From Dashboards to Decisioning: How We Rebuilt Marketing

Every enterprise marketing organization is trying to escape the same trap: fragmented data, backward-looking reporting, and AI pilots that never make it into daily operations. At Databricks, we decided not to layer AI on top of a broken foundation — we rebuilt the foundation first.In this session, we’ll walk through our end-to-end transformation from descriptive analytics to AI-driven insight and activation, powered entirely by the Lakehouse. We’ll show how consolidating marketing signals into a governed, scalable data architecture unlocked a new operating model: real-time intelligence accessible to non-technical marketers, AI-assisted decisioning embedded in workflows, and closed-loop activation across our CDP.We'll talk about the vision, what worked, what broke, and what changed in how marketing teams plan, execute, and measure impact.