Case Study: Natura Cosméticos achieves faster, scalable CRM insights and 23.5% higher revenue with Databricks

Accelerating CRM impact with GenAI-powered insights

Natura Cosméticos, the Brazilian beauty leader known for its direct-sales model, needed a faster way to analyze CRM communications and consultant behavior. Its CRM analytics team had been handling performance reporting in a partially manual process, which slowed response times and made it difficult to act on insights in near real time. Natura turned to Databricks and the Databricks Data Intelligence Platform, including GenAI-powered analytics, to address this challenge.

Databricks helped Natura unify its data and automate reporting at scale, cutting report cycle times by 64% and enabling more personalized reporting across countries. The impact was significant: Natura unlocked a 23.5% lift in CRM-driven revenue, supported 20+ automated reports in two languages across six countries, and improved campaign agility so teams could adjust messaging and channel mix mid-campaign.

Natura Cosméticos

Julia Formentin

CRM Analytics Manager