Traditional streaming works great when your data source is append-only, but what if your data source includes updates and deletes? At 84.51 we used Lakeflow Declarative Pipelines and Delta Lake to build a streaming data flow that consumes inserts, updates and deletes while still taking advantage of streaming checkpoints. We combined this flow with a materialized view and Enzyme incremental refresh for a low-code, efficient and robust end-to-end data flow.We process around 8 million sales transactions each day with 80 million items purchased. This flow not only handles new transactions but also handles updates to previous transactions.Join us to learn how 84.51 combined change data feed, data streaming and materialized views to deliver a “better together” solution.84.51 is a retail insights, media & marketing company. We use first-party retail data from 60 million households sourced through a loyalty card program to drive Kroger’s customer-centric journey.

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

The Pacers Sports Group has had an amazing year. The Indianapolis Pacers in the NBA finals for the first time in 25 years. The Fever are setting attendance and viewership records with WNBA celebrity Caitlin Clark. Hear how they have transformed their data and AI capabilities for marketing, fan behavior insights, season ticket propensity models, and democratization to their non-technical personas. And receiving a 12,000x cost reduction down to just $8 a year switching to Databricks.

Discover how leading ad techs and agencies — including Magnite, LG Ads, MiQ and Publicis Influential — leverage Databricks to power the advertising and marketing ecosystem.

This talk dives into leveraging GenAI to scale sophisticated decision intelligence. Learn how an AI copilot interface simplifies running complex Bayesian probabilistic models, accelerating insight generation, and accurate decision making at the enterprise level. We talk through techniques for deploying AI agents at scale to simulate market dynamics or product feature impacts, providing robust, data-driven foresight for high-stakes innovation and strategy directly within your Databricks environment. For marketing teams, this approach will help you leverage autonomous AI agents to dynamically manage media channel allocation while simulating real-world consumer behavior through synthetic testing environments.

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.

Tired of data silos and the constant need to move copies of your data across different systems? Imagine a world where all your enterprise data is readily available in Databricks without the cost and complexity of duplication and ingestion. Our vision is to break down these silos by enabling seamless, zero-copy data sharing across platforms, clouds, and regions. This unlocks the true potential of your data for analytics and AI, empowering you to make faster, more informed decisions leveraging your most important enterprise data sets. This session you will hear from Databricks, SAP, and Salesforce product leaders on how zero-copy data sharing can unlock the value of enterprise data. Explore how Delta Sharing makes this vision a reality, providing secure, zero-copy data access for enterprises.SAP Business Data Cloud: See Delta Sharing in action to unlock operational reporting, supply chain optimization, and financial planning. Salesforce Data Cloud: Enable customer analytics, churn prediction, and personalized marketing.

Traditionally, spam emails are messages a user does not want, containing some kind of threat like phishing. Because of this, detection systems can focus on malicious content or sender behavior. List bombing upends this paradigm. By abusing public forms such as marketing signups, attackers can fill a user's inbox with high volumes of legitimate mail. These emails don't contain threats, and each sender is following best practices to confirm the recipient wants to be subscribed, but the net effect for an end user is their inbox being flooded with dozens of emails per minute. This talk covers the the exploration and implementation for identifying this attack in our company's anti-spam telemetry: from reading and writing to Kafka, Delta table streaming for ETL workflows, multi-table liquid clustering design for efficient table joins, curating gold tables to speed up critical queries and using Delta tables as an auditable integration point for interacting with external services.

At Plexure, we ingest hundreds of millions of customer activities and transactions into our data platform every day, fuelling our personalisation engine and providing insights into the effectiveness of marketing campaigns.We're on a journey to transition from infrequent batch ingestion to near real-time streaming using Azure Event Hubs and Lakeflow Declarative Pipelines. This transformation will allow us to react to customer behaviour as it happens, rather than hours or even days later.It also enables us to move faster in other ways. By leveraging a Schema Registry, we've created a metadata-driven framework that allows data producers to: Evolve schemas with confidence, ensuring downstream processes continue running smoothly. Seamlessly publish new datasets into the data platform without requiring Data Engineering assistance. Join us to learn more about our journey and see how we're implementing this with Lakeflow Declarative Pipelines meta-programming - including a live demo of the end-to-end process!

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.

Feastables, founded by YouTube sensation MrBeast, partnered with Engine to build a modern, AI-enabled BI ecosystem that transforms complex, disparate data into actionable insights, driving smarter decision-making across the organization. In this session, learn how Engine, a Built-On Databricks Partner, brought expertise combined with strategic partnerships that enabled Feastables to rapidly stand up a secure, modern data estate to unify complex internal and external data sources into a single, permissioned analytics platform. Feastables unlocked the power of cross-functional collaboration by democratizing data access throughout their enterprise and seamlessly integrating financial, retailer, supply chain, syndicated, merchandising and e-commerce data. Discover how a scalable analytics framework combined with advanced AI models and tools empower teams with Smarter BI across sales, marketing, supply chain, finance and executive leadership to enable real-time decision-making at scale.

