In the competitive sports betting industry, creating personalized customer experiences requires real-time data activation and sophisticated customer profiles. In this session, Julie Sabor from Hard Rock Digital will share how they've built a customer data infrastructure that processes over 4 billion events monthly. Learn how Hard Rock Digital leverages Segment as the central profile aggregator across their tech stack, enabling real-time event activation, profile enrichment, and event-based journeys. Julie will demonstrate how this architecture supports critical marketing use cases while optimizing warehouse costs and maintaining data governance. Join us to discover practical strategies for building a scalable customer data platform that balances speed and personalization.