Azure services in Sitecore Platform/Website

There are many services provided by Azure out of which what are the different services which we can utilize in Sitecore based website which will add value to the Marketer other than basic advantages of cloud.

Example: Azure offers its own Predictive marketing campaigns with machine learning and Spark. Can it be utilized to improve marketing campaigns of Sitecore website?. Similarly how can we utilize Power BI effectively with Sitecore Websites on Azure?