First-Party Data Activation: Modernize your marketing data platform - Softcover

Magauova, Alina; Kennis, Oskar; Joosten2, David

Softcover

ISBN 10: 1633436365 ISBN 13: 9781633436367

Publisher: Manning Publications, 2025

Synopsis

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.

About this title

About the Author

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.

From the Back Cover

From the back cover:

First Party Data Activation 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.

 

About the reader:

For marketing professionals who want to maximize their data's potential.

Edition details

• Publisher: Manning Publications
• Publication date: 2025
• Language: English
• ISBN 10: 1633436365
• ISBN 13: 9781633436367
• Binding: Paperback
• Edition number: 1
• Number of pages: 264