First-Party Data Activation: Modernize your marketing data platform

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.