First-Party Data Activation: Modernize Your Marketing Data Platform
Alina D. Magauova; Oscar Kennis; David H. Joosten
Synopsis "First-Party Data Activation: Modernize Your Marketing Data Platform"
The definitive guide for marketing and technology leaders to transform their customer data into lasting compound growth in a privacy-first world. First-Party Data Activation shows you how to transform general customer data into a deep understanding of who your customers are, what resonates with them, and where to focus your data-driven marketing efforts. You'll discover how the world's most tech-savvy brands effectively collect, analyze, and act on data from direct customer interactions to drive hyper-personalized digital marketing--all with their customers' consent. In First-Party Data Activation you will learn how to: - Transition away from third-party cookies and fragmented point solutions - Modernize and unify your marketing technology with data lakehouses and composable customer data platforms (CDPs) - Build sustainable and privacy-compliant data collection, consent management, and data ethics into your marketing by design - Scale hyper-personalization and collaboration using generative AI and data clean rooms - Prove the impact of your marketing with robust experimentation and marketing analytics - Drive faster marketing operations and marketing analytics to achieve higher growth - 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 full of real-world examples to help you navigate the complex AI and data landscape with confidence, ethics, and unprecedented strategic insight. Foreword by Murat Genc, CIO / CDO / CTO at P&G Whirlpool McLane. About the book First Party Data Activation introduces techniques used by the world's most tech-savvy brands to collect and act on first-party data using modern data platforms and marketing technologies. You'll start with the basics of privacy-centric marketing, including the evolving regulations around data collection and usage. Then, you'll explore concrete techniques for gathering, storing, and analyzing first-party data to level up targeting, customer segmentation, and personalization, including how to use AI agents and AI-native marketing applications effectively. Along the way, you'll also develop a first-party data platform that provides a clear and consistent view of your customers to your marketing tools and teams. What's inside - Real-world examples from brands like Indeed, NASCAR, and Google Chrome for Enterprise - Modern marketing technologies and successful marketing architectures, including data lakehouses and composable CDPs - How to hyper-personalize targeting and messaging using machine learning and AI - Change management strategies to drive the marketing data transformation at your organization - Clear marketing analytics, experimentation, and measurement methods to prove the incremental impact of your marketing efforts About the reader For marketing and technology leaders who want to maximize their data's potential to drive consistent growth. About the authors 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. About the technology Website clicks, mobile interactions, customer purchase history and contact data, email opens and unsubscribes, 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 that drives consistent growth. Table of Contents Part 1 1 First-party data in the digital marketing space 2 Privacy-centric marketing 3 Marketing first-party data: Crawl, walk, run 4 Choosing your first-party data solution Part 2 5 Modernizing the marketing data platform: Data lakehouses and composable CDPs 6 Identity resolution and enrichment: Building a complete customer profile 7 First-party data activation: Igniting the marketing engine Part 3 8 Data clean rooms 9 Upcoming: Generative AI for marketing Appendixes A Integrating GrowthLoop with Klaviyo B Creating customer journeys in GrowthLoop Get a free eBook (PDF or ePub) from Manning as well as access to the online liveBook format (and its AI assistant that will answer your questions in any language) when you purchase the print book.
