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TMBThanachart Bank invests in smarter personalization with advanced analytics on Databricks
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Description
Thai bank TMBThanachart migrated its in-house Delphi personalization engine to Azure Databricks with Unity Catalog and Lakeflow Jobs, reaching 5.5 million customers (up from 500,000), achieving a 10x increase in targeted offer capacity and 2x faster digital sales growth, while cutting insight latency from two days to under one.
…architecture, unlocking real-time analytics and AI-driven capabilities. Today, TTB reaches 5.5 million customers with hyperpersonalized services, delivers targeted offers at 10x the previous capacity and has doubled digital sales growth — all while enhancing fraud prevention and operational efficiency. The transfor…
…reach 5.5 million customers, a dramatic increase from the previous 500K limit. Insights are near real time, reducing delays from two days to just one day (or less) for most sources, while enabling streaming data processing. Dedicated environments have minimized system breakdown risks, ensuring stabilit…
Company
TMBThanachart Bank
…tal sales growth 5.5M Customers reached with personalized products and services TMBThanachart Bank (TTB), one of Thailand’s top five banks, is at the forefront of financial innovation, serving millions of customers with personalized banking solutions. However, their legacy data infrastructure constrained their ability to scale pe…
Country
Thailand
…tal sales growth 5.5M Customers reached with personalized products and services TMBThanachart Bank (TTB), one of Thailand’s top five banks, is at the forefront of financial innovation, serving millions of customers with personalized banking solutions. However, their legacy data infrastructure constrained their ability to scale pe…
Industry
Financial Services
…ay ahead of customer expectations and industry trends.” Share this post Details Industry : Financial Services Use Case : Data Science , Data Warehousing , Data Engineering Cloud : Azure Pro…
Problem
TTB's on-premises data infrastructure limited personalized products and services to just 500,000 customers, with batch processing causing a two-day data latency lag, shared resource constraints raising system breakdown risk, and numerous dependencies making the architecture too inflexible to quickly deploy new features.
…nd loyalty through omnichannel marketing and AI-driven insights. Unfortunately, their on-premises data infrastructure limited scalability, restricting personalized products and services to just 500,000 customers. Batch processing caused high data latency and delays in insights, due to a two…
…lity, restricting personalized products and services to just 500,000 customers. Batch processing caused high data latency and delays in insights, due to a two-day lag time and inability to handle streaming data. Shared resource constraints heightened the risk of system breakdowns, increasin…
Solution
TTB migrated their in-house Delphi personalization engine to a unified lakehouse on Azure Databricks, integrating with Google Cloud Pub/Sub and Azure Event Hub, adopting Unity Catalog for centralized data governance across teams and partners, and using Databricks Lakeflow Jobs to orchestrate and automate data pipelines, enabling real-time processing for hyperpersonalized recommendations, fraud detection and propensity scoring.
…owering exceptional customer experiences with the Databricks Data + AI Platform Migrating Delphi to the cloud via Azure Databricks provided TTB with a more adaptable and scalable environment. The integration with existing cloud services, such as Google Cloud Pub/Sub and…
…Governance was a top priority for TTB as they expanded their use of analytics. By adopting Unity Catalog, TTB established centralized data governance across teams and partner ecosystems, ensuring secure and efficient data access. “Unity Catalog enables us to collaborate across departments while maintaining s…
…e AI and analytics safely.” To orchestrate and automate complex data workflows, TTB leveraged Databricks Lakeflow Jobs, enabling efficient, end-to-end data pipeline management. Lakeflow Jobs streamlined the integration of data from diverse sources, enhance…
Business value
Personalized products and services now reach 5.5 million customers, up from the previous 500K limit, with TTB achieving a 10x increase in card generation capacity for highly targeted offers and a 2x acceleration in digital sales growth, while insight latency dropped from two days to about one day and TTB reached 100% adoption of Unity Catalog.
…consistent, robust data governance across the bank and their partner ecosystem. Personalized products and services now reach 5.5 million customers, a dramatic increase from the previous 500K limit. Insights are near real time, reducing delays from two days to just one day (or…
…ing time to market. With Databricks powering the Delphi Personalization Engine, TTB achieved a 10x increase in card generation capacity, enabling the delivery of highly targeted offers to millions of customers. This contributed to a dramatic 2x acceleration in digital sales growth, includi…
…city, enabling the delivery of highly targeted offers to millions of customers. This contributed to a dramatic 2x acceleration in digital sales growth, including increased adoption of credit cards, deposits and other financial products. The Delphi Personalization Engine now processes 4.3 billion data points daily a…
AI capabilities
Recommendation & Personalization, Fraud & Anomaly Detection, Predictive Analytics
…ricks Data + AI Platform, TTB enhanced their ability to process real-time data, enabling Delphi to deliver hyperpersonalized recommendations and identify fraudulent activities as they occur. The platform’s support for machine learning models allowed TTB to refine their…
Technology
Delta Lake, Lakeflow Jobs, Unity Catalog
…ces Use Case : Data Science , Data Warehousing , Data Engineering Cloud : Azure Product : Delta Lake , Lakeflow Jobs , Unity Catalog Ready to get started? Try Databricks for free Learn more about our product Talk…
Deployment model
cloud
…inancial Services Use Case : Data Science , Data Warehousing , Data Engineering Cloud : Azure Product : Delta Lake , Lakeflow Jobs , Unity Catalog Ready to get started? Try…
Deployment options
cloud
…inancial Services Use Case : Data Science , Data Warehousing , Data Engineering Cloud : Azure Product : Delta Lake , Lakeflow Jobs , Unity Catalog Ready to get started? Try…
Headline outcome
…analytics 10x Increase in highly targeted offer 2x Faster digital sales growth 5.5M Customers reached with personalized products and services TMBThanachart Bank (TTB), one of Thailand’s top five banks, is at the forefront…
Use case type
Personalisation
…ricks Data + AI Platform, TTB enhanced their ability to process real-time data, enabling Delphi to deliver hyperpersonalized recommendations and identify fraudulent activities as they occur. The platform’s support for machine learning models allowed TTB to refine their…
Capture details
- Captured
- 09 Sept 2026, 06:05 UTC
- Extractor
- fetch-strip@1
- Snapshot hash
- c39d890e238ebb79fcefffe8fe275996e2810234ed6d1bead723f67aef63ae65