--- title: The agentic marketing stack starts with the data layer description: Ankur Jain, Chief Cloud and Data Modernization Officer at Acxiom, argues that data modernization must precede agentic AI adoption — not run in parallel. After... canonical: https://daily.dev/posts/the-agentic-marketing-stack-starts-with-the-data-layer-0dci5crw0 twitter:card: summary_large_image twitter:site: @dailydotdev og:type: website og:site_name: daily.dev og:title: The agentic marketing stack starts with the data layer | daily.dev og:description: Ankur Jain, Chief Cloud and Data Modernization Officer at Acxiom, argues that data modernization must precede agentic AI adoption — not run in parallel. After... og:url: https://daily.dev/posts/the-agentic-marketing-stack-starts-with-the-data-layer-0dci5crw0 og:image: https://api.daily.dev/og/posts/0DCI5crw0.png og:image:alt: The agentic marketing stack starts with the data layer og:image:width: 1200 og:image:height: 630 og:locale: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # The agentic marketing stack starts with the data layer **[databricks](https://daily.dev/sources/databricks)** · 9 min read · 1 upvotes · 0 comments ## Summary Ankur Jain, Chief Cloud and Data Modernization Officer at Acxiom, argues that data modernization must precede agentic AI adoption — not run in parallel. After migrating from on-premises Hadoop to Databricks, Acxiom achieved 80-90% faster pipeline runtimes, reducing workloads from days to hours. The company is now building agentic marketing workflows that automate audience planning, media buying, and campaign activation using proprietary customer data. Key principles include embedding AI natively into client environments, maintaining human-in-the-loop governance for PII and regulated content, and shifting from file-based data delivery to native agentic integrations including clean room solutions. The core message: organizations that skip the data foundation step will eventually discover it was never optional. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [Agentic AI and the Future of Advertising: Why the Next Frontier Runs on Unified Data](https://daily.dev/posts/agentic-ai-and-the-future-of-advertising-why-the-next-frontier-runs-on-unified-data-u2dkpjrzj) · databricks · 0 upvotes · 0 comments - [The last mile: why great first-party data still doesn't make great marketing](https://daily.dev/posts/the-last-mile-why-great-first-party-data-still-doesn-t-make-great-marketing-k68zgkdhn) · databricks · 0 upvotes · 0 comments - [Why agentic analytics starts with a well-governed data layer](https://daily.dev/posts/why-agentic-analytics-starts-with-a-well-governed-data-layer-rncuuo0w3) · databricks · 0 upvotes · 0 comments --- Tags: [#big-data](https://daily.dev/tags/big-data), [#databricks](https://daily.dev/tags/databricks), [#agentic-ai](https://daily.dev/tags/agentic-ai) [View this post on daily.dev](https://daily.dev/posts/the-agentic-marketing-stack-starts-with-the-data-layer-0dci5crw0) ```json {"@context":"https://schema.org","@graph":[{"@type":"Organization","@id":"https://daily.dev/#organization","name":"daily.dev","url":"https://daily.dev","logo":{"@type":"ImageObject","url":"https://daily.dev/apple-touch-icon.png","width":180,"height":180},"sameAs":["https://twitter.com/dailydotdev","https://github.com/dailydotdev","https://www.linkedin.com/company/daily-dev-ltd"]},{"@type":"WebSite","@id":"https://daily.dev/#website","url":"https://daily.dev","name":"daily.dev","publisher":{"@id":"https://daily.dev/#organization"},"potentialAction":{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https://daily.dev/search?q={search_term_string}"},"query-input":"required name=search_term_string"}}]} {"@context":"https://schema.org","@type":"TechArticle","headline":"The agentic marketing stack starts with the data layer","url":"https://daily.dev/posts/the-agentic-marketing-stack-starts-with-the-data-layer-0dci5crw0","mainEntityOfPage":{"@type":"WebPage","@id":"https://daily.dev/posts/the-agentic-marketing-stack-starts-with-the-data-layer-0dci5crw0"},"datePublished":"2026-07-10T19:08:58.127Z","dateModified":"2026-07-10T20:21:38.549Z","description":"Ankur Jain, Chief Cloud and Data Modernization Officer at Acxiom, argues that data modernization must precede agentic AI adoption — not run in parallel. 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