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Learn how T-Mobile and Deep Sync are revolutionizing personalized marketing through Databricks' data platform in this 19-minute conference talk. Explore Deep Sync's deterministic identity solutions and their identity spine implementation on Databricks Lakehouse, which provides comprehensive coverage of over 97% of U.S. households with current and accurate attribute data. Discover T-Mobile's groundbreaking data services business that offers privacy-compliant, consent-based consumer data for the first time in the market. Understand how these companies are transforming brand-consumer engagement through bespoke, hyper-personalized workflows, identity-driven insights, and closed-loop measurement capabilities using Databricks' Multi-Party Cleanrooms. Gain insights into how data and identity convergence addresses modern marketing challenges while enabling consumers to feel genuinely understood rather than simply targeted. The session features presentations from Jeff Frantz, VP of Data, AI & Monetization at T-Mobile, and Pieter De Temmerman, CEO of Deep Sync, who share practical applications and strategic approaches to scaling personalization through data-driven solutions.
