{"product_id":"9781633436367","title":"First-Party Data Activation: Modernize your marketing data platform","description":"\u003ctable\u003e\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eAuthor\/Contributor(s):\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eMagauova, Alina D.; Kennis, Oscar; Joosten, David   H.\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003eManning\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eDate:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd\u003e7\/15\/2025\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eBinding:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003ePaperback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd style=\"\"\u003e\u003cstrong\u003eCondition:\u003c\/strong\u003e\u003c\/td\u003e\n\u003ctd style=\"\"\u003eNEW\u003cbr\u003e\n\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\u003c\/table\u003e\u003cb\u003eTake a new approach to digital marketing based on transparency, relevance, and delivering real value to your audience.\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003ci\u003eFirst-Party Data Activation\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003eIn \u003ci\u003eFirst-Party Data Activation\u003c\/i\u003e you will learn how to:\u003cul\u003e\n\u003cli\u003eTransition away from third-party cookies and fragmented point solutions\u003c\/li\u003e\n\u003cli\u003eModernize and unify your marketing technology with data lakehouses and composable customer data platforms (CDPs)\u003c\/li\u003e\n\u003cli\u003eBuild sustainable and privacy-compliant data collection, consent management, and data ethics into your marketing by design\u003c\/li\u003e\n\u003cli\u003eScale hyper-personalization and collaboration using generative AI and data clean rooms\u003c\/li\u003e\n\u003cli\u003eProve the impact of your marketing with robust experimentation and marketing analytics\u003c\/li\u003e\n\u003cli\u003eDrive faster marketing operations and marketing analytics to achieve higher growth\u003c\/li\u003e\n\u003c\/ul\u003eThe future of marketing lives in first-party data—and this book is your key to unlocking its full potential. More than a manual, \u003ci\u003eFirst-Party Data Activation\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003eForeword by Murat Genc, CIO \/ CDO \/ CTO at P\u0026amp;G | Whirlpool | McLane.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the technology\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eWebsite 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the book\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003ci\u003eFirst Party Data Activation\u003c\/i\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eWhat's inside\u003c\/b\u003e\u003cul\u003e\n\u003cli\u003eTransparency, consent, and data ethics in your marketing\u003c\/li\u003e\n\u003cli\u003eModernize marketing technology with data lakehouses and composable CDPs\u003c\/li\u003e\n\u003cli\u003eHyper-personalize messaging using AI and data clean rooms\u003c\/li\u003e\n\u003cli\u003eAchieve higher growth for your company\u003c\/li\u003e\n\u003c\/ul\u003e\u003cb\u003eAbout the reader\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003eFor marketing professionals who want to maximize their data’s potential.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the authors\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAlina D. Magauova\u003c\/b\u003e is the founder of Segment360, a brand strategist, and a product marketing leader. \u003cb\u003eOscar Kennis\u003c\/b\u003e 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.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cbr\u003ePart 1\u003cbr\u003e1 First-party data in the digital marketing space\u003cbr\u003e2 Privacy-centric marketing\u003cbr\u003e3 Marketing first-party data: Crawl, walk, run\u003cbr\u003e4 Choosing your first-party data solution\u003cbr\u003ePart 2\u003cbr\u003e5 Modernizing the marketing data platform: Data lakehouses and composable CDPs\u003cbr\u003e6 Identity resolution and enrichment: Building a complete customer profile\u003cbr\u003e7 \u003ci\u003eFirst-party data activation\u003c\/i\u003e: Igniting the marketing engine\u003cbr\u003ePart 3\u003cbr\u003e8 Data clean rooms\u003cbr\u003e9 Upcoming: Generative AI for marketing\u003cbr\u003eAppendixes\u003cbr\u003eA Integrating GrowthLoop with Klaviyo\u003cbr\u003eB Creating customer journeys in GrowthLoop","brand":"Manning","offers":[{"title":"Default Title","offer_id":46711120462079,"sku":"9781633436367","price":59.99,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0452\/0886\/2873\/files\/Jacket_07766fb5-2a0a-46ba-8076-93caa5b89e09.jpg?v=1771253613","url":"https:\/\/massivebookshop.com\/products\/9781633436367","provider":"MASSIVE BOOKSHOP","version":"1.0","type":"link"}