Aaron Beyer

In today’s rapidly evolving marketing landscape, global and multi market teams in companies like Mastercard face unprecedented complexity - fragmented Martech tools, siloed data, proliferating channels, and stricter privacy regulations. The results are shallow insights, weaker personalization, and difficulty measuring ROI across channels. A unified data platform built on a governed, scalable data lake addresses these challenges by integrating global data into a single source of truth, enabling identity resolution, advanced segmentation, real time activation, and consistent full funnel insights. We will explore how Mastercard is building a CDP in Databricks with marketing data sources powered by Unity Catalog. Using Data Vault modeling within the CDP allows data to be onboarded easily and enables teams to ingest data quickly. Finally, we will cover how Unity Catalog enables governance, ensuring each team has access to only the data they need, while sensitive attributes remain protected.