diff --git a/packages/data-analytics-demo/.gitignore b/packages/data-analytics-demo/.gitignore
index a474d46..b83e29c 100644
--- a/packages/data-analytics-demo/.gitignore
+++ b/packages/data-analytics-demo/.gitignore
@@ -31,3 +31,4 @@ venv/
 dbt_project/target/
 dbt_project/dbt_packages/
 dbt_project/logs/
+dbt_project/.user.yml
diff --git a/packages/data-analytics-demo/Makefile b/packages/data-analytics-demo/Makefile
index ccc4da5..8388694 100644
--- a/packages/data-analytics-demo/Makefile
+++ b/packages/data-analytics-demo/Makefile
@@ -25,8 +25,8 @@ data:
 	$(PYTHON) -m data_analytics_demo.data.generate
 
 dbt:
-	@echo "[dbt] TODO T-04/T-05: dbt models not yet implemented"
-	@exit 1
+	cd dbt_project && DBT_PROFILES_DIR=. dbt run
+	cd dbt_project && DBT_PROFILES_DIR=. dbt test
 
 ml:
 	@echo "[ml] TODO T-06/T-07: ML pipelines not yet implemented"
diff --git a/packages/data-analytics-demo/dbt_project/dbt_project.yml b/packages/data-analytics-demo/dbt_project/dbt_project.yml
new file mode 100644
index 0000000..19b79f5
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/dbt_project.yml
@@ -0,0 +1,25 @@
+name: data_analytics_demo
+version: 0.1.0
+config-version: 2
+
+profile: data_analytics_demo
+
+model-paths: ["models"]
+analysis-paths: ["analyses"]
+test-paths: ["tests"]
+seed-paths: ["seeds"]
+macro-paths: ["macros"]
+snapshot-paths: ["snapshots"]
+
+clean-targets:
+  - target
+  - dbt_packages
+
+models:
+  data_analytics_demo:
+    staging:
+      +materialized: view
+    intermediate:
+      +materialized: view
+    marts:
+      +materialized: table
diff --git a/packages/data-analytics-demo/dbt_project/models/intermediate/int_customer_features.sql b/packages/data-analytics-demo/dbt_project/models/intermediate/int_customer_features.sql
new file mode 100644
index 0000000..deaf49f
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/intermediate/int_customer_features.sql
@@ -0,0 +1,58 @@
+{{ config(materialized='view') }}
+
+-- Per-customer base features built once and reused by all mart models.
+-- Joins customers + their lifetime event activity + total monetary value.
+
+with customer_event_stats as (
+    select
+        customer_id,
+        count(*) as event_count_total,
+        count(distinct event_type) as distinct_event_types,
+        min(event_at) as first_event_at,
+        max(event_at) as last_event_at,
+        date_diff('day', min(event_at), max(event_at)) + 1 as active_days
+    from {{ ref('stg_events') }}
+    group by customer_id
+),
+
+customer_invoice_stats as (
+    select
+        customer_id,
+        sum(case when status = 'paid' then amount_usd else 0 end) as lifetime_paid_usd,
+        sum(case when status = 'failed' then 1 else 0 end) as failed_invoice_count,
+        count(*) as invoice_count
+    from {{ ref('stg_invoices') }}
+    group by customer_id
+),
+
+latest_subscription as (
+    select
+        customer_id,
+        plan_tier as current_plan_tier,
+        status as current_status,
+        row_number() over (partition by customer_id order by start_date desc) as rn
+    from {{ ref('stg_subscriptions') }}
+    qualify rn = 1
+)
+
+select
+    c.customer_id,
+    c.email,
+    c.company,
+    c.signup_date,
+    c.region,
+    c.plan_tier_at_signup,
+    coalesce(ls.current_plan_tier, c.plan_tier_at_signup) as current_plan_tier,
+    coalesce(ls.current_status, 'unknown') as current_status,
+    coalesce(ces.event_count_total, 0) as event_count_total,
+    coalesce(ces.distinct_event_types, 0) as distinct_event_types,
+    ces.first_event_at,
+    ces.last_event_at,
+    coalesce(ces.active_days, 0) as active_days,
+    coalesce(cis.lifetime_paid_usd, 0) as lifetime_paid_usd,
+    coalesce(cis.failed_invoice_count, 0) as failed_invoice_count,
+    coalesce(cis.invoice_count, 0) as invoice_count
+from {{ ref('stg_customers') }} c
+left join customer_event_stats ces on c.customer_id = ces.customer_id
+left join customer_invoice_stats cis on c.customer_id = cis.customer_id
+left join latest_subscription ls on c.customer_id = ls.customer_id
diff --git a/packages/data-analytics-demo/dbt_project/models/intermediate/int_event_aggregates.sql b/packages/data-analytics-demo/dbt_project/models/intermediate/int_event_aggregates.sql
new file mode 100644
index 0000000..6d0fe82
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/intermediate/int_event_aggregates.sql
@@ -0,0 +1,14 @@
+{{ config(materialized='view') }}
+
+-- Per-customer × event_type counts. Powers both the upsell mart
+-- (premium / advanced feature usage) and the churn mart (support
+-- ticket volume, recent activity).
