Sign up to save your library
With an OverDrive account, you can save your favorite libraries for at-a-glance information about availability. Find out more about OverDrive accounts.
Share
Find this title in Libby, the library reading app by OverDrive.
Search for a digital library with this title
Title found at these libraries:
| Library Name | Distance |
|---|---|
| Loading... |
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...
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:
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
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...
Share
