{"slug":"operationalizing-analytics-data-at-scale-deichmann-se","url":"https://findausecase.com/use-cases/operationalizing-analytics-data-at-scale-deichmann-se","title":"Operationalizing Analytics Data at Scale (DEICHMANN SE)","description":"DEICHMANN SE, Europe's largest footwear retailer with roughly 4,700 stores in more than 30 countries and about 8.7 billion euros in 2024 revenue, adopted Databricks Lakebase, a managed PostgreSQL database integrated with its Databricks Lakehouse, to activate governed customer and product data for e-commerce marketing without building separate integration pipelines. Lakebase reduced a data-product publishing pipeline to 3 clicks and about 30 seconds, and is now in production across Europe feeding SAP Emarsys for e-commerce marketing.","company":"DEICHMANN SE","industry":"Retail","country":"Germany","aiCapabilities":["Predictive Analytics"],"businessFunctions":["Marketing"],"technology":["Databricks Lakebase","Databricks SQL","Delta Lake","Spark Declarative Pipelines","Unity Catalog","SAP Emarsys"],"deployment":"Public Cloud","problemStatement":"“The integration gap between our data lakehouse and marketing platform required ongoing engineering intervention,” explained Kevin Haferkamp, Head of Data Platform & Engineering CoE, IT Data & Analytics. “We needed a self-service solution that would let CRM teams access the customer data they needed without constant technical support.”","solutionApproach":"The breakthrough came with Databricks Lakebase, a managed PostgreSQL database that aligned with DEICHMANN's architectural vision. Lakebase offers an OLTP database solution directly integrated with the Databricks Lakehouse, enabling the team to serve data from their analytics layer into operational applications with minimal overhead. Data engineers and software engineers manage synchronization logic and guardrails, while platform engineering teams focus on instance setup and governance standards; CRM teams can then trigger data synchronization to support campaign execution without relying on constant engineering support. The Lakebase instance supporting this use case is in production across Europe for e-commerce marketing and integrates with SAP Emarsys as the downstream activation platform.","businessValue":"With Lakebase in place, DEICHMANN can activate a broader set of customer and product data for e-commerce marketing workflows with less operational effort than before. “Having three clicks taking maybe 30 seconds, then you have your synchronization job of a table available,” said Haferkamp. “Any other effort in programming the pipeline to sync to an external database is unbeatable.”","evidence":{"band":"high"},"sourceUrl":"https://www.databricks.com/customers/deichmann/lakebase","dates":{"publishedAt":"2026-08-30T09:04:22.977Z","publishedAtSource":"pipeline","updatedAt":"2026-08-30T09:04:22.977Z"},"license":"Open for reading and citing with a link to https://findausecase.com/use-cases/operationalizing-analytics-data-at-scale-deichmann-se. Bulk republication requires permission."}