+
+select
+    customer_id,
+    event_type,
+    count(*) as event_count,
+    min(event_at) as first_event_at,
+    max(event_at) as last_event_at
+from {{ ref('stg_events') }}
+group by customer_id, event_type
diff --git a/packages/data-analytics-demo/dbt_project/models/marts/churn_features.sql b/packages/data-analytics-demo/dbt_project/models/marts/churn_features.sql
new file mode 100644
index 0000000..ab32ffe
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/marts/churn_features.sql
@@ -0,0 +1,55 @@
+{{ config(materialized='table') }}
+
+-- Churn-prediction feature table. One row per customer.
+-- Label: is_churned = 1 when the customer's latest subscription is canceled.
+-- Feature engineering deliberately mirrors the synthetic-data churn signal
+-- (trailing-30d event drop-off vs lifetime daily average).
+
+with reference_point as (
+    select max(event_at)::date as as_of_date from {{ ref('stg_events') }}
+),
+
+trailing_30d as (
+    select
+        e.customer_id,
+        count(*) as events_last_30d
+    from {{ ref('stg_events') }} e
+    cross join reference_point r
+    where e.event_at >= r.as_of_date - interval 30 day
+    group by e.customer_id
+),
+
+support_volume as (
+    select
+        customer_id,
+        sum(event_count) as support_ticket_count
+    from {{ ref('int_event_aggregates') }}
+    where event_type = 'support_ticket'
+    group by customer_id
+)
+
+select
+    f.customer_id,
+    f.plan_tier_at_signup,
+    f.current_plan_tier,
+    f.region,
+    f.event_count_total,
+    f.distinct_event_types,
+    f.lifetime_paid_usd,
+    f.failed_invoice_count,
+    f.invoice_count,
+    coalesce(t.events_last_30d, 0) as events_last_30d,
+    -- Daily lifetime average; guards against divide-by-zero with NULLIF.
+    f.event_count_total::double / NULLIF(f.active_days, 0) as lifetime_daily_avg_events,
+    -- Trailing-30d rate vs lifetime daily avg. < 1.0 means slowing down.
+    case
+        when f.active_days > 0 and f.event_count_total > 0
+        then (coalesce(t.events_last_30d, 0) / 30.0)
+             / (f.event_count_total::double / f.active_days)
+        else null
+    end as recent_to_lifetime_ratio,
+    coalesce(s.support_ticket_count, 0) as support_ticket_count,
+    case when f.current_status = 'canceled' then 1 else 0 end as is_churned
+from {{ ref('int_customer_features') }} f
+left join trailing_30d t on f.customer_id = t.customer_id
+left join support_volume s on f.customer_id = s.customer_id
diff --git a/packages/data-analytics-demo/dbt_project/models/marts/cohort_retention.sql b/packages/data-analytics-demo/dbt_project/models/marts/cohort_retention.sql
new file mode 100644
index 0000000..b3b2526
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/marts/cohort_retention.sql
@@ -0,0 +1,47 @@
+{{ config(materialized='table') }}
+
+-- Monthly signup cohort × months-since-signup retention grid.
