Zachary Van Doren

GM has leveraged their robust data foundations and modeling expertise to drive measurable marketing outcomes. Leveraging the Databricks platform and Acxiom product offerings, GM has built an intelligence layer across the customer lifecycle, applying identity resolution, propensity modeling, and audience optimization to power smarter, faster decisioning across channels.By operationalizing these capabilities at scale, GM is sharpening audience targeting, increasing marketing effectiveness, and accelerating time-to-activation across its brand portfolio. This session explores how GM and Acxiom are translating data infrastructure investments into real, quantifiable impact, and what it takes to make intelligence-driven marketing a repeatable, scalable practice.