AI/BI Genie has transformed self-service analytics for the Databricks Marketing team. This user-friendly conversational AI tool empowers marketers to perform advanced data analysis using natural language — no SQL required. By reducing reliance on data teams, Genie increases productivity and enables faster, data-driven decisions across the organization. But realizing Genie’s full potential takes more than just turning it on. In this session, we’ll share the end-to-end journey of implementing Genie for over 200 marketing users, including lessons learned, best practices and the real business impact of this Databricks-on-Databricks solution. Learn how Genie democratizes data access, enhances insight generation and streamlines decision-making at scale.

In this presentation, we showcase Reckitt’s journey to develop and implement a state-of-the-art Gen AI platform, designed to transform enterprise operations starting with the marketing function. We will explore the unique technical challenges encountered and the innovative architectural solutions employed to overcome them. Attendees will gain insights into how cutting-edge Gen AI technologies were integrated to meet Reckitt’s specific needs. This session will not only highlight the transformative impacts on Reckitt’s marketing operations but also serve as a blueprint for AI-driven innovation in the Consumer Goods sector, demonstrating a successful model of partnership in technology and business transformation.

With 75M+ Treats Rewards members, PetSmart knows how to build loyalty with pet parents. But recently, traditional email testing and personalization strategies weren’t delivering the engagement and growth they wanted—especially in the Salon business. This year, they replaced their email calendar and A/B testing with AI Decisioning, achieving a +22% incremental lift in bookings. Join Bradley Breuer, VP of Marketing – Loyalty, Personalization, CRM, and Customer Analytics, to learn how his team reimagined CRM using AI to personalize campaigns and dynamically optimize creative, offers, and timing for every unique pet parent. Learn: How PetSmart blends human insight and creativity with AI to deliver campaigns that engage and convert. How they moved beyond batch-and-blast calendars with AI Decisioning Agents to optimize sends—while keeping control over brand, messaging, and frequency. How using Databricks as their source of truth led to surprising learnings and better outcomes.

Despite the proliferation of cloud data warehousing, BI tools, and AI, spreadsheets are still the most ubiquitous data tool. Business teams in finance, operations, sales, and marketing often need to analyze data in the cloud data warehouse but don't know SQL and don't want to learn BI tools. AI tools offer a new paradigm but still haven't broadly replaced the spreadsheet. With new AI tools and legacy BI tools providing business teams access to data inside Databricks, security and governance are put at risk. In this session, Row Zero CEO, Breck Fresen, will share examples and strategies data teams are using to support secure spreadsheet analysis at Fortune 500 companies and the future of spreadsheets in the world of AI. Breck is a former Principal Engineer from AWS S3 and was part of the team that wrote the S3 file system. He is an expert in storage, data infrastructure, cloud computing, and spreadsheets.

The "Doordash Customer 360 Data Store" represents a foundational step in centralizing and managing customer profile to enable targeting and personalized customer experiences built on Delta Lake. This presentation will explore the initial goals and architecture of the Customer 360 Data Store, its journey to becoming a robust entity management framework, and the challenges and opportunities encountered along the way. We will discuss how the evolution addressed scalability, data governance and integration needs, enabling the system to support dynamic and diverse use cases, including customer lifecycle analytics, marketing campaign targeting using segmentation. Attendees will gain insight into key design principles, technical innovations and strategic decisions that transformed the system into a flexible platform for entity management, positioning it as a critical enabler of data-driven growth at Doordash. Audio for this session is delivered in the conference mobile app, you must bring your own headphones to listen.

Dropbox, a leading cloud storage platform, is on a mission to accelerate data insights to better understand customers’ needs and elevate the overall customer experience. By leveraging Fivetran’s data movement platform, Dropbox gained real-time visibility into customer sentiment, marketing ROI, and ad performance-empowering teams to optimize spend, improve operational efficiency, and deliver greater business outcomes.Join this session to learn how Dropbox:- Cut data pipeline time from 8 weeks to 30 minutes by automating ingestion and streamlining reporting workflows.- Enable real-time, reliable data movement across tools like Zendesk Chat, Google Ads, MySQL, and more — at global operations scale.- Unify fragmented data sources into the Databricks Data Intelligence Platform to reduce redundancy, improve accessibility, and support scalable analytics.

Nasdaq’s rapid growth through acquisitions led to fragmented client data across multiple Salesforce instances, limiting cross-sell potential and sales insights. To solve this, Nasdaq partnered with Slalom to build a unified Client Data Hub on the Databricks Lakehouse Platform. This cloud-based solution merges CRM, product usage, and financial data into a consistent, 360° client view accessible across all Salesforce orgs with bi-directional integration. It enables personalized engagement, targeted campaigns, and stronger cross-sell opportunities across all business units. By delivering this 360 view directly in Salesforce, Nasdaq is improving sales visibility, client satisfaction, and revenue growth. The platform also enables advanced analytics like segmentation, churn prediction, and revenue optimization. With centralized data in Databricks, Nasdaq is now positioned to deploy next-gen Agentic AI and chatbots to drive efficiency and enhance sales and marketing experiences.

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.

Consumer industries are being transformed by AI as physical and digital experiences converge. In this flagship session for retail, travel, restaurants and consumer goods attendees at Data + AI Summit, Databricks and a panel of industry leaders will explore how real-time data and machine learning are enabling brands to gain deeper consumer insights, personalize interactions and move closer to true 1:1 marketing. From AI agents shopping on behalf of consumers to consumer-centric supply chains, discover how the most innovative companies will use AI to reshape customer relationships and drive growth in an increasingly connected world.