First-Party Data Activation: Modernize your marketing data platform

Modernize Your Marketing Data Platform

Author: Alina Magauova, Oskar Kennis and David Joosten2

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Take a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.

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Summary

Take a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.

Description

Take a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.

First-Party Data Activation shows you how to transform general user data into a deep understanding of who your customers are, what resonates with them, and where to focus your marketing efforts. You'll discover how to effectively collect, analyze, and act on data from direct customer interactions—all with your user's consent.

In First-Party Data Activation you will learn how to:

Transition away from third-party cookies and point solutions
Modernize and unify your marketing technology with data lakehouses and composable CDPs
Build sustainable and privacy-compliant data collection strategies
Hyper-personalization and collaboration using generative AI and data clean rooms
Embed transparency, consent, and data ethics in your marketing process
Drive faster marketing operations to achieve higher growth for your company

The future of marketing lives in first-party data—and this book is your key to unlocking its full potential. More than a manual, First-Party Data Activation is a strategic guide to navigating the complex data landscape with confidence, ethics, and unprecedented strategic insight. About the technology: Website clicks and interactions, customer purchase history and contact data, email opens and unsubs, and other data you collect directly from your customers is pure gold for modern digital marketing. This first-party data tells you exactly who your customers are and what resonates with them. In this book, you’ll learn how to transition from cookies and other third-party tools toward sustainable and privacy-compliant data-driven marketing.

About the Author

Alina D. Magauova is the founder of Segment360, a brand strategist and a product marketing leader. Oscar Kennis is the founder of OPSangels Consultancy and has over two decades of experience in the technology sector. David H. Joosten is the co-founder of GrowthLoop and a former Google marketer.