Norbert Wirth, VP of Data at PAYBACK, a leader in loyalty marketing, shares insights on revolutionizing data management. He discusses how transitioning from a centralized data warehouse to a data mesh framework has sparked innovation. By empowering multidisciplinary teams and leveraging cloud technology, PAYBACK enhanced collaboration and data accessibility. Wirth highlights the crucial role of effective communication and training during this shift, ensuring all stakeholders embrace this transformative approach for better customer insights.