First-Party Data Activation: Modernize your marketing data platform

Alina Magauova, Oskar Kennis, David Joosten2 (Autoren)

Buch | Softcover

264 Seiten

2025
Manning Publications (Verlag)
978-1-63343-636-7 (ISBN)

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In a rapidly-evolving digital ecosystem, marketers who rely on outdated approaches like third-party cookie collection risk falling behind their competitors. discover how to effectively collect, analyze, and act on data from direct customer interactions–all with your user’s consent–no thirdparty data or tools required.

Cookies are disappearing, and marketers are feeling the pressure to adapt. Without third-party tracking tools, personalization, targeting, and measurement all seem harder to achieve. Yet consumers are more aware than ever of how their data is used, and trust cannot be compromised. What if you could build marketing that not only respects privacy but also stays highly effective and personal? With the right strategies, you can create data-driven campaigns that deliver results while protecting customer relationships for the long term.

Privacy-first framework: collect and store data ethically, earning long-term customer trust.

Cookie-less transition plan: replace third-party tools without losing targeting accuracy or speed.

Generative AI and clean rooms: unlock hyper-personalization while protecting sensitive information.

Identity-resolution toolkit: merge cross-channel signals into a single, reliable customer view.

Governance templates: embed transparency, consent, and ethics into every data touchpoint.

Illustrated case studies: see how leading brands turn compliant data into measurable growth.

First-Party Data Activation by Alina D. Magauova, Oskar Kennis, and David H. Joosten delivers a concise, step-by-step guide in an easy workbook format.

The authors walk you through data collection redesign, secure storage, advanced activation, and cross-team collaboration. Checklists, diagrams, and real examples keep each concept practical and ready to implement tomorrow.

Finish the book able to modernize your stack, personalize responsibly, and report higher ROI—all while strengthening consumer trust.

Perfect for chief marketing officers, growth leads, and product marketers who need future-proof data strategies now.

Alina D. Magauova, Oskar Kennis, and David H. Joosten are international marketing technologists known for turning complex data into profitable campaigns. With decades of combined experience advising Fortune 500 companies, the trio brings clear, real-world guidance to every page. They distill proven first-party data strategies into actionable templates that help readers drive growth while safeguarding privacy.

PART 1 MARKETING FOUNDATIONS OF FIRST-PARTY DATA

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 FIRST-PARTY DATA BUILDING BLOCKS

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 NEW AND UPCOMING TECHNOLOGY OPPORTUNITIES

8 DATA CLEAN ROOMS

9 UPCOMING: GENERATIVE AI FOR MARKETING

APPENDICES

APPENDIX A: INTEGRATING GROWTHLOOP WITH KLAVIYO

APPENDIX B: CREATING CUSTOMER JOURNEYS IN GROWTHLOOP

Erscheinungsdatum	15.07.2025
Verlagsort	New York
Sprache	englisch
Maße	187 x 235 mm
Gewicht	482 g
Themenwelt	Informatik ► Datenbanken ► Data Warehouse / Data Mining
	Informatik ► Theorie / Studium ► Künstliche Intelligenz / Robotik
	Wirtschaft ► Betriebswirtschaft / Management
ISBN-10	1-63343-636-5 / 1633436365
ISBN-13	978-1-63343-636-7 / 9781633436367
Zustand	Neuware