Measuring the true incremental impact of media spend remains one of the toughest problems in marketing, especially in an era where privacy limits user-level tracking. This talk examines how geo-lift incrementality testing can be utilized to accurately measure the true causal impact of marketing and media channels. Attendees will learn what design decisions matter, how to analyze results, and common pitfalls to avoid when running marketing incrementality tests. The goal is to bring causal inference theory into real-world measurement, enabling practitioners to make informed, data-driven decisions with confidence.

Your Marketing Mix Model is only as good as the library you build it on. But how do you choose between PyMC-Marketing and Google Meridian when the feature lists look so similar? You need hard evidence, not marketing claims. Which library is actually faster on multi-geo data? Do their different statistical approaches (splines vs. Fourier series) lead to different budget decisions?

This talk delivers that evidence. We present a rigorous, open-source benchmark that stress-tests both libraries on the metrics that matter in production. Using a synthetic dataset that replicates real-world ad spend patterns, we measure:

• Speed: Effective sample size per second (ESS/s) across different data scales.
• Accuracy: How well each model recovers both sales figures and true channel contributions.
• Reliability: A deep dive into convergence diagnostics and residual analysis.
• Resources: The real memory cost of fitting these models.

You'll walk away from this session with a clear, data-driven verdict, ready to choose the right tool and defend that choice to your team.

Ad and marketing teams are racing to harness text-to-image models, but creating high-quality, on-brand visuals at production scale has remained unsolved. Until now. Generating marketing images isn’t just about automation; it’s about balancing speed, creative fidelity, and brand alignment—which has never before been explored in a scalable, production-ready workflow with agents. In this breakout session, discover the challenges of bringing text-to-image into real-world campaigns and the breakthrough that makes it possible. Join this session to learn how to create scalable, robust, and brand-aligned agentic workflows using Nova Canvas and Nova Pro, and see how AI can supercharge your creative pipeline.

Learn more: More AWS events: https://go.aws/3kss9CP

Subscribe: More AWS videos: http://bit.ly/2O3zS75 More AWS events videos: http://bit.ly/316g9t4

ABOUT AWS: Amazon Web Services (AWS) hosts events, both online and in-person, bringing the cloud computing community together to connect, collaborate, and learn from AWS experts. AWS is the world's most comprehensive and broadly adopted cloud platform, offering over 200 fully featured services from data centers globally. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—are using AWS to lower costs, become more agile, and innovate faster.

AWSreInvent #AWSreInvent2025 #AWS

In this lightning talk we show practical approaches for integrating AI agents and tools into your existing workflows, helping you boost productivity and innovation. We review real-world examples from engineering, marketing, and other key business functions. You'll gain insights into how you can find and leverage ready-to-use third-party tools and agents to accelerate and streamline your AI initiatives.

Learn more: More AWS events: https://go.aws/3kss9CP

Subscribe: More AWS videos: http://bit.ly/2O3zS75 More AWS events videos: http://bit.ly/316g9t4

ABOUT AWS: Amazon Web Services (AWS) hosts events, both online and in-person, bringing the cloud computing community together to connect, collaborate, and learn from AWS experts. AWS is the world's most comprehensive and broadly adopted cloud platform, offering over 200 fully featured services from data centers globally. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—are using AWS to lower costs, become more agile, and innovate faster.

AWSreInvent #AWSreInvent2025 #AWS

Shantanu Narayen shares how Adobe works with AWS to transform digital experiences with innovative AI capabilities for business professionals and consumers, creators and creative professionals, and marketing professionals and IT professionals.

Learn more about AWS events: https://go.aws/events

Subscribe: More AWS videos: http://bit.ly/2O3zS75 More AWS events videos: http://bit.ly/316g9t4

ABOUT AWS Amazon Web Services (AWS) hosts events, both online and in-person, bringing the cloud computing community together to connect, collaborate, and learn from AWS experts. AWS is the world’s most comprehensive and broadly adopted cloud platform, offering over 200 fully featured services from data centers globally. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—are using AWS to lower costs, become more agile, and innovate faster.

AWSreInvent #AWSEvents

Marketing teams require AI agents capable of orchestrating complex campaigns with enterprise controls. This session explores Epsilon's production-ready multi-agent system built with Amazon Bedrock AgentCore for intelligent marketing campaigns. Learn to implement secure agent collaboration using AgentCore Runtime for parallel execution, Gateway for controlled data access, and Identity for granular permissions. We'll cover architectural patterns for asynchronous workflows, demonstrate personalized content generation with brand consistency, and explore real-time campaign monitoring through AgentCore Observability. You'll gain proven patterns for building autonomous marketing agents that execute multistep workflows, scale to thousands of concurrent campaigns, and maintain complete auditability.

