IndiaTechnology and telecom2023 – ongoing

Capillary Technologies

Machine learning for personalized loyalty and marketing campaigns

Capillary Technologies raised campaign conversion rates 600% with machine learning workflows on Databricks

WorkingVendor case studyVendor ↗

Problem

Capillary runs loyalty programs for more than 400 brands and processes more than 13 billion transaction records a year. It wanted to find profitable customers and encourage repeat purchases. Deploying models and running campaigns took too much effort.

Approach

Capillary built machine learning workflows with MLflow and ran its own algorithms on the Databricks Data + AI Platform. The aim was to speed up model deployment and campaign execution for its brand customers.

Results

600%increase in marketing campaign conversion ratesVendor case study[1]

180 hoursof MLOps overhead saved, per Capillary's director of engineeringCompany's own claim[1]

Takeaway

Capillary tied its gains to both campaign results and lower engineering effort in running the models.

Sources

Boosting customer engagement through personalization
Databricks23 Jun 2023Vendor publication

Source summaries

[1]Databricks23 Jun 2023

Databricks reports that Capillary built ML workflows with MLflow for personalized loyalty campaigns. It gives a 600% rise in campaign conversion, a 35% cut in compute and infrastructure costs and 180 hours of MLOps overhead saved. The company did not say how conversion was measured or over what period.

Full details are in the original sources.

Added 4 Nov 2026 · Updated 4 Nov 2026