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 user data into a deep understanding of who your customers are, what resonates with them, and where to focus your marketing efforts. You'll discover how to effectively collect, analyze, and act on data from direct customer interactions- all with your user's consent-no third-party data or tools required. In First-Party Data Activation you will learn how to: - Transition away from cookies and third-party tools
- Modernize your marketing technology with data lakehouses and composable CDPs
- Build sustainable and privacy-compliant data collection strategies
- Hyper-personalization and collaboration using generative AI and data clean rooms
- Embed transparency, consent, and data ethics in your marketing process
- Drive faster marketing operations to achieve higher growth for your company In a rapidly-evolving digital ecosystem, marketers who rely on outdated approaches like third-party cookie collection risk falling behind their competitors. First-Party Data Activation teaches you to build a modern marketing strategy that's based on first-party data--the data freely given through login events, page views, product clicks, payment info, and more. You'll utilize technologies like composable customer data platforms (CDPs), data lakehouses, data clean rooms, and generative AI to improve your targeting and personalization, all while ensuring data is handled to the highest privacy standards. Purchase of the print book includes a free eBook in PDF and ePub formats from Manning Publications. About the book First-Party Data Activation is a comprehensive guide to collecting, storing, and using first-party data for effective digital marketing. The book focuses on building customer trust by putting privacy at the heart of your marketing strategy. It presents a clear and actionable framework to rearchitect how you collect and store data, and how you turn it into results. You'll learn how to make best use of new technologies--including generative AI and identity resolution--and drive change across teams as you update the way you market. Each new idea is illustrated with insightful real-world case studies, such as the Boston Red Sox's use of audience segmentation and Indeed's data-driven customer re-engagement campaigns?. About the reader For marketing leaders who want to develop