Learn more: More AWS events: https://go.aws/3kss9CP

Subscribe: More AWS videos: http://bit.ly/2O3zS75 More AWS events videos: http://bit.ly/316g9t4

ABOUT AWS: Amazon Web Services (AWS) hosts events, both online and in-person, bringing the cloud computing community together to connect, collaborate, and learn from AWS experts. AWS is the world's most comprehensive and broadly adopted cloud platform, offering over 200 fully featured services from data centers globally. Millions of customers—including the fastest-growing startups, largest enterprises, and leading government agencies—are using AWS to lower costs, become more agile, and innovate faster.

AWSreInvent #AWSreInvent2025 #AWS

Small and medium businesses need to be able to scale rapidly in this era of viral marketing moments, and AI agents are key to unlocking success at scale. With agents, SMBs can add capacity to their workforce, standardize business processes, and launch new business models with ease. In this session we will share how agents in Business Central are helping businesses thrive from sales order taking to making sure vendors are paid on time.

Discover Adobe's AI-first strategy to get ahead of the challenges of surging content demands, evolving discovery and engagement, and disconnected technologies. Explore examples in this session that show how teams working on marketing specific use cases can leverage Adobe and Microsoft’s interoperable AI tools with Microsoft Foundry to connect workflows, expand team capacity, deliver personalization at scale with enterprise-grade trust and controls.

What does it take to turn AI innovation into measurable business impact?

Join Kathleen Mitford, Corporate Vice President of Industry Marketing at Microsoft, for a conversation with industry leaders transforming their organizations with agentic AI.

Hear how they started, what’s driving results, and how ideas and learnings from one industry can inspire another—helping you move from experimentation to impact and become Frontier with AI.

Delivered in a silent stage breakout.

At Target, creating relevant guest experiences at scale takes more than great creative — it takes great data. In this session, we’ll explore how Target’s Data Science team is using first-party data, machine learning, and GenAI to personalize marketing across every touchpoint.

You’ll hear how we’re building intelligence into the content supply chain, turning unified customer signals into actionable insights, and using AI to optimize creative, timing, and messaging — all while navigating a privacy-first landscape. Whether it’s smarter segmentation or real-time decisioning, we’re designing for both scale and speed.

In a rapidly evolving advertising landscape where data, technology, and methodology converge, the pursuit of rigorous yet actionable marketing measurement is more critical—and complex—than ever. This talk will showcase how modern marketers and applied data scientists employ advanced measurement approaches—such as Marketing Mix Modeling (frequentist and Bayesian) and robust experimental designs, including randomized control trials and synthetic control-based counterfactuals—to drive causal inference in advertising effectiveness for meaningful business impact.

The talk will also address emergent aspects of applied marketing science- namely open-source methodologies, digital commerce platforms and artificial intelligence usage. Innovations from industry giants like Google and Meta, as well as open-source communities exemplified by PyMC-Marketing, have democratized access to advancement in methodologies. The emergence of digital commerce platforms such as Amazon and Walmart and the rich data they bring forward is transforming how customer journeys and campaign effectiveness are measured across channels. Artificial Intelligence is accelerating every facet of the data science workflow, streamlining processes like coding, modeling, and rapid prototyping (“vibe coding”) to enabling the integration of neural networks and deep learning techniques into traditional MMM toolkits. Collectively, these provide new and easy ways of quick experimentation and learning of complex nonlinear dynamics and hidden patterns in marketing data

Bringing these threads together, the talk will show how Ovative Group—a media and marketing technology firm—integrates domain expertise, open-source solutions, strategic partnerships, and AI automation into comprehensive measurement solutions. Attendees will gain practical insights on bridging academic rigor with business relevance, empowering careers in applied data science, and helping organizations turn marketing analytics into clear, actionable strategies.

Traditional budget planners chase the highest predicted return and hope for the best. Bayesian models take the opposite route: they quantify uncertainty first, then let us optimize budgets with that uncertainty fully on display. In this talk we’ll show how posterior distributions become a set of possible futures, and how risk‑aware loss functions convert those probabilities into spend decisions that balance upside with resilience. Whether you lead marketing, finance, or product, you’ll learn a principled workflow for turning probabilistic insight into capital allocation that’s both aggressive and defensible—no black‑box magic, just transparent Bayesian reasoning and disciplined risk management.

Consumer choice models are an important part of product innovation and market strategy. In this talk we'll see how they can be used to learn about substitution goods and market shares in competitive markets using PyMC marketing's new consumer choice module.

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.