Stitch is a launch partner for the latest BDP enhancements. Here’s why we think this is the most important Braze release since BDP launched.
When Braze launched the Braze Data Platform (BDP) in 2024, it changed what a customer engagement platform could actually do with data. Marketers who’d spent years waiting on engineering teams to move data into the right format, in the right place, at the right time — started to see a different way of working.
This week, that gap got even smaller.
The new BDP enhancements — including a bidirectional integration with Databricks — are some of the most significant steps forward BDP has taken since launch. We’re a launch partner for this release, and we want to be direct about why we think it matters.
The problem Braze Data Platform is helping solve
Most of the brands we work with aren’t struggling to collect data. The data exists. What’s hard is the distance between where it lives and the moment a marketer can actually use it. That distance shows up as engineering tickets, batch sync cycles, and pre-formatted tables someone has to build and maintain before a campaign can go live. And it’s one of the primary things Stitch helps enterprise brands work their way out of.
BDP is a composable data platform that was built to close this gap. And since launch, we’ve seen it change the way marketing and data teams work together inside the organizations we support. Marketers move faster. Data teams spend less time fielding requests that shouldn’t require them in the first place.
But, until now, the Braze–Databricks connection was largely one-directional. Engagement data didn’t automatically flow back without complex solution architecture. The warehouse and the engagement platform were closer than before, but they weren’t working as one system.
What’s changing about how marketing gets done
The Databricks integration — which the launch of Delta Share makes a bidirectional sync — closes that loop. Braze engagement data becomes available directly in your Databricks Lakehouse in real time — no pipelines or duplication standing between the two. Your data teams have a live view of what’s happening in Braze. Your marketing teams can act on what’s happening in the warehouse right now. The feedback loop that used to take hours is now continuous.
That’s not a minor update. It fundamentally changes the architecture that’s possible for brands running Braze alongside Databricks — which is most of the enterprise brands we work with.
RaceTrac, a Stitch customer, is among the first brands putting this into production. Their use case is a good illustration of what becomes possible when loyalty data, transaction data, and real-time engagement are no longer separated by a sync delay.
Braze also released additional BDP enhancements that reduce the engineering dependency between marketing and data teams — giving marketers more direct access to warehouse data and making it faster to get new data sets into Braze without a pre-formatting step. Less time moving data, more time using it.
Building the foundation of modern marketing
Yesterday, we announced our role as a launch partner for Databricks CustomerLake, an agentic CDP built on top of the Databricks platform. Today, we’re announcing our role as a launch partner for the latest Braze Data Platform enhancements. The back-to-back timing reflects something we’ve believed for a while: the most durable marketing infrastructure gets built at the intersection of the data platform and the engagement layer — where the warehouse and the activation tool work as one system, not two systems with a connector between them.
As Michael Burton, Stitch CEO, put it when we announced the CustomerLake partnership: “We’ve believed for a long time that the modern marketing stack doesn’t start with a campaign tool — it starts with the data.” BDP has always been Braze’s expression of that same conviction. This release is where it gets real.
We’ve also written about how the broader martech landscape is shifting and what it means for how brands think about their data architecture. That piece is here if you want more context.
What this means for the enterprise martech stack
If you’re on Braze today, it’s worth taking a hard look at what these enhancements actually unlock for your environment. The architecture that’s now possible is meaningfully better than what most teams are currently set up to take advantage of. Getting the sequencing right, the governance model, the integration design — that’s exactly where we spend our time.
We’re offering a marketing data assessment for enterprise marketing and CRM teams who want a clear picture of where their stack stands today.
