Marketing owns the outcomes, but IT owns the infrastructure that makes those outcomes possible. In today’s data-driven landscape, the success of customer engagement and personalization strategies depends on a tight partnership between marketing and IT. This session explores how leading brands are using Databricks and Epsilon to unlock the full value of first-party data — transforming raw data into rich customer profiles, real-time engagement and measurable marketing ROI. Join Epsilon to see how a unified data foundation powers marketing to drive outcomes — with IT as the enabler of scale, governance and innovation. Key takeaways: How to unify first-party data and resolve identities to build rich customer profiles with Databricks and Epsilon Why a collaborative approach between Marketing and IT accelerates data-driven decisions and drives greater return How to activate personalized campaigns with precision and speed across channels — from insights to execution