Uploaded June 2026 | Updated September 2026, 3 weeks ago
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: databricks.com/product/business-intelligence/genie
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: databricks.com/product/business-intelligence/genie
