Sagacity offers UK consumer data via Databricks for AI use

Sagacity has made its UK consumer datasets accessible via the Databricks Marketplace, providing businesses with instant access to compliant and granular data for AI and personalisation projects.

The new partnership between Sagacity and Databricks aims to address common challenges associated with data acquisitions, such as compliance requirements and integration difficulties, by making high-quality, permissioned data immediately available within the Databricks environment.

More than 900 individual-level UK consumer attributes are now available, enabling organisations to expedite data-driven decision making, accelerate the deployment of artificial intelligence initiatives, and deliver personalised customer experiences. Datasets can be accessed directly through the Databricks platform without the need for complex data preparation or engineering processes.

Compliance and coverage

Sagacity's datasets comprise the UK's largest permissions-based dataset, sourced from over ten trusted partners. These include funeral parlours, local authorities, and a major credit bureau. The datasets come with a comprehensive audit trail, ensuring organisations can demonstrate when and where permissions were captured, which supports their regulatory and ethical data responsibilities.

Sagacity also provides support to enable rapid adoption, offering accelerators and assistance for the deployment, analysis, and activation of data. Organisations using the data can avoid errors caused by outdated systems or fragmented sources, as Sagacity's collection is designed to improve accuracy and timeliness.

Customers benefit from reduced engineering workloads because of direct access, while features such as built-in audit trails and lineage tracking ensure transparency and compliance. The Databricks Marketplace also facilitates multi-party collaboration and joint analytics, while maintaining governance through granular access management.

Customer perspective

"We have seen a huge uptick in demand for hyper-personalisation and AI use cases – but these rely on fast, seamless access to high-quality, compliant data," comments Ben Hodge, Data Product Director at Sagacity. "Right now, getting that data is painful. You have to request it, clean it, align it with internal systems, load it into databases, check for permissions and wait on resources across multiple teams. By the time you're ready to use it, the value is often gone. That's why we are so excited to be partnering with one of the biggest players in the data market, Databricks. They remove the friction or accessing data, letting teams access compliant, ready-to-use data directly in their cloud environment – without getting stuck in the ever-growing IT waiting list. It means analysts can get started faster, test predictive models sooner and deliver value more quickly. We see this as the future for data procurement – giving users direct access to trusted datasets to enable faster innovation, smarter decisions and real confidence in the data they use."

Dataset portfolio

The announced datasets available on Databricks Marketplace include:

• Enhance Core – providing detailed insights on over 90 million individuals, including indicators about individual characteristics, life stage, household composition, and interests.
• Enhance Property – offering information on over 30 million UK properties, with details such as property type, bedroom numbers, and current market valuation.
• Enhance Geo – delivering postcode-level locational and societal insights to support marketing and product development needs.
• Intra–segmenting consumers according to demographic, behavioural, and geographical criteria to enhance the targeting relevance of marketing efforts.
• Smart Link – connecting more than 450 million data points across sources to present a unified customer view for cross-channel marketing activities.
• Goneaway Suppression File (GAS) – containing over 120 million property records, updated monthly, to help reduce marketing waste directed at unreachable contacts.
• Goneaway Suppression Reactive (GAS-R) – monitoring 18 million movers and 8 million new property occupiers monthly to identify prospects driven by relocation.
• The Bereavement Register (TBR) – includes records of 14 million deceased individuals to help organisations avoid inappropriate communications, sourced from web registrations, funeral directors and the NHS.

Integrated tools

"One of the key strengths of our product suite is how the tools work together to deliver progressively deeper insights – it's a true benefit multiplier," continues Hodge. "You might start with Enhance to understand your customers, but then layer in tools like Smart Link, and Goneaway or Deceased data to ensure accuracy and completeness. This supports the full customer journey – from understanding who they are, to how you can engage with them. And with everything available via the Databricks platform, integration is seamless."

The collaboration is designed to address the needs of consumer-facing businesses across various sectors, including utilities, telecommunications, retail, and insurance. By providing direct access to rich, permissioned datasets and offering a suite of interoperable tools, it aims to enable organisations to operate with greater confidence, compliance, and efficiency in their data-driven activities.