+-- "Active" at offset M = the customer emitted at least one event in the
+-- month starting M months after signup. Cohort size is the count of
+-- customers in the signup month.
+
+with customer_signup as (
+    select
+        customer_id,
+        date_trunc('month', signup_date) as cohort_month
+    from {{ ref('stg_customers') }}
+),
+
+monthly_activity as (
+    select distinct
+        customer_id,
+        date_trunc('month', event_at) as active_month
+    from {{ ref('stg_events') }}
+),
+
+cohort_offsets as (
+    select
+        c.cohort_month,
+        c.customer_id,
+        date_diff('month', c.cohort_month, m.active_month) as months_since_signup
+    from customer_signup c
+    join monthly_activity m on c.customer_id = m.customer_id
+    where m.active_month >= c.cohort_month
+),
+
+cohort_sizes as (
+    select cohort_month, count(distinct customer_id) as cohort_size
+    from customer_signup
+    group by cohort_month
+)
+
+select
+    o.cohort_month,
+    cs.cohort_size,
+    o.months_since_signup,
+    count(distinct o.customer_id) as active_customers,
+    round(count(distinct o.customer_id) * 100.0 / cs.cohort_size, 2) as retention_pct
+from cohort_offsets o
+join cohort_sizes cs on o.cohort_month = cs.cohort_month
+group by o.cohort_month, cs.cohort_size, o.months_since_signup
+order by o.cohort_month, o.months_since_signup
diff --git a/packages/data-analytics-demo/dbt_project/models/marts/rfm_segments.sql b/packages/data-analytics-demo/dbt_project/models/marts/rfm_segments.sql
new file mode 100644
index 0000000..743f37d
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/marts/rfm_segments.sql
@@ -0,0 +1,56 @@
+{{ config(materialized='table') }}
+
+-- RFM segmentation built from event recency, event frequency, and lifetime
+-- paid amount. Quintile scores in {1, 2, 3, 4, 5} on each axis; the
+-- composite label maps the (R, F, M) triple to a coarse 4-bucket segment.
+--
+-- Reference window: max(event_at) across all customers (so the data set
+-- self-anchors and the mart is reproducible for any synthetic seed).
+
+with reference_point as (
+    select max(event_at)::date as as_of_date from {{ ref('stg_events') }}
+),
+
+rfm_raw as (
+    select
+        f.customer_id,
+        date_diff(
+            'day',
+            cast(f.last_event_at as date),
+            (select as_of_date from reference_point)
+        ) as recency_days,
+        f.event_count_total as frequency_events,
+        f.lifetime_paid_usd as monetary_usd
+    from {{ ref('int_customer_features') }} f
+    where f.last_event_at is not null
+),
+
+rfm_scored as (
+    select
+        customer_id,
+        recency_days,
+        frequency_events,
+        monetary_usd,
+        -- Recency: lower is better, so reverse the quintile.
+        6 - ntile(5) over (order by recency_days) as r_score,
+        ntile(5) over (order by frequency_events) as f_score,
+        ntile(5) over (order by monetary_usd) as m_score
+    from rfm_raw
+)
+
+select
+    customer_id,
+    recency_days,
+    frequency_events,
+    monetary_usd,
+    r_score,
+    f_score,
+    m_score,
+    case
+        when r_score >= 4 and f_score >= 4 and m_score >= 4 then 'champions'
+        when r_score >= 4 and f_score >= 3 then 'loyal'
+        when r_score >= 3 and m_score >= 4 then 'big_spenders'
+        when r_score <= 2 and f_score <= 2 then 'at_risk'
+        else 'regular'
+    end as rfm_segment
+from rfm_scored
diff --git a/packages/data-analytics-demo/dbt_project/models/marts/schema.yml b/packages/data-analytics-demo/dbt_project/models/marts/schema.yml
new file mode 100644
index 0000000..2337f56
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/marts/schema.yml
@@ -0,0 +1,81 @@
+version: 2
+
+models:
+  - name: rfm_segments
+    description: RFM (Recency / Frequency / Monetary) segmentation, one row per active customer.
+    columns:
+      - name: customer_id
+        description: Primary key; foreign key to stg_customers.
