At the recent data:unplugged 2026 in Münster, Europe’s biggest festival for data and AI, the stage was set for a masterclass in data transformation. Julian Stock, Analytics Reporting Team Lead, and Andreas Weiß, Senior Reporting Engineer, from PAYBACK, Germany’s premier loyalty program, shared the stage to detail a decade-long evolution: the journey from a strict, ticket-based reporting system to a thriving, AI-ready data culture.