In digital marketing, maximizing return on ad spend (ROAS) is one of the key metrics to scaling a campaign effectively and avoiding budget waste.
ROAS directly measures the effectiveness and profitability of advertising campaigns therefore giving marketers the ability to understand the underlying impact on revenue.
It is one of the key metrics that provides valuable insights into which marketing channels, content types, or target audiences are most effective. Partnering with Databricks, we built CampaignIQ, a solution designed with Databricks native capabilities to help marketing teams make faster, smarter, and more accountable media decisions. With GenAI and first-party data at its core, Databricks provides teams with the tools to extract insights, forecast outcomes, and optimize campaign performance through data-driven recommendations.
The core function of the CampaignIQ solution is to showcase how customers can operationalize media optimization using a series of Databricks-native agents and workflows. Once campaign and audience data is landed and structured in the Lakehouse, the solution triggers a chain of Mosaic AI agents that segment users, generate performance forecasts, and recommend optimal budget allocations. Forecast outputs, including daily revenue, ad spend, and ROAS, are stored in Unity Catalog tables and exposed to the What-If Scenario Planner, a Databricks App that lets users simulate changes to budget, timing, and audience targeting. Each simulation runs live against the forecast models, returning the projected impact without leaving the environment. The result is an entirely governed solution for campaign planning, powered by GenAI and built for rapid iteration.
Why this matters
Marketing teams are often forced to make campaign decisions with limited visibility, disconnected tools, and pressure to move fast. Traditional planning methods rely heavily on manual effort, gut instinct, or siloed reporting that arrives too late to be useful. CampaignIQ changes that by embedding AI directly into the decision-making process delivering faster insights, structured recommendations, and forecasts that can be tested and refined in real-time.
By centralizing segmentation, forecasting, and scenario planning inside Databricks, the goal of CampaignIQ is to showcase that every media decision can be grounded in data. It streamlines collaboration, reduces planning time, and increases confidence in where to invest and why. In the cases where you may already have a media planning tool, Databricks capabilities as outlined in this blog can be leveraged to augment and improve existing solutions.
For marketers, this means less time toggling between spreadsheets and dashboards and more time optimizing performance. It also reinforces a data-driven media strategy, where every dollar of ad spend is measured, modeled, and maximized.
Creating value, proving value, and maintaining value is top of mind for all companies when it comes to their customers and smart marketing is the perfect medium to enable that. GenAI won’t just optimize media plans, it will predict them. It’s about training with insight, not just data.
Nidhi DeSutter, Senior Manager, Solutions Architecture at Databricks.
How does it work?
Key features of the solution
Mosaic AI agents
At the core of CampaignIQ is a set of custom AI agents built using the Mosaic AI framework. Each agent is designed to handle a key part of the campaign planning process:
Forecasting Agent
Generates 7 and 14-day projections for revenue, ad spend, and ROAS based on historical data and media inputs.
Audience Segment Agent
Strategy Agent
Brief Extraction Agent
Built using Agent Bricks, parses campaign briefs and extracts structured insights such as challenges, brand positioning, and key messaging.
Unity Catalog
Databricks AI/BI
CampaignIQ includes dashboards that visualize ROAS trends, media efficiency, and audience performance over time. These dashboards help marketing teams track real-time impact, compare strategies, and identify what’s working without waiting on post-campaign analysis.
Databricks apps
The future of ad planning
CampaignIQ demonstrates what’s possible when GenAI, governed data, and real-time decision systems converge in the Lakehouse. By combining Databricks Foundation Models, Mosaic AI agents, Unity Catalog, and MLflow orchestration, we’ve built a system that replaces guesswork with grounded strategy and replaces static plans with dynamic, testable outcomes. This isn’t just about moving faster. It’s about making every planning cycle smarter, every budget decision more transparent, and every campaign more accountable.
As media spending continues to grow and scrutiny increases, the capabilities showcased within CampaignIQ provides marketing teams with a platform that scales with them one built to adapt, optimize, and keep ROAS at the center of every decision.