+        tests:
+          - not_null
+          - unique
+      - name: r_score
+        description: Recency score in {1..5}; 5 = most recent.
+        tests:
+          - not_null
+      - name: f_score
+        description: Frequency score in {1..5}.
+        tests:
+          - not_null
+      - name: m_score
+        description: Monetary score in {1..5}.
+        tests:
+          - not_null
+      - name: rfm_segment
+        description: Coarse 5-bucket label derived from the scores.
+        tests:
+          - not_null
+          - accepted_values:
+              arguments:
+                values:
+                  ["champions", "loyal", "big_spenders", "at_risk", "regular"]
+
+  - name: churn_features
+    description: One-row-per-customer feature table for churn prediction.
+    columns:
+      - name: customer_id
+        tests:
+          - not_null
+          - unique
+      - name: is_churned
+        description: Binary label (1 if latest subscription canceled).
+        tests:
+          - not_null
+          - accepted_values:
+              arguments:
+                values: [0, 1]
+
+  - name: upsell_opportunities
+    description: One-row-per-eligible-customer feature table for upsell propensity.
+    columns:
+      - name: customer_id
+        tests:
+          - not_null
+          - unique
+      - name: upgraded
+        description: Binary label (1 if customer reached a tier higher than initial plan).
+        tests:
+          - not_null
+          - accepted_values:
+              arguments:
+                values: [0, 1]
+      - name: plan_tier_at_signup
+        tests:
+          - not_null
+          - accepted_values:
+              arguments:
+                values: ["free", "pro"]
+
+  - name: cohort_retention
+    description: Monthly cohort × months-since-signup retention grid.
+    columns:
+      - name: cohort_month
+        tests:
+          - not_null
+      - name: months_since_signup
+        tests:
+          - not_null
+      - name: retention_pct
+        description: 0–100 retention percentage for this (cohort, offset) cell.
+        tests:
+          - not_null
diff --git a/packages/data-analytics-demo/dbt_project/models/marts/upsell_opportunities.sql b/packages/data-analytics-demo/dbt_project/models/marts/upsell_opportunities.sql
new file mode 100644
index 0000000..e296db1
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/marts/upsell_opportunities.sql
@@ -0,0 +1,56 @@
+{{ config(materialized='table') }}
+
+-- Upsell propensity feature table. One row per customer currently on a
+-- non-enterprise plan (free or pro). Label: upgraded = 1 when the customer
+-- has any subscription on a tier strictly higher than their initial plan.
+-- Premium / advanced feature events are the engineered upsell signal.
+
+with plan_rank as (
+    -- Numeric rank so we can compare tiers (`enterprise` > `pro` > `free`).
+    select 'free' as plan, 1 as rank union all
+    select 'pro', 2 union all
+    select 'enterprise', 3
+),
+
+initial_tier as (
+    select
+        f.customer_id,
+        pr.rank as initial_rank
+    from {{ ref('int_customer_features') }} f
+    join plan_rank pr on f.plan_tier_at_signup = pr.plan
+),
+
+max_tier as (
+    select
+        s.customer_id,
+        max(pr.rank) as max_rank
+    from {{ ref('stg_subscriptions') }} s
+    join plan_rank pr on s.plan_tier = pr.plan
+    group by s.customer_id
+),
+
+premium_signal as (
+    select
+        customer_id,
+        sum(case when event_type = 'feature_use_premium' then event_count else 0 end) as premium_event_count,
+        sum(case when event_type = 'feature_use_advanced' then event_count else 0 end) as advanced_event_count
+    from {{ ref('int_event_aggregates') }}
+    group by customer_id
+)
+
+select
+    f.customer_id,
+    f.plan_tier_at_signup,
+    f.current_plan_tier,
+    f.region,
+    f.event_count_total,
+    coalesce(p.premium_event_count, 0) as premium_event_count,
+    coalesce(p.advanced_event_count, 0) as advanced_event_count,
+    f.active_days,
+    f.lifetime_paid_usd,
+    case when mt.max_rank > it.initial_rank then 1 else 0 end as upgraded
+from {{ ref('int_customer_features') }} f
+join initial_tier it on f.customer_id = it.customer_id
+left join max_tier mt on f.customer_id = mt.customer_id
+left join premium_signal p on f.customer_id = p.customer_id
+where f.plan_tier_at_signup in ('free', 'pro')
diff --git a/packages/data-analytics-demo/dbt_project/models/staging/_sources.yml b/packages/data-analytics-demo/dbt_project/models/staging/_sources.yml
new file mode 100644
index 0000000..973dd92
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/staging/_sources.yml
@@ -0,0 +1,15 @@
+version: 2
+
+sources:
+  - name: raw
+    description: Synthetic SaaS tables produced by `make data` (src/data_analytics_demo/data/generate.py).
