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Explore the critical partnership between marketing and IT teams in leveraging first-party data for customer growth in this 23-minute conference talk. Discover how leading brands utilize Databricks and Epsilon to transform raw data into comprehensive customer profiles, enabling real-time engagement and measurable marketing ROI. Learn strategies for unifying first-party data and resolving customer identities to build rich profiles using Databricks and Epsilon platforms. Understand why collaborative approaches between marketing and IT departments accelerate data-driven decision-making and generate greater returns on investment. Examine methods for activating personalized campaigns with precision and speed across multiple channels, covering the complete journey from data insights to campaign execution. Gain insights into establishing a unified data foundation that empowers marketing teams to drive measurable outcomes while positioning IT as the enabler of scale, governance, and innovation in data-driven marketing initiatives.
