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 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 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 book

First Party Data Activation introduces techniques to collect and act on first-party data to drive growth—all with your customer’s consent. 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 and personalization, including how to use AI agents and applications effectively. Along the way, you’ll also develop a first-party data platform that provides a clear view of your customers to your marketing tools and teams.

What's inside

• Transparency, consent, and data ethics in your marketing
• Modernize marketing technology with data lakehouses and composable CDPs
• Hyper-personalize messaging using AI and data clean rooms
• Achieve higher growth for your company

About the reader

For marketing professionals who want to maximize their data’s potential.

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.

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

Alina D. Magauova is the founder of Segment360, a brand strategist and a product marketing leader who has worked with Fortune 500 and Global 500 companies across Asia, Europe, and North America.

Oscar Kennis is the founder of OPSangels Inc. He has over 18 years of experience in the technology sector.

David H. Joosten is the co-founder of GrowthLoop and a former Google marketer who has advised companies including Indeed, Priceline, and Google on their first-party data strategy.