Databricks on Databricks: How Marketers Use Data 3x More with Genie, an AI Analytics Assistant

Description

Elizabeth Dobbs, AVP of Marketing Technology at Databricks, explains how our Marketing team built & implemented Marge, a conversational analytics assistant, on top of our Marketing Lakehouse foundation. Marge is the single biggest time saver for our Marketing Analytics team, helps marketers use data 3X more in their decisions, and is used by over 85% of our organization. Marge's strong adoption was driven by a few key mechanisms that ensure trust: a foundation of governed data in Unity Catalog, continuous feedback loops, close partnership with business stakeholders, and embedding Marge into behavioral workflows. TIMESTAMPS: 00:00 – Introduction to Databricks' Marketing Genie 01:48 – Challenges: Building a Unified Data Foundation 02:52 – Introducing Marge: The AI Marketing Assistant 04:49 – Ensuring Accuracy and Trust 07:34 – Strategies for Driving Adoption 09:31 – Measuring Business Impact 10:53 – Key Takeaways for Starting Your Journey Learn more about Genie: https://www.databricks.com/product/business-intelligence/genie