Ankur Jain

In this session, Acxiom and Lovelytics share how they partnered with Databricks to rebuild Data & Identity services as a native application layer on the Databricks Data Intelligence Platform. Attendees will learn how standardizing identity across first-, second-, and third-party data, leveraging Databricks clean rooms, and enabling zero-data-movement architectures improved performance, accelerated innovation, and enabled secure collaboration. The session showcases a real-world industry use case demonstrating measurable impact. Acxiom, an Omnicom company, is a leading provider in data, identity, and marketing technology, supporting organizations in leveraging customer data at scale. Lovelytics is the largest pureplay Databricks consulting partner, with a proven track record of delivering over $2B in measurable business value across 500+ successful projects.

Enterprise marketing analytics is constrained not by data, but by specialization and handoffs. Translating business intent into reusable strategies takes weeks across multiple teams. In partnership with Acxiom, Prophecy built a specialized AI agent that transforms business intent into production-grade, governed data pipelines. The agent learns schema, relationships and data distributions, understands business intent, automatically invokes analytical models (propensity, affinity, segmentation) and compiles deterministic Spark and SQL workflows executed on Databricks under Unity Catalog governance. What once required multiple teams and weeks of iteration is reduced to a swift, flexible, governed conversational workflow executed by a single marketer - no SQL, no handoffs. This architecture embeds institutional knowledge into reusable AI skills, enabling marketers while maintaining full auditability, lineage and reproducibility, fundamentally reshaping how marketing teams operate.

Acxiom receives inbound customer feeds that are transformed into a trusted, activation-ready Gold layer in Snowflake, enriched and identity-resolved into a governed customer/entity view, and protected with encrypted sensitive data controls. The business challenge isn’t whether we store and govern the data, it’s how fast leaders can turn data into decisions that improve campaign ROI while reducing risk. In this session, we show how Snowflake CoWork enables marketers, analytics leads and executives to interact with governed Gold data in plain language to get board-ready answers and recommended actions without waiting on backlogs or writing SQL.

I’ve used pandas for years, but as my data grew, my local workflows started to slow down. Joins got sluggish, memory errors showed up, and simple tasks became harder to manage. That’s when I found DuckDB, a fast, in-process SQL engine that brought the speed and flexibility I was missing. This...

Marketing teams struggle with ‘dirty data’ — incomplete, inconsistent, and inaccurate information that limits campaign effectiveness and reduces the accuracy of AI agents. Our AI-powered marketing data management platform, built on Databricks, solves this with anomaly detection, ML-driven transformations and the built-in Acxiom Referential Real ID Graph with Data Hygiene.We’ll showcase how Delta Lake, Unity Catalog and Lakeflow Declarative Pipelines power our multi-tenant architecture, enabling secure governance and 75% faster data processing. Our privacy-first design ensures compliance with GDPR, CCPA and HIPAA through role-based access, encryption key management and fine-grained data controls.Join us for a live demo and Q&A, where we’ll share real-world results and lessons learned in building a scalable, AI-driven marketing data solution with Databricks.