This presentation outlines the evolution of our marketing data strategy, focusing on how we’ve built a strong foundation using the Databricks Lakehouse. We will explore key advancements across data ingestion, strategy, and insights, highlighting the transition from legacy systems to a more scalable and intelligent infrastructure. Through real-world applications, we will showcase how unified Customer 360 insights drive personalization, predictive analytics enhance campaign effectiveness, and GenAI optimizes content creation and marketing execution. Looking ahead, we will demonstrate the next phase of our CDP, the shift toward an end-user-first analytics model powered by AIBI, Genie and Matik, and the growing importance of clean rooms for secure data collaboration. This is just the beginning, and we are poised to unlock even greater capabilities in the future.