First-Party Data Activation

First-Party Data Activation: Modernize your marketing data platform

by Alina D. Magauova | Oscar Kennis | David H. Joosten

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.

# Database Storage & Design