it with an edge over its peers.