Case Study: TTB achieves real-time, hyperpersonalized banking at scale with Databricks

Investing in smarter personalization with advanced analytics

TTB, one of Thailand’s top five banks, needed a more scalable way to deliver personalized banking and fraud detection as its legacy on-premises data infrastructure created high latency, limited scalability, and inflexibility. Working with Databricks and its Data Intelligence Platform, TTB set out to modernize its in-house Delphi personalization engine and support its “segment of one” strategy.

Databricks helped TTB migrate data and Delphi to a unified lakehouse architecture, enabling real-time analytics and AI-driven personalization. As a result, TTB expanded hyperpersonalized services to 5.5 million customers, increased targeted offers to 10x previous capacity, and doubled digital sales growth, while also improving fraud prevention and operational efficiency.

TTB

Naris Sathapholdeja

Chief of Data and Analytics Group