Inside The Hybrid Data Strategy Powering Atlassian's Soaring Growth

Over the past 20+ years, Atlassian has grown from Jira to over 15 products that help teams collaborate more efficiently. However, as they continued to scale to new heights and develop increasingly complex data models, they saw a critical need to evolve their tech stack for enterprise success. After moving away from Bundled CDPs that boxed IT teams into restrictive architecture to a Composable infrastructure built on Databricks, the data teams empowered marketers to move 65% faster with 71% higher converting audiences. But there was more data pipeline efficiency to unlock beyond ReverseETL. Hear how Atlassian is embracing hybrid data storage – with the optionality to query from ActionIQ’s Composable CDP and Databricks simultaneously. We’ll discuss the strategy and results of reduced data copy, including how it has enabled marketers to execute more complex use cases like omnichannel journeys and personalization without reliance on data teams or sacrificing governance.