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Explore how Databricks transformed its own marketing data strategy through this 36-minute conference talk that demonstrates the evolution from legacy systems to a scalable Lakehouse architecture. Learn about key advancements in data ingestion, strategy development, and insight generation as the speakers detail their transition to more intelligent infrastructure. Discover real-world applications of unified Customer 360 insights for driving personalization, predictive analytics for enhancing campaign effectiveness, and GenAI for optimizing content creation and marketing execution. Examine the next phase of their Customer Data Platform (CDP), including the shift toward an end-user-first analytics model powered by AIBI, Genie, and Matik, plus the growing importance of clean rooms for secure data collaboration. Gain insights into building strong data foundations, implementing unified customer views, leveraging predictive analytics for marketing campaigns, and utilizing generative AI for content optimization and marketing execution from Anoop Muraleedharan, Sr Director Marketing Analytics, and Elizabeth Dobbs, AVP Marketing Technology, Data + Growth at Databricks.
