CUSTOMER STORY | DEICHMANN SE: Operationalizing customer data for omnichannel marketing

Tushar_Parekar — Thu, 11 Jun 2026 15:10:23 GMT

"The lakebase architecture makes it easier to operationalize analytics data and use the same governed data across analytics, data science, and e-commerce marketing."
- Kevin Haferkamp, Head of Data Platform & Engineering CoE, IT Data & Analytics, DEICHMANN SE

DEICHMANN SE, Europe’s largest footwear retailer, is using Databricks Lakebase to turn governed lakehouse data into action for omnichannel marketing. By connecting analytics and activation more directly, the team can support e-commerce marketing across Europe with less engineering effort and a faster path from data product to campaign execution.

Key highlights:

3 clicks to replace a publishing pipeline: Lakebase makes it possible to stand up table synchronization for operational use cases in seconds instead of building and maintaining custom external pipelines.
One governed data foundation: DEICHMANN can use the same trusted data across analytics, data science, and e-commerce marketing without duplicating infrastructure.
Less engineering dependency for CRM teams: Marketing teams can trigger synchronization within defined guardrails, reducing the need for constant hands-on support from engineering.
Production-ready activation across Europe: The architecture is already live for e-commerce marketing and connected to SAP Emarsys as the downstream activation platform.
Built for future operational use cases: DEICHMANN sees Lakebase as a strategic foundation for expanding customer data activation as new business needs emerge.

Curious how DEICHMANN is closing the gap between analytics and customer engagement with a simpler, governed architecture?

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CUSTOMER STORY | DEICHMANN SE: Operationalizing customer data for omnichannel marketing