+    schema: main
+    tables:
+      - name: customers
+        description: Tenant accounts.
+      - name: subscriptions
+        description: Subscription history per customer (may include multiple rows per customer).
+      - name: events
+        description: Product-usage events. Drives churn-signal and upsell-signal feature engineering.
+      - name: invoices
+        description: Monthly billing records for paid subscriptions.
diff --git a/packages/data-analytics-demo/dbt_project/models/staging/stg_customers.sql b/packages/data-analytics-demo/dbt_project/models/staging/stg_customers.sql
new file mode 100644
index 0000000..a93e5a7
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/staging/stg_customers.sql
@@ -0,0 +1,10 @@
+{{ config(materialized='view') }}
+
+select
+    customer_id,
+    email,
+    company,
+    cast(signup_date as date) as signup_date,
+    region,
+    plan_tier_at_signup
+from {{ source('raw', 'customers') }}
diff --git a/packages/data-analytics-demo/dbt_project/models/staging/stg_events.sql b/packages/data-analytics-demo/dbt_project/models/staging/stg_events.sql
new file mode 100644
index 0000000..18c7877
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/staging/stg_events.sql
@@ -0,0 +1,8 @@
+{{ config(materialized='view') }}
+
+select
+    event_id,
+    customer_id,
+    cast(timestamp as timestamp) as event_at,
+    event_type
+from {{ source('raw', 'events') }}
diff --git a/packages/data-analytics-demo/dbt_project/models/staging/stg_invoices.sql b/packages/data-analytics-demo/dbt_project/models/staging/stg_invoices.sql
new file mode 100644
index 0000000..162094d
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/staging/stg_invoices.sql
@@ -0,0 +1,11 @@
+{{ config(materialized='view') }}
+
+select
+    invoice_id,
+    customer_id,
+    subscription_id,
+    cast(period_start as date) as period_start,
+    cast(period_end as date) as period_end,
+    amount_usd,
+    status
+from {{ source('raw', 'invoices') }}
diff --git a/packages/data-analytics-demo/dbt_project/models/staging/stg_subscriptions.sql b/packages/data-analytics-demo/dbt_project/models/staging/stg_subscriptions.sql
new file mode 100644
index 0000000..8fa9da1
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/models/staging/stg_subscriptions.sql
@@ -0,0 +1,11 @@
+{{ config(materialized='view') }}
+
+select
+    subscription_id,
+    customer_id,
+    plan_tier,
+    cast(start_date as date) as start_date,
+    cast(end_date as date) as end_date,
+    status,
+    monthly_amount_usd
+from {{ source('raw', 'subscriptions') }}
diff --git a/packages/data-analytics-demo/dbt_project/profiles.yml b/packages/data-analytics-demo/dbt_project/profiles.yml
new file mode 100644
index 0000000..17bcd0e
--- /dev/null
+++ b/packages/data-analytics-demo/dbt_project/profiles.yml
@@ -0,0 +1,11 @@
+data_analytics_demo:
+  target: dev
+  outputs:
+    dev:
+      type: duckdb
+      # Resolved relative to the directory dbt is invoked from. The Makefile
+      # invokes dbt from `dbt_project/`, so `../warehouse/analytics.duckdb`
+      # points at the file produced by `make data` (src/data_analytics_demo/
+      # data/generate.py).
+      path: "{{ env_var('DBT_DUCKDB_PATH', '../warehouse/analytics.duckdb') }}"
+      threads: 4