Building a Financial Services Customer 360 and Agentic Decision Engine on Databricks

Barclays, a global financial services giant, is overhauling its customer data strategy to unify data across multiple business units and enable next-generation personalization. Join us as the Barclays Enterprise Data Platform (EDP) team and Databricks discuss their journey to build an “Open Party Platform"” (C360) on the Databricks Lakehouse. This talk will cover how they are tackling critical, high-pain challenges including: mitigating vendor lock-in from legacy systems, achieving true cross-business unit data standardization and implementing advanced identity resolution and linking using machine learning (including GNNs). Furthermore, they will delve into the architecture for a future-proof, agent-based decisioning engine that powers unified customer outreach and cross-sell/upsell opportunities, all while ensuring low-latency data serving for operational use cases.