Customer Data Platforms (CDPs) promise better engagement, higher operational efficiency, and revenue growth by centralizing and streamlining access to customer data. However, consolidating sensitive information from a variety of sources creates complex challenges around data governance, security, and privacy. We’ve studied, built, and managed data protection strategies at some of the world’s biggest retailers. We’ll showcase business requirements, common architectural components, and best practices to deploy data protection solutions at scale, protecting billions of sensitive records across regions and countries. Learn how a data vault pattern with granular, policy-based access control and monitoring can improve organizational privacy posture and help meet regulatory requirements (e.g., GDPR, CCPA, e-Privacy). Walk away with a clear framework to deploy such architecture and knowledge of real-world issues, performance optimizations, and design trade-offs

Adobe’s Real-Time Customer Data Platform relies on the identity graph to connect over 70 billion identities and deliver personalized experiences. This session will showcase how the platform leverages Databricks, Spark Streaming and Delta Lake, along with 25+ Databricks deployments across multiple regions and clouds — Azure & AWS — to process terabytes of data daily and handle over a million records per second. The talk will highlight the platform’s ability to scale, demonstrating a 10x increase in ingestion pipeline capacity to accommodate peak traffic during events like the Super Bowl. Attendees will learn about the technical strategies employed, including migrating from Flink to Spark Streaming, optimizing data deduplication, and implementing robust monitoring and anomaly detection. Discover how these optimizations enable Adobe to deliver real-time identity resolution at scale while ensuring compliance and privacy.

Bradesco Bank is one of the largest private banks in Latin America, with over 75 million customers and over 80 years of presence in FSI. In the digital business, velocity to react to customer interactions is crucial to succeed. In the legacy landscape, acquiring data points on interactions over digital and marketing channels was complex, costly and lacking integrity due to typical fragmentation of tools. With the new in-house Customer Data Platform powered by Databricks Intelligent Platform, it was possible to completely transform the data strategy around customer data. Using some key components such Uniform and Lakeflow Declarative Pipelines, it was possible to increase data integrity, reduce latency and processing time and, most importantly, boost personal productivity and business agility. Months of reprocessing, weeks of human labor and cumbersome and complex data integrations were dramatically simplified achieving significant operational efficiency.

XP is one of the largest financial institutions in Brazil– and they didn’t reach that scale by moving slowly. After getting inspired at Data + AI Summit in 2024, they sprang into action to overhaul their advertising strategy using their first-party data in Databricks. Just a year later, they’ve achieved remarkable success: they’ve unlocked $66 million in incremental revenue from advertising, with the same budget as before. In this session, XP will share the tactical steps they took to bring a first-party data and AI strategy to customer acquisition– including how they built predictive models for customer quality and connected Databricks to their ecosystem through Hightouch’s Composable CDP. If you’re supporting an advertising team or are looking for real strategies to take home from this conference that can transform your business: this session is for you.

Maximize the value of your company’s marketing efforts with Data Intelligence for Marketing. Databricks provides seamless, out-of-the-box integration with your ecosystem, empowering every marketer with self-serve insights. And with AI-driven CDP, you get a complete view of customers and campaigns.

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.

Analytics has long been the end goal for data teams— standing up dashboards and exporting reports for business teams. But what if data teams could extend their work directly into the tools business teams use?

The next evolution for data teams is Activation. Smart organizations use reverse ETL to extend the value of Databricks by syncing data directly into business platforms, making their lakehouse a Customer Data Platform (CDP). By making Databricks the single source of truth for your data, you can create business models in your lakehouse and serve them directly to your marketing tools, ad networks, CRMs, and more. This saves time and money, unlocks new use cases for your data and turns data team efforts into revenue generating activities.

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