How to Run Marketing Campaigns on Databricks

This session introduces how marketers – and the data teams that support them – can run agentic campaign planning, insights and execution on Databricks, where AI agents use lakehouse data and models to decide what content to send, when to send it, and to which audience. Join us to see how agentic workflows close the loop between customer data, marketing decisions, and execution.

In this session, you’ll learn: 

• How to build audiences for marketing campaigns using data in Lakehouse 
• How to connect to marketing execution channels via reverse ETL
• How to map personalization variables and trigger one-off and micro-batch sends
• How performance signals like opens, clicks, and conversions can flow back into